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Industrial equipment, twelve months. The strategy, the work, the math.
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B2B Lifecycle · Service 06 of 09
B2B email automation and lifecycle workflows wired into your CRM, scoring rules, and sales process. Whatever email platform you already run on. Lead nurture, dealer comms, customer lifecycle — all tied to where the prospect actually is in their decision.
What we hear, going in
Two complaints we hear from manufacturing leadership, almost weekly:
“Leads come in. They go cold. Sales blames marketing. Marketing blames sales.” What we hear from marketing directors, most weeks
“We send a monthly newsletter. Open rates are decent. Nothing else happens.” What we hear from manufacturing CEOs, most weeks
Most manufacturer email programs are stuck on monthly-newsletter autopilot — sending the same thing to everyone, regardless of where they are in the buying process. Meanwhile, the actual lead nurture work that should be happening (whitepapers triggered by content downloads, case studies sequenced through consideration, sales-team handoffs at the right moment) is missing. The result: leads that should be warm by the time sales calls them are still cold.
How we run it
Three structural moves on most email engagements.
Conversation with sales: what stages does a prospect actually move through? What signals indicate readiness? What questions come up at each stage? That mapping is the lifecycle architecture.
Whitepaper download triggers a sequence. Spec-sheet view triggers a sequence. Pricing page visit triggers a sequence. Each one timed to where the prospect actually is, not where the calendar says they should be.
Lead scoring that matches what sales actually qualifies on. Notifications when a high-score prospect engages. CRM tasks created automatically. Sales doesn't have to wonder when to follow up; the system tells them.
Onboarding sequences. Dealer comms. Reactivation. Cross-sell when applicable. Email is a customer relationship channel, not just a lead acquisition channel.
What you get
01
Quarterly plan covering nurture flows, customer comms, dealer communication, and the handoffs to sales. Updated as the program matures.
02
Triggered sequences built and maintained in your platform. A/B tests on subject lines, send time, and content. Quarterly performance review.
03
Templates that match your brand. Copy that matches your voice. Built by the same team writing your other content.
04
Audience segmentation tied to lifecycle stage and product interest. List hygiene to protect deliverability. Suppression rules to keep prospects out of conflicting flows.
05
DKIM, SPF, DMARC, BIMI. Sender reputation management. The boring technical work that determines whether emails actually reach the inbox.
06
Data Studio dashboard tracking open rates, click rates, conversion attribution, and revenue impact. Tied to your CRM so you can see which flows are influencing pipeline.
A real story · A national pest-control technology brand
A national pest-control technology brand's e-commerce side — direct to growers and homeowners — had a healthy traffic base but was leaving e-commerce revenue on the table because there was no abandoned-cart sequence, no welcome series, and no post-purchase reactivation flow.
We built the lifecycle email program from scratch. Within ninety days, email was driving $58K/month in revenue that didn't exist before, and the channel kept compounding from there.
See more case workView all →$58K
Monthly e-com revenue
From email that didn't exist 90 days earlier
38%
Open rate
Above DTC industry baseline
11%
Click rate
Sustained through 12 months
FAQ · Consulting questions
If yours isn't here, the form is honest territory.
Talk to us about emailGet in touch →Consulting is bounded by deliverable — we audit, we recommend, we hand it back. Fractional CMO is bounded by relationship — we own the plan, we sit in your leadership rhythm, we're accountable for the math compounding over quarters. Most of our consulting engagements end up looking like fractional CMO inside ninety days.
Two days a month for lighter engagements (board reporting, quarterly planning, strategic check-ins). Four days a month for active engagements (strategy + vendor management + audit cycles). We size to the work, not the other way around.
Almost never. We complement them. They run execution, we own strategy. They report to leadership, we coach them through it. The best engagements have a strong in-house operator running the day-to-day with us as the strategic spine they build against.
If the consulting work surfaces a channel that needs to move and we're the right team to move it, yes — the engagement expands to include execution. About two-thirds of our consulting engagements grow this way over twelve to eighteen months. The other third stay consulting-only because their existing teams are capable; we just give them better strategy to run.
Twenty-plus years of marketing practice, multiple engagements at scale, deep product literacy in industrial / technical / engineered categories. The person on your call has run paid accounts, written copy, sat on dealer-training calls, and presented to a board. Not a generalist account manager. Not a junior strategist with a senior title.
If you need execution help more than strategy help, hire a doer first. If you need a single tactical fix (a new website, a campaign, a brand refresh), engage that as a project. Fractional CMO is the right answer when the strategic spine is the gap — and when you're committed to growing something with a senior partner over multiple quarters.
Start a conversation · 1-business-day reply
Twenty minutes. No deck. No discovery script. Tell us what's running now and what should be — we'll tell you which lifecycle moves first.