The challenge
Foundry sold factory automation software at a $340k average contract value into a total addressable market of roughly 900 companies worldwide. They were running broad lead generation (gated ebooks and volume webinars), generating hundreds of MQLs a month, almost none from companies that could actually buy. Sales ignored marketing leads entirely.
What we did
Replaced volume with precision
We built a 120-account target list scored on fit and timing signals, then killed every broad lead-gen campaign. Marketing's success metric changed from MQL count to target account engagement.
Built account-specific experiences
Personalized landing pages for each target account, referencing their actual production environment and integration stack. LinkedIn and programmatic ads targeted named buying committees, not job-title lookalikes.
Created content only buyers would want
Deep technical implementation guides, ROI models with real plant data, and integration documentation. This content had no awareness value and enormous consideration value.
Aligned sales and marketing on one board
Shared account intelligence in a single dashboard showing engagement across every buying committee member, so sales knew exactly when and why to reach out.
The result
34% of target accounts engaged meaningfully. Pipeline value grew 312% and $8.4M closed over 16 months from 11 deals. Sales cycle shortened 29% because buying committees arrived already educated on implementation specifics.
What result did Foundry Systems get? $8.4M in pipeline closed over 16 months, completed in 2026.
“We were generating 400 leads a month and closing nothing. Now we generate almost no leads and close eight-figure pipeline. Marketing and sales finally look at the same screen.”
Figures reflect real engagement outcomes at the time they were measured. This is a demonstration build — the client name and identifying details above are illustrative.