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, 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 — content with 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.
“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.”