United States
United Kingdom
Industrial
How an Industrial Manufacturer Launched a New Reliability Solution Across the US and UK with Inland
In a 3.5-month pilot, Inland introduced a new solution across the US and the UK, and moved several prospects into proof-of-concept projects.
Case Study KPIs
Qualified Meetings in 3.5 Months
Target Accounts
Priority Industries
MQL→SQL Conversion
Project Scope
Our client, a global industrial technology manufacturer, wanted to establish a new reliability offering in markets where it had few customers in this category. In the US, that meant starting close to zero. In the UK, the category was still new for the brand. On top of limited brand awareness, the complexity of the solution required a specialized approach and the right pitch to engage highly technical buyers in asset-intensive environments. Our team moved from planning into outreach quickly thanks to our proven, value based selling methodology for complex B2B solutions and prior knowledge of the client's business.
Client Profile
Global industrial technology manufacturer
Solution
Reliability solutions for asset-intensive operations
Target Market
United States (lead market) and United Kingdom
Target Segment
Industry-agnostic, with a focus on F&B, FMCG, pharma, and metals & mining
Engagement
3.5-month pilot across the US and the UK, as part of an ongoing partnership
Initial Target Objectives
9-12 qualified meetings, conservatively set due to entering new markets where our client had little to no presence
The Challenge
The US was the hardest market. Our client had only a handful of customers there for this solution, established competitors already owned the reliability conversation, and US plant leaders had little reason to take a call from an unfamiliar name. In the UK, the client still needed to build recognition in this category. In both markets, it needed to reach reliability, maintenance and engineering leaders, and give them enough confidence to test a new solution on their own sites.
About Inland Expansion
Inland helps ambitious B2B companies win new markets by building and executing the commercial infrastructure they need to grow. We combine market intelligence, local expertise and hands-on execution so companies can enter, develop and scale markets without having to build everything themselves. We become the trusted partner they turn to when they want to understand a market, create demand, build pipeline and establish a repeatable commercial presence.
Our Approach
We ran a 3.5-month pilot across the US and the UK, with the US as the lead market, built on four pillars:
Account-Based Strategy
Built a list of 200+ target accounts across the US and the UK in F&B, FMCG, pharma and metals & mining, prioritized by asset intensity and maintenance maturity, with an engagement plan for each priority account.
Market Entry Across Two Markets
Prioritized the US as the lead market, then adapted segments, messaging and timing for the UK, drawing on our experience of how each market buys.
Brand Awareness Through Campaigns
Multichannel campaigns across phone, email and LinkedIn introduced the brand to reliability, maintenance and operations leaders in both markets, and kept it in front of them between conversations.
From Meeting to Proof of Concept
Worked closely with the client's sales and technical teams to qualify every opportunity, organize site visits and move the strongest prospects into proof-of-concept projects.
Campaign Results
By the end of the three and a half months, our client was in active conversations with reliability and maintenance leaders at some of the largest manufacturers in the US and the UK.
Qualified meetings in 3.5 months
15
Proof-of-concept projects in progress
Multiple
Regions: US and UK
2
After the first meeting
Site visits
Proof-of-concept projects
Meetings held with senior decision-makers, including
VP of Reliability
VP of Operations
Director of Engineering
Maintenance Director
Reliability Manager
Plant Engineering Manager
Maintenance Manager
Operations Manager
ABM Funnel Performance
62%
62% of MQLs became sales-qualified, and several of those moved into proof-of-concept projects within the pilot. For a solution new to its market, a prospect agreeing to a proof of concept is a strong sign of buying intent.
Enterprises Engaged
Meetings were secured across industries including
Food & Beverage
FMCG
Pharma
Metals & Mining
And accounts including
Kraft Heinz
P&G
Haleon
An Ongoing Partnership
The client's solutions each reach different buyers on their own timelines. Our experience with the wider business helped us position this launch quickly and reuse what had already worked elsewhere.
"
Taking a solution into a market where nobody knows your name is hard, and the US is one of the hardest. Within three and a half months, prospects were testing the solution on their own sites, which tells you the campaigns built real trust with these buyers.
"
Mo Botan, Managing Director, Inland Expansion
