The Client
This client is an established manufacturer of engineered safety solutions, supporting industrial, construction and facilities management sectors with high-spec products focused on safety, compliance and performance.
While their reputation in Ireland was strong, the business was preparing for a new growth chapter. With expansion into the UK and international markets on the horizon, leadership recognised that informal sales and marketing processes would no longer scale. They needed a system and structure that could match their impact ambitions.
Client
Global Manufacturer of Safety SolutionsIndustry
ManufacturingSolutions
The Challenge
Despite offering best-in-class products and exceptional customer service, the company faced systemic issues holding back growth:
- There was no in-house marketing resource or dedicated point of contact
- No CRM in place meant customer relationships were handled manually and inconsistently
- Sales lead tracking lacked visibility, and reporting was labour-intensive
- Marketing was reactive and tactical, rather than strategic and segmented
- The approach to international outreach was limited and under-targeted
These challenges echoed common pain points we see across scaling B2B manufacturing brands:
- We don’t have the internal expertise or bandwidth for marketing
- Our marketing is disjointed and lacks a clear strategy or structure
- We spend time reporting, not selling — and lack actionable data
- We struggle to turn interest into qualified leads, especially in new markets
Our engagement began with a detailed discovery to review what was and was not working. This included:
- Internal interviews with sales and customer service teams
- Analysis of past marketing activity, spend and lead quality
- Evaluation of reporting workflows and technology readiness
The audit confirmed that for growth to be sustainable, a CRM was essential, not optional.
It was tailored to the sales structure and service workflow. Activities included:
- System configuration and deployment
- Sales pipeline and lead source tracking
- Automated reporting for leadership visibility
- Training sessions for internal teams to improve system adoption
The CRM immediately improved internal collaboration, forecasting accuracy and lead handling across all departments.
With the CRM in place, we conducted customer base analysis to uncover key behaviours, patterns and industry verticals. From this, we:
- Segmented customers by market, past purchases and profile
- Built targeted email campaigns customised for Irish and UK audiences
- Combined thought leadership content with product promotions
- Introduced lead nurture workflows aligned to the sales cycle
This was supported by a LinkedIn engagement strategy, including account growth, sponsored content and direct outreach — all aligned to key segments and international targets.
The Results
Within 12 months, the business saw significant bottom-line impact:
- 65% increase in qualified inbound sales leads
- Sales more than doubled in the UK market
- Improved marketing efficiency with no unnecessary budget increases
- Significantly reduced time spent on reporting, freeing up the sales team to focus on conversion
- Built-in marketing capability, with internal teams continuing to manage campaigns in-house with our ongoing guidance
What started as a digital transformation project became a sales and operational game-changer that fuelled international growth. The business is now a recognised leader in the UK industrial safety space, equipped with clear systems, stronger campaigns and the ability to scale further.
Turning Systems into Performance for B2B Brands
This project delivered more than marketing assets. It helped solve fundamental business bottlenecks, provided the tools for long-term visibility, and empowered a team to own their growth story.
Looking to align your processes with your growth ambitions?
