Manufacturing · Columbus, United States
B2B Lead System for a Midwestern Components Maker
Copperline Manufacturing Co.
Copperline Manufacturing Co. needed a website and demand program that engineers and SDRs would both trust — not another brochure site.
Client: Copperline Manufacturing Co. · Location: Columbus, United States · Industry: Manufacturing
The problem
Copperline sold precision components to OEM buyers but lived on trade-show relationships. The website listed capabilities without helping engineers evaluate fit. Marketing couldn’t prove influence on pipeline, and SDRs ignored form fills that lacked drawings, volumes, or industry context.
- Brochure homepage with no application or tolerance pathways
- Content lived in sales email attachments, not on searchable pages
- HubSpot scoring treated every download as equal
- Leadership asked for “more leads” without a shared MQL definition
The solution
We rebuilt Copperline’s digital presence around how plant-level buyers actually shortlist suppliers — specs first, storytelling second — then connected LinkedIn and SEO demand into a scoring model sales agreed to honor.
Our work
Work spanned messaging, site architecture, technical content, paid social, and CRM scoring. Sales sat in every major milestone review.
Revenue workshops & ICP clarity
Interviewed AEs and applications engineers. Defined ICP tiers, disqualifiers, and the exact fields required before an MQL reached SDR queue.
Application-led website rebuild
Launched pages for materials, tolerances, and industries served. Added gated CAD/spec packs with progressive profiling.
Technical SEO & content engine
Turned internal sales guides into searchable articles. Built internal links from applications to RFQ. Fixed crawl waste on old PDF silos.
LinkedIn demand + HubSpot scoring
Ran LinkedIn to plant-level titles with offer variants. Wired behavioral scoring so SDRs only saw accounts with buying signals.
Team time invested
Flexus staffed a pod that could speak with both engineers and marketers. Hours reflect design through paid media stabilization.
| Role | Focus | Hours |
|---|---|---|
| Engagement strategist | ICP, MQL rules, executive reporting | 150 |
| UX / UI designer | IA, application templates, gated UX | 190 |
| Web developer | Build, HubSpot forms, performance | 260 |
| Content / technical writer | Guides, application copy, SEO drafts | 220 |
| SEO specialist | Architecture, technical SEO, measurement | 140 |
| LinkedIn ads specialist | Audiences, creative tests, budget pacing | 160 |
| RevOps analyst | Scoring, lifecycle stages, dashboards | 90 |
| Project manager | Timeline, sales syncs, QA | 30 |
Total Flexus effort: ~1,240 hours across 7 months.
Results
Year over year, marketing-qualified leads grew 3.1×. Discovery calls shortened because prospects often arrived with drawings and clearer volume assumptions. SDR acceptance rate of MQLs rose after the scoring rewrite.
- 3.1× MQLs versus prior year
- Sales acceptance of MQLs improved after shared scoring rules
- Organic visits to application pages became a weekly leadership chart
- Fewer “what do you make?” discovery calls — more scoped conversations
“For the first time marketing isn’t guessing — we’re arguing about which accounts to prioritize. That’s a better problem.”
— VP Sales, Copperline Manufacturing Co.