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In the industrial market, it’s crucial to stand out from the competition when finding new business opportunities. Whether you work in oil and gas or manufacturing, the industrial market is saturated with businesses looking for the same prospects.

Lead generation for industrial companies can transform your marketing attempts into more revenue. This page will break down lead generation, including:

Read on to learn more about lead generation for industrial companies! Or, if you want to get started immediately with lead generation, call 888-601-5359 to speak with a strategist today!

What is lead generation for industrial companies?

Lead generation is the process of finding, nurturing, and converting users who have expressed interest in your business.

For industrial companies, this process means finding users online who need your services. Your approach might look different depending on your specific industry, but every business needs to find leads to stay afloat.

Why use lead generation for industrial companies?

There are many benefits to creating a lead generation campaign, including:

  • Expanding your market: As you learn more about your target audience and who is interested in your services, you might learn about gaps in the market that you can fill. This gives you the chance to grow your business and keep reaching new leads.
  • Boosting visibility and awareness: Lead generation is more than getting conversions — it’s about promoting your brand and company. You can use it to stand out amongst the competition in your industry.
  • Improving lead quality: With lead generation, you can focus only on qualified leads and avoid targeting people who don’t need your services. You can spend more time reaching those most likely to convert.
  • Generating more revenue: Above all, lead generation can help you generate more revenue and grow your bottom line!

Lead generation is an integral part of running a business. As an industrial company, you likely already have some form of outreach or lead generation, whether you realize it or not. However, setting up a designated lead generation campaign can give you better results.

Lead generation techniques for industrial companies

Once you understand why lead generation matters, you can start planning your strategy for industrial clients. If you are ready to jump into generating leads, there are a few different tactics to try:

  1. Search engine optimization (SEO)
  2. Pay-per-click (PPC) advertising
  3. Email marketing
  4. Content marketing

These are just a few popular lead generation strategies that companies in your industry use to generate new business. Let’s investigate each one below.

1. SEO

SEO is the process of making your website friendlier to search engines and users. With SEO, you can boost your rankings in the search engine results pages and improve your overall visibility online.

While SEO is popular across all industries, 59% of B2B marketers specifically think that SEO has the greatest impact on lead generation goals. Basically, if you want to generate leads, SEO is the bread and butter of doing so.

Some key points of SEO include:

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2. PPC

PPC is a type of online advertising where you only pay when someone clicks on your ad. So if someone searches for an industrial company or service, this is what a PPC ad would look like:

ppc example

With PPC, your ad only shows up for people who are searching for your services. Google wants to give people the most relevant search, and that helps you increase your chances at converting users.

These ads are excellent for generating leads, and they go hand in hand with SEO. Plus, you only have to pay when someone clicks on the ad, so you can better control your budget and only target people interested in your services.

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3. Email marketing

Email marketing is a tried-and-true lead generation method. With email marketing, you can keep in touch and gather data on users who visit your website. You can also use emails periodically to keep them interested in your company and share news.

There are many types of emails, including:

  • Company newsletters
  • Promotions and sales
  • Updates and news
  • Touchpoint and transactional emails

One of the key perks of email marketing is establishing contact with leads. Usually, you can get people’s email addresses by offering them a discount or gated content. This opens the door for further communication and potential sales.

View Email Marketing Services

4. Content marketing

Content marketing is a type of marketing that focuses on sharing copy, images, videos, and other resources to engage with customers. Anything that you post or create can be considered content, and it is essential for connecting with leads and building awareness.

This industrial site has a whole resource tab filled with content and information for their visitors:

content marketing example

About 91% of B2B marketers use content marketing to generate leads. That means, if you haven’t invested in your content, your competitors likely have. Creating content can help you show your brand’s personality and build a connection with your leads.

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Our digital marketing campaigns impact the metrics that improve your bottom line.

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WebFX has driven the following results for clients:

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$6 billion

In client revenue
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24 million

Leads for our clients
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7.14 million

Client phone calls

Generate qualified leads for your business with WebFX!

Now that you have some background on lead generation for industrial companies, it’s time to consider how you’ll implement strategies. If you want help, look no further than WebFX — a professional digital marketing agency.

We have 28 years of experience helping industrial businesses find the best lead generation strategies. We know every business is unique, so we create custom plans based on your goals, budget, and market.

So far, we’ve generated 24,859,684 leads for our clients — and we will do the same for you. Check out our lead generation services to learn more, or contact us online to speak with a strategist today!

We Drive Results for Industrial Companies

  • 145+ experts in heavy equipment
  • You get a team dedicated to your success

Get a Proposal

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Explore our industrial case studies

Read our case studies for a more in-depth look at our results.

Sharretts Plating


Increase in quote requests

York Saw & Knife


Increase in Amazon sales YoY

Polymer Solutions International


Increase in quote requests YoY



Get a free proposal

Solving key challenges for industrial companies

Our website isn’t driving enough traffic

When prospects look for industrial products online, your website needs to be one of the first results they see so you can maximize your web traffic. Make that goal a reality with WebFX.

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We’re not selling enough products

Reach your sales goals with custom digital marketing plans designed to optimize your website and campaigns to maximize your conversions and product sales.

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We’re struggling to retain customers

Our team specializes in helping your industrial company implement strategies that build long-term relationships with clients and foster brand loyalty so you can keep your clients coming back again and again.

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Our marketing efforts aren’t providing a high return

Leverage the power of data to make smarter marketing decisions that drive a higher ROI for your company instead of relying on gut feelings with our data-driven marketing plans.

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