Introduction: The Power of ABM in Industrial Engineering & Manufacturing
Industrial engineering and manufacturing businesses, especially those with long and complex sales cycles, require a precision-targeted approach to marketing. Generic, broad-spectrum campaigns simply do not work when selling high-value machinery, equipment, or industrial solutions to procurement-driven organizations.
This is where Account-Based Marketing (ABM) changes the game. By strategically engaging high-value accounts with tailored content and personalized outreach, industrial engineering companies are closing bigger deals, shortening sales cycles, and enhancing their sales-marketing alignment.
Account-Based Marketing (ABM) isn’t just for industry giants and large enterprises. Even small and mid-sized industrial engineering & manufacturing firms are finding success with ABM. In today’s industrial market, buyer behaviours are changing. More than 60% of B2B buyers research vendors before ever speaking to sales. Traditional lead generation? It’s losing impact. If your business still relies on cold calls, generic email blasts, and mass marketing, you’re missing out on high-value deals.
This blog presents five real-world case studies of engineering manufacturers and industrial firms that have successfully implemented ABM strategies, showcasing how targeted ABM Campaigns drove revenue growth, bigger deals, higher engagement, and better conversion rates. Each case study highlights:
✅ The Challenges they faced
✅ The ABM Strategy implemented & Tech Stack used
✅ The Results Achieved
✅ The Key Takeaways for SMEs looking to emulate the ABM success
Let’s dive into how ABM is reshaping industrial B2B marketing and how you can apply these proven strategies to scale your own business. If you’ve ever thought ABM is only for large enterprises or too complex for manufacturing, these case studies will change your mind.
The case studies aren’t just proof that ABM works—they’re proof that the businesses using it today are leaving their competitors behind.
Case Studies: How ABM Transformed Industrial Sales
1. Propeller Aero – Boosting Deal Size with HubSpot ABM Tools
Why it Matters?
ABM success stories like Propeller Aero offer powerful insights for industrial manufacturers and B2B engineering businesses struggling with:
✅ Scaling outreach to high-value accounts
✅ Shortening complex B2B sales cycles
✅ Aligning sales and marketing for better collaboration
✅ Implementing data-driven personalization without excessive costs
By adopting ABM principles and technology, even mid-sized businesses can increase contract value and improve close rates, just like Propeller Aero did.
Company Background
🚀 Propeller Aero provides drone-based 3D mapping solutions for construction and engineering.
🔹 Faced difficulty scaling outreach to large contractor accounts.
🔹 Relied on disconnected tools with no clear account-level visibility in their CRM.
ABM Strategy Implemented
Key Focus Areas:
1️⃣ ABM Tech Consolidation: Fully integrated HubSpot’s ABM tools to centralize data.
2️⃣ Targeted Outreach: Identified key construction accounts for personalized engagement.
3️⃣ Cross-Team Collaboration: Ensured marketing & sales teams worked from a unified ABM dashboard to personalize outreach (targeted ads, social media, and tailored content).
4️⃣ Data-Driven Optimization: Used attribution reporting to track account engagement and conversion rates.
Results Achieved
Key Takeaways for SMEs
🔹 ABM Tech Stack is a Game Changer: An all-in-one ABM platform like HubSpot provides a single source of truth for sales & marketing alignment.
🔹 Personalization Drives Results: Even without a huge budget, targeted content & ads for select accounts outperform generic mass marketing.
🔹 Data-Driven Optimization Matters: Account-based analytics helps track engagement, ACV growth, and close rate improvements—proving ABM ROI.
🔹 Collaboration is Non-Negotiable: Regular sales & marketing check-ins improve visibility and deal acceleration.
📌 Bottom Line: ABM isn’t just for industry giants—small and mid-sized industrial tech firms can drive significant deal size growth with a structured ABM approach. Propeller Aero’s success proves that even SMEs can leverage an integrated ABM platform like HubSpot to personalize outreach, track engagement, and improve close rates efficiently.
📍 Source: Propeller Aero Increases Deal Size with ABM
2. Mechanix Wear – Pipeline Growth with Multi-Channel ABM
Why it Matters?
For industrial engineering manufacturers looking to expand into new markets, target enterprise-level accounts, and drive measurable sales growth, this case study demonstrates the power of a structured multi-channel ABM approach. If your company has struggled to break into new customer segments, align marketing with sales, or maximize ROI on outreach efforts, this case shows how ABM can solve those challenges and accelerate revenue generation.
Company Background
Mechanix Wear is a mid-sized manufacturer of industrial safety gloves and gear.
Industry: Industrial Safety Gear Manufacturing
Key Challenge: Expanding into new market segments and winning enterprise contracts in manufacturing and automotive
Pre-ABM Struggles:
- Creating awareness in new market segments
- Breaking into large accounts
- Ensuring marketing efforts supports sales outreach
ABM Strategy Implemented
Results Achieved
Mechanix Wear significantly increased its pipeline, deal closures, and engagement rates within 9 months.
Key Takeaways for SMEs
📌 Bottom Line: Multi-channel ABM drives massive pipeline growth for manufacturers. Mechanix Wear’s case study proves that a well-executed, highly targeted ABM campaign across digital touchpoints (email, ads, LinkedIn) can create rapid sales opportunities. Even SMEs can replicate this success by using a structured ABM tech stack and ensuring sales-marketing alignment.
📍 Source: Case Study: Driving $2.6M in pipeline in 9 months with ABM for Mechanix Wear
3. Industrial Equipment Manufacturer – Niche Targeting Yields New Deals
Why it Matters?
This case study is a goldmine of insights for SMEs operating in highly niche B2B markets where traditional marketing efforts often fail to generate meaningful engagement. If your business is targeting a specific segment of industrial buyers, such as OEMs, dealers, or distributors, you will discover:
✅ How ABM can be a breakthrough strategy for engaging a limited number of high-value prospects
✅ How precise targeting and educational content drive conversion for capital equipment manufacturers
✅ How data-driven refinement can help you focus on the best-performing segments for maximum ROI
For SMEs that struggle with penetrating highly specialized markets, this case study offers a replicable roadmap to success.
Company Background
This mid-market manufacturer of specialized industrial power systems (all-in-one hydraulic / electric units for heavy equipment) sought to expand its sales footprint within a niche customer base. Their primary audience included:
🔹 Heavy Machinery OEMs looking to integrate power systems into their equipment
🔹 Regional Heavy Equipment Dealers interested in reselling or customizing power systems for end-users
Challenges Before ABM:
🚧 Struggled to get the attention of decision-makers at OEMs & Dealers
🚧 Lack of market education on the long-term cost and fuel savings of its solution
🚧 Low response rates from traditional B2B marketing channels
🚧 Needed a precise, data-driven approach to reach a finite group of potential customers
ABM was identified as the best solution to break into this high-value but hard-to-reach market segment.
ABM Strategy Implemented
The manufacturer executed a two-phase ABM strategy (2022-2023) in partnership with an industrial marketing agency to hyper-target their ideal customers:
Key Tactics:
📌 LinkedIn Ads were used to directly target OEM product managers & dealer principals.
📌 Email Campaigns were customized to highlight the exact cost savings & performance benefits.
📌 Data-Driven Refinement helped the team adjust targeting dynamically to maximize engagement.
Results Achieved
The campaign surpassed expectations, delivering multiple high-value deals in a tough B2B market:
Sales & Revenue Impact:
Market & Sales Learnings:
📊 Identified high-performing segments: Mid-sized regional dealers engaged more than corporate OEM branches.
📊 Proved that niche accounts are highly valuable: Even a small group of precisely targeted accounts led to significant revenue growth.
Key Takeaways for SMEs
💡 ABM Unlocks Niche Markets
If your industry has a small, specialized customer base, ABM ensures no high-value account is overlooked. Even limited outreach can yield significant results if executed with precise targeting and personalization.
💡 Education + Personalization = Conversions
Industrial buyers need clear cost-benefit insights before making decisions. ABM-driven educational content (case studies, ROI calculators, product demos) builds credibility and drives action.
💡 Data-Driven Adjustments Maximize ROI
Real-time campaign monitoring allowed this manufacturer to refocus efforts on engaged sub-segments. SMEs must track ad engagement, email response rates, and account behaviors to refine strategy.
💡 Clear Goals & Measurable Success
Setting specific, trackable goals (e.g., “convert 3 new OEM accounts”) ensures ABM efforts stay focused. Even a few closed deals in high-ticket B2B can transform your revenue trajectory.
📌 Bottom Line: Even if your business sells to a small, specialized audience, ABM ensures maximum impact through hyper-targeted messaging and dynamic campaign refinement.
📍 Source: Industrial Equipment Manufacturer | Account-Based Marketing (ABM) Case Study
Ready to Unlock New Markets with ABM?
Does your business sell High-Value Industrial Engineering Products to a limited number of potential buyers?
Are you struggling to penetrate specialized markets?
📢 ABM can change the game for you.
🔹 Start Small. Identify your most valuable target accounts.
🔹 Educate, Personalize, Refine. Deliver highly relevant content to key decision-makers.
🔹 Measure and Scale. Track performance and double down on what works.
If you want to implement a results-driven ABM strategy for your industrial manufacturing business, book a consultation today.
🚀 Let’s Build Your ABM Success Story
4. NanaWall – Data-Driven ABM Insights with 6sense
Why it Matters?
This case study is a must-read for SMEs that struggle with identifying anonymous website visitors, attributing advertising influence correctly, and aligning sales & marketing outreach in real time. If your business is in B2B manufacturing, construction, or a complex sales industry, here’s what you’ll learn:
✅ How intent data can reveal high-value, in-market prospects that traditional analytics miss
✅ How AI-driven insights can help prioritize outreach for maximum conversion efficiency
✅ How multi-touch ABM personalization (ads, email, and website) improves sales funnel performance
✅ How small teams can compete with large enterprises by using ABM technology strategically
For any SME looking to improve sales efficiency and marketing ROI, this case study provides an executable blueprint for success.
Company Background
Industry: Manufacturing (Specialized Glass Wall Systems)
Size: Mid-sized company (30+ years in business)
Target Audience:
🔹 Architects & Contractors designing commercial & residential buildings
🔹 Construction Firms looking for high-end custom wall systems
Challenges Before ABM:
🚧 Limited visibility into buyer interest – website visitors remained anonymous
🚧 No way to track ad influence – traditional analytics only measured clicks, not engagement
🚧 Sales & marketing misalignment – disconnected outreach strategies
🚧 Needed a way to prioritize hot leads – couldn’t differentiate between passive browsers & active buyers
Proposed Solution: Implementing 6sense’s AI-driven ABM platform to uncover hidden demand signals and align sales & marketing for precision targeting.
ABM Strategy Implemented
NanaWall deployed 6sense to enhance lead intelligence and engagement tracking. Their AI-driven ABM strategy focused on:
ABM Elements & Execution:
Key Tactics Used:
📌 Website & Ad Engagement Tracking – 6sense identified high-intent accounts even when they didn’t fill out a form.
📌 View-Through Attribution – Proved Ads were influencing buyers even without direct clicks.
📌 Real-Time Alerts – Sales teams were notified when an account showed engagement surges, leading to timely outreach.
📌 Dynamic Content Personalization – Website and Ads were tailored based on the visitor’s industry and research behavior.
Results Achieved
The AI-Powered ABM Campaign helped NanaWall significantly improve sales efficiency and marketing impact:
Sales & Marketing Performance Gains:
Additional Breakthroughs:
📊 Previously hidden prospects uncovered – Sales teams proactively engaged accounts that were browsing but hadn’t inquired.
📊 Ad spend efficiency improved – Better attribution prevented cutting high-performing campaigns based on misleading CTR data.
📊 Sales & marketing now operate as one – Outreach is no longer redundant or misaligned; every touchpoint is tracked and optimized.
📌 Key Insight: ABM significantly improved prospect visibility by more than 2X.
📌 Key Insight: Ads influenced far more accounts than previously assumed, proving that engagement extended beyond just direct clicks.
📌 Key Insight: 80%+ of new deals were influenced by ABM-driven insights, proving the campaign’s impact.
📌 Key Insight: Personalization based on account insights dramatically increased engagement rates, proving the importance of segment-specific messaging.
Key Takeaways for SMEs
💡 Intent Data Reveals Hidden Demand
🔹 If you’re relying only on form fills and direct inquiries, you’re missing high-intent prospects lurking in the background.
🔹 AI-driven tools like 6sense (or alternatives like Apollo.io, Demandbase, etc.) can uncover these buyers early, giving you a first-mover advantage.
💡 AI-Powered Prioritization = Higher Conversions
🔹 Instead of guessing who’s ready to buy, NanaWall let AI rank their hottest prospects—leading to better lead-to-sales ratios.
🔹 SMEs should use predictive analytics to prioritize outreach instead of cold calling blindly.
💡 Beyond Clicks: Look at View-Through Data
🔹 Traditional ad tracking focuses only on clicks, leading marketers to kill good campaigns prematurely.
🔹 NanaWall’s case proves that ad influence extends beyond direct clicks—measuring overall account engagement is key.
💡 Even Small Teams Can Use ABM Tech Effectively
🔹 Don’t assume that sophisticated ABM platforms are just for enterprises.
🔹 NanaWall—a mid-sized manufacturer—successfully deployed 6sense to optimize its entire revenue strategy.
🔹 Many ABM vendors provide SME-friendly support, making advanced tech accessible even for lean teams.
📌 Bottom Line: ABM success is about timing, personalization, and using data to engage accounts at the right moment. NanaWall’s AI-driven ABM approach proves that even mid-sized manufacturers can compete with bigger players by focusing on predictive insights and precision outreach.
📍 Source: Manufacturer NanaWall Gains the Competitive Edge with 6sense | 6sense
5. Hexagon – Personalization & Alignment at Scale via Demandbase
Why it Matters?
This case study is particularly insightful for mid-sized and growing businesses struggling with account coordination across multiple product lines or business units. If your company operates in B2B industrial tech, manufacturing, or engineering, here’s why this case study is worth your time:
✅ How aligning sales and marketing with data-driven account insights improves engagement and conversion
✅ How personalization at scale significantly boosts digital marketing performance
✅ How orchestrated ABM campaigns prevent prospect overload and enhance customer experience
For SMEs with multiple product offerings or departments reaching the same customers, this case study reveals how to avoid duplicate outreach and optimize your ABM efforts for maximum efficiency.
Company Background
Hexagon AB is a global industrial tech company that provides software, sensors, and digital solutions across manufacturing, aerospace, and engineering industries.
Challenges Before ABM:
🚧 Lack of visibility—different business units were unknowingly targeting the same accounts with uncoordinated messages
🚧 Marketing efforts were not aligned with sales, leading to inconsistent ABM execution
🚧 Limited insights into which accounts were actively researching solutions
🚧 Struggled to personalize outreach at scale without overwhelming prospects
To solve these issues, Hexagon adopted Demandbase One to create a centralized ABM strategy.
ABM Strategy Implemented
Hexagon structured its ABM program around Demandbase’s advanced AI-Driven Account Insights to unify sales and marketing teams. Key strategic changes included:
Key Tactics:
📌 Suppressed generic marketing campaigns when an account was in an active sales cycle to prevent messaging overload
📌 Personalized ad creatives based on company type (e.g., SMB vs. enterprise) to improve relevance
📌 Optimized digital engagement by analyzing real-time account activity and adjusting outreach accordingly
Results Achieved
Hexagon’s coordinated ABM Strategy delivered measurable improvements in engagement and efficiency.
ABM Performance Metrics:
Strategic Learnings:
📊 Unified Data = More Precise Outreach – Moving from hunches to data-driven targeting led to a significant increase in engagement.
📊 Personalized Ads Outperform Generic Campaigns – A 278% lift in CTR proves the power of customization.
📊 Optimized Digital Engagement Boosts Buyer Interest – 49% more page views per visit indicated stronger buyer research activity.
Key Takeaways for SMEs
💡 Account Insights Drive Smarter Outreach
SMEs should centralize data on key accounts (e.g., through CRM integrations or simple account intelligence tools). Even basic account scoring (e.g., tracking web visits, email engagement) can help prioritize high-intent leads.
💡 Avoid Prospect Overload with Coordinated Outreach
Sales and marketing teams must work together to ensure accounts receive the right message at the right time. Set up lead suppression rules (e.g., pause marketing emails if an account is in active discussions with sales).
💡 Personalization = Higher Conversion Rates
Even simple personalization techniques (such as tailoring email subject lines based on industry) can drive significantly higher engagement. Hexagon’s 278% CTR improvement shows that even minimal personalization efforts can yield massive results.
💡 Sales & Marketing Alignment Maximizes Efficiency
Whether you’re a large firm or an SME, ensuring sales and marketing agree on target accounts, messaging, and priorities will eliminate wasted effort and improve results. Hexagon’s experience shows that when both teams focus on the same accounts, they win together.
📌 Bottom Line: If your company sells multiple solutions to a shared set of target accounts, a cohesive, account-based approach (rather than disconnected sales & marketing efforts) will maximize engagement, conversion, and efficiency.
📍 Source: Hexagon Takes the Guessing Game Out of ABM With Insights From Demandbase
ABM in Industrial Markets: Key Takeaways from Real-World Success
These case studies prove that ABM is a game-changer for industrial and manufacturing businesses looking to secure high-value deals, penetrate new markets, and align marketing and sales for maximum efficiency. From precision targeting and data-driven personalization to intent-based outreach and sales enablement, these companies transformed their pipelines by focusing on the right accounts, at the right time, with the right message.
Whether using enterprise ABM platforms like Demandbase and 6sense or leveraging integrated ABM features in HubSpot, the principles remain the same—treat high-value accounts as markets of one, align teams around a unified strategy, and use actionable data to refine efforts continuously.
The bottom line? ABM isn’t just for large enterprises. With the right strategy, even mid-sized manufacturers and niche industrial suppliers can scale their outreach, shorten sales cycles, and drive bigger deals—proving that a targeted, personalized approach wins in complex B2B markets.
What Industrial Engineering Manufacturers can learn from these ABM Wins?
From the case studies above, several common themes emerge that can help industrial engineering and manufacturing businesses execute high-impact ABM campaigns:
1️⃣ Target High-Value Accounts, Not Just Leads
ABM is about deeply engaging a select number of ideal customers, rather than chasing large volumes of unqualified leads. Every case study here demonstrates a focus on ICP-aligned accounts that drive substantial revenue growth rather than just short-term lead generation.
2️⃣ Multi-Channel Personalization Drives Conversions
Successful ABM isn’t a one-size-fits-all approach. Winning campaigns used a combination of:
✅ Personalized email sequences targeting key decision-makers.
✅ LinkedIn & paid ad campaigns engaging the buying committee.
✅ Direct mail & interactive experiences creating a tangible brand connection.
✅ Webinars, technical whitepapers & product demonstrations that resonated with engineering and procurement teams.
3️⃣ Account Intelligence is the Foundation of ABM Success
Companies that leveraged intent data, buyer signals, and engagement analytics (like 6sense, Demandbase, or HubSpot ABM tools) saw higher deal sizes and faster close rates. Industrial buyers have long research cycles—knowing when an account is in-market through smart ABM tools gives your team a massive competitive advantage.
4️⃣ Sales & Marketing Alignment is Non-Negotiable
The best ABM campaigns don’t treat marketing and sales as separate entities—they work as a single revenue team. Case studies show that tight collaboration between sales and marketing leads to higher engagement rates, better deal flow, and stronger customer relationships.
5️⃣ Data-Driven Refinement is Key to ABM Growth
ABM isn’t static—it requires constant optimization based on performance data. The companies in these case studies continuously adjusted targeting, messaging, and channel focus based on insights from their ABM platforms. ABM success is about agility—the best campaigns scale over time by doubling down on what works best for their high-value accounts.
Final Thoughts: Why ABM is Essential for Industrial Manufacturing Growth
These case studies make it clear—ABM isn’t just another marketing trend. It is the most effective approach for manufacturers selling high-ticket industrial solutions, capital equipment, and B2B services.
By executing a structured, data-driven, and highly personalized ABM strategy, industrial businesses can:
✅ Increase Deal Size by proving ROI to procurement-driven buyers.
✅ Reduce Sales Cycles by engaging accounts at the right time.
✅ Create deeper Trust and Credibility with high-value customers.
✅ Ensure marketing efforts directly impact Sales Pipeline Growth.
ABM has helped these companies Identify, Engage, and Convert their best-fit accounts. But what happens after the deal is closed?
That’s where Account-Based Experience (ABX) comes in. In our next blog, we’ll explore how industrial engineering manufacturers can ensure long-term customer retention, loyalty, and advocacy through a structured ABX Framework.
