Newsletter and CRM for industrial companies
Every plant is sitting on a list: buyers who asked once, quotes that went out and never came back, accounts that stopped ordering two years ago. That list is the cheapest order book in the building, and almost nobody works it.
A 30-minute video call. The audit document and the 90-day plan.
The quote goes out and the follow-up depends on who remembers.
Contacts live in three inboxes, an old spreadsheet and the head of the salesperson who is about to retire. A quote sits unanswered for six weeks because nobody owns the chase, and the dormant account gets called the day somebody happens to think of it. That is not a pipeline, it is memory.
Newsletter & CRM
CRM segmented by product family and country
One database instead of three inboxes: cleaned, deduplicated and split the way you actually sell.
Fortnightly newsletter, written, designed and sent
Technical content the buyer keeps: applications, standards, capacity, lead times. On the Monopoly plan it goes out weekly.
3 automations that do the chasing
Welcome, quote sent and dormant account: the three moments where an industrial sale gets lost through silence.
Segmentation by buying moment
Someone reading about a machine is not someone comparing suppliers. They do not get the same email.
Reporting that ends in quotes requested
Opens and clicks are hygiene. The number on the report is quotes requested from email.
How it runs
- 01
01 · Inventory of the list
We pull together what exists — inboxes, spreadsheets, the ERP export, the badges from the trade fair — and see how much of it is still alive.
- 02
02 · Clean and segment
Deduplicated, corrected and split by product family, country and buying moment, with consent handled properly.
- 03
03 · Wire the automations
Welcome, quote sent and dormant account, each with its own copy and its own trigger out of the CRM.
- 04
04 · Publish on a fixed cadence
Fortnightly issue, always on the same day. Cadence is what makes the plant familiar before the RFQ.
- 05
05 · Read it as a pipeline
Monthly review of quotes requested from email and of which segment produced them.
What changes
No quote sits unanswered because nobody owned the follow-up.
The dormant account gets a reason to come back before the competitor gives it one.
Sales stops rebuilding the contact list every time somebody leaves.
Email produces requests to quote, not open rates for a slide.
Who we work with
Capital equipment
Machines that get specified a year before they get bought.
Components & metal
Sell capability, not a price per kilo.
Chemicals & materials
The technical data sheet is your best salesperson. Publish it properly.
Automation
Integrators sell trust. Trust is written down or it does not exist.
Logistics & equipment
Racking, handling and intralogistics: sold by capacity, bought by throughput.
Technical distributors
Twelve thousand references and nobody finds the one they need.
Questions
We already have a CRM nobody uses. Do we throw it out?
Usually not. Most industrial CRMs fail because nothing feeds them, not because the tool is wrong. We segment what is there and connect the newsletter and the automations to it.
Our list is small. Is it worth it?
In industry, small and correct beats big and cold. Two hundred contacts who specify your product family are worth more than twenty thousand who never will.
Who writes the newsletter?
We do, with engineering review on anything technical, and it goes out under your name. Same rule as everywhere else: no data, no piece.
What about consent and data protection?
We work with declared consent and a documented source for every contact. B2B lists bought by the thousand are not part of the method.
If we stop working together, do we keep the database?
Yes. CRM, list, automations and content are yours. If we ever leave, the order book and its keys stay in your plant.
Book your free audit
A 30-minute video call. The audit document and the 90-day plan.