Client Overview
Industry: Industrial lubricants and maintenance fluids
Team Size: Solo founder — ex-sales director for a multinational chemicals brand
Market Focus: Mid-size factories, equipment rental yards, regional fleet maintenance operations
Complexity: Regulated product categories, technical specs, high-friction procurement, and intense product scrutiny
The founder knew the market, knew the buyers, and had supplier relationships lined up — but had no digital presence, no systems, and no way to start selling at scale without picking up the phone 40 times a day.
He came to me with this:
“I know how to close these guys. I just don’t want to build a business that chains me to a truck and a spreadsheet.”
Role & Duration
Role: Ground-Up Growth Architect — Strategy, Infrastructure, Execution
Engagement Duration: 8-week full-stack build, from idea to operational revenue
My job wasn’t to build a brand — it was to build a machine that generated trust, educated buyers, and created recurring industrial accounts. From scratch.
The Challenge
This market doesn’t convert on pretty websites or slogans.
Buyers are skeptical, slow-moving, and loyal to vendors they trust — unless you give them a reason to change.
What didn’t exist yet:
- A functional digital channel to generate and qualify B2B demand
- A product education layer to address performance concerns and technical specs
- A purchase journey that made switching vendors feel worth it
- Any way to systematize the founder’s pitch, knowledge, and follow-through
This wasn’t a marketing problem.
It was a systems architecture challenge in a trust-critical, regulated B2B vertical.
Strategic & Operational Approach
Step 1: Positioned the brand around trust, not commodity
Industrial fluids all sound the same. So we didn’t sell the lubricant.
We sold “zero downtime, no questions asked.”
The new value prop:
“We help equipment teams eliminate surprise failures by making sure you’ve got the right fluid — in stock, on time, and backed by engineers who care.”
Every landing page, email, and quote form reflected that priority: risk reduction, not just product spec.
Step 2: Engineered a full-stack digital buyer journey
We built a lean digital system that made it stupid-simple for buyers to engage:
- Onboarding quiz that routed buyers to one of four primary use cases (fleet, factory, rental, agri-equip)
- Micro-spec library with downloadable PDFs for high-frequency SKUs
- Fast-track RFQ forms for reorder-prone fluids (gear oil, hydraulic fluid, grease types)
- Instant lookup tools for OEM equivalency and performance comparisons
No fluff. Just the tools buyers needed to evaluate and move forward — quickly.
Step 3: Built a backend system that mimicked “old-school rep” behavior — at scale
We installed workflows that:
- Captured buyer segment and SKU interest at the point of first touch
- Triggered relevant spec assets and reorder guidance automatically
- Scheduled smart follow-ups for quote timing, usage data, and supplier comparisons
- Logged every touchpoint in a CRM — ranked by urgency and account potential
The founder didn’t need a sales team.
He had a machine doing 80% of what his old job used to demand.
Step 4: Designed reorder and lifetime value systems from Day 1
We made sure no sale was one-and-done.
- Post-sale install guides reduced tech support calls
- Timed reorder nudges based on usage volume
- Buy-again bundles and bulk incentive offers for top accounts
- Quarterly usage check-ins (automated but personalized) to keep clients close and sticky
Results & Business Impact
By week 6 of the 8-week build, the system was live and humming.
- 12 new B2B accounts opened in the first 45 days — from cold traffic and direct outreach
- First reorder placed within 21 days of onboarding, with 4 more within the first 30
- Quote-to-close rate of 39% — exceptional for cold-start technical sales
- Founder working less than 25 hours/week while personally managing every deal
- Zero tech debt — lean stack, no plugins, no marketing bloat
Best of all: every new customer moved into a predictable post-sale system designed for LTV, not just orders.
Why Working With Me Changed the Game
This wasn’t “growth consulting.”
This was end-to-end revenue architecture for a real-world, regulated, boring-product B2B category.
No hacks. No TikTok funnels. Just:
- Clear positioning
- Conversion infrastructure
- Sales workflows that do the heavy lifting
- A backend that makes scale feel calm, not chaotic
If you’re starting or scaling a B2B brand and want real traction, not just web traffic, I build systems that do the job.
Most “growth” people bring dashboards and jargon.
I bring revenue infrastructure — built for the way industrial buyers actually buy.From zero to deal flow in 60 days — with systems that keep working long after launch.
Work with me once, and you’ll never start from scratch again.