Launched a Full-Funnel Sales System for a One-Person Industrial Lubricants Brand — From Zero to 12 B2B Accounts in 45 Days


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.