Measurable from click to order
Lead tracking into the CRM: which source brings inquiries, which inquiries become orders, and what a won order cost in marketing. Long sales cycles accounted for.
Performance Marketing for Industry & Manufacturing
Inquiries your sales team takes seriously.
Dometrics helps industrial and manufacturing companies turn anonymous online research into qualified inquiries: measurable from the first click to the order, tuned to long sales cycles.
The starting point
Where lead generation in industry usually breaks down.
The products need explaining, the decisions take months. Which is exactly why marketing built on consumer logic doesn't work here.
01
Buyers research anonymously
Most of the B2B buying process happens before anyone contacts sales. Whoever isn't visible during this research phase ends up on no shortlist and never learns there was one.
02
The pipeline hangs on the trade-show calendar
Lead generation revolves around two or three trade shows a year. In between, little happens, and a cancelled event tears a hole in the next quarter's pipeline.
03
Inquiries without substance
The contact form delivers job applications, supplier pitches and wasted spend. Sales loses time on contacts that never become an order, and loses faith in marketing.
04
Marketing ends at the click
Nobody can prove which campaign led to which order. Budget gets allocated on gut feeling instead of proven contribution to incoming orders.
The shortlist forms before sales even notices
Buyers and project managers research like everyone else: through Google, industry portals and increasingly through AI assistants. By the time a provider is contacted, the pre-selection is long settled. Whoever isn’t visible during this phase doesn’t even compete, they simply don’t exist for the decision-maker.
Dometrics helps industrial companies own this invisible phase: with content that ranks for technical and process terms, and campaigns that recognize procurement intent instead of buying reach. The result is inquiries backed by a genuine need.
From lead audit to a measurable pipeline
The starting point is an analysis of existing inquiries: where do they come from, which become orders, what does a won order cost in marketing? From that emerges a setup with a clear sequence: tracking and CRM connection first, then visibility and campaigns on the terms with buying intent.
The system behind it is the Growth Engine: five modules that interlock. How campaigns for B2B decision-makers are built in detail is shown on the Paid Advertising service page.
The solution
The Growth Engine for Industry & Manufacturing
Five modules, one goal: a pipeline that delivers qualified inquiries independent of the trade-show calendar and stays measurable all the way to the order.
Campaigns for technical decision-makers
Google Ads on search terms with procurement intent, LinkedIn and Meta for the relevant roles in the buying center. No reach for reach's sake.
Visible during the research phase
Technical content that ranks for product and process terms and gets named as a provider in AI answers. That's how the shortlist position is built before sales is involved.
Inquiries with context instead of a bare email
Landing pages per product group and an inquiry process that qualifies rather than deters: use case, quantity, time frame. Sales starts the first conversation with substance.
Develop existing customers systematically
Service, spare parts, follow-up projects: automated email sequences keep the company present with existing customers, without sales having to write every follow-up email itself.
What this delivers
- Predictable inquiries independent of the trade-show calendar
- Pre-qualified leads with use case and time frame
- Proof of which campaign contributes to which order
- Visibility for product and process terms, including in AI answers
- Marketing and sales working from the same numbers
- Existing-customer revenue through automated sequences
Case studies from this industry
Frequently asked questions
Does Performance Marketing work with sales cycles of six months and more?
Yes, when the measurement is built for it. Dometrics connects campaign data with the CRM, so even an order that closes after eight months is attributed to the source that triggered it. Steering happens through early indicators such as qualified inquiries and their order rate.
Our niche is small. Is there even enough search volume?
In narrow niches, what counts is not volume but hit rate: whoever searches for a specific process or component almost always has a concrete need. A few dozen searches a month are enough when an order is five or six figures. Whether it pays off is clarified upfront by the Growth Report.
What does it take from the company itself?
Technical knowledge from in-house: a contact for product questions and access to the CRM for order attribution. Dometrics handles the rest, from campaigns to content to tracking.