For a global leader in industrial software—whose platform powers everything from shop floor operations to global supply chains—category authority wasn’t translating into pipeline momentum. Despite deep domain expertise and Fortune 500 clients, their demand generation engine was stuck in neutral: syndicated content drove downloads but no follow-up, CRM data was outdated, and sales teams dismissed leads as unqualified and context-free. MassMetric reimagined their approach with The Industrial ABM Orchestration Engine™, a precision system built for the multi-stakeholder, operationally complex world of enterprise manufacturing. By layering AI-driven intent signals, double-touch content syndication, and human-led qualification, MassMetric transformed passive content consumption into 700+ high-intent, sales-ready leads in just 45 days—delivering a 213% surge in qualified pipeline, 86% higher engagement, and a 2.8x ROI, all with full behavioral context attached for seamless sales handoff.

What You’ll Learn: Turning Industrial Content into a Scalable Revenue Engine

This case study reveals how a manufacturing technology leader moved beyond vanity metrics to build a predictable, high-velocity lead engine—without overhauling their tech stack or expanding headcount.

Discover how double-touch syndication, role-specific content, and real-time behavioral triggers can align marketing efforts with the operational realities of plant managers, supply chain directors, and CIOs:

• Double-Touch Syndication Drives Real Engagement: A first-touch asset via trusted industry channels builds credibility; a timely, contextual second touch—via email or call—converts interest into qualified conversations, lifting engagement by 86%. 

• Intent Signals Trump Volume: AI-powered identification of accounts researching “digital twin,” “workforce automation,” or “supply chain risk” enabled targeting based on active buying behavior—not just firmographics.

• Role-Specific Content Breaks Through Committee Buying: Separate messaging for plant managers (downtime reduction), supply chain leaders (disruption avoidance), and CIOs (legacy integration) ensured relevance across complex decision units.

• Human Qualification Adds Precision: BDRs referenced exact content interactions during calls, achieving 91% responder accuracy and ensuring only operationally relevant leads advanced.

• Contextual Handoff Accelerates Sales Velocity: Leads arrived in Salesforce with full dossiers—assets consumed, pain points surfaced, and recommended next steps—cutting handoff time by 67% and boosting sales acceptance.