B2B Lead Generation That Brought Pennar Industries 860 Qualified RFQs
Search, LinkedIn and product landing pages for a Hyderabad steel and engineering products manufacturer, turning buyers searching for pre-engineered buildings and precision tubes into 860 qualified RFQs.
- Client
- Pennar Industries
- Location
- Hyderabad, India
- Website
- pennarindia.com
- Sector
- Industrial
- Service
- Monthly Retainer
- Duration
- 9 months (ongoing)
- Team
- 4 people: campaign lead, performance marketer, B2B copywriter, web developer
- Built with
- Google AdsLinkedIn Campaign ManagerGA4Google Tag ManagerHubSpotWebflowLooker Studio
- B2B enquiries
- 2,260B2B enquiries
- qualified RFQs
- 860qualified RFQs
- average cost per qualified lead
- ₹1,450average cost per qualified lead
- cost per qualified lead, month 1 to month 9
- -42%cost per qualified lead, month 1 to month 9
01 · About the client
Pennar Industries is a Hyderabad-based manufacturer of steel and engineering products, from cold-rolled steel strips and precision tubes to pre-engineered buildings, solar mounting structures and hydraulic systems, supplying industrial, infrastructure and automotive customers across India. Most new business came through existing relationships and distributors. Pennar wanted a steady flow of enquiries from new buyers researching suppliers online.
02 · The problem
- 01
Buyers search before they call.
Procurement teams and consultants shortlist suppliers online, and Pennar rarely appeared for product searches.
- 02
Broad catalogue, generic pages.
Enquiries landed on general pages that did not answer specifications, capacity or lead-time questions.
- 03
Unqualified enquiries.
Early leads mixed students, job seekers and small traders with genuine project buyers.
03 · Our solution
We set up B2B lead generation around Pennar's highest-value product lines. Google Search campaigns targeted product and specification keywords such as pre-engineered buildings, precision steel tubes and solar module mounting structures, with negative keywords to filter out jobs and retail searches. Each product line got its own landing page with specifications, capacity, certifications, project references and a short RFQ form asking for quantity, location and timeline. LinkedIn sponsored content reached procurement heads, plant managers and EPC contractors, and every enquiry flowed into HubSpot, where the sales team qualified it and the result was fed back to the campaigns.
04 · What we built
Product keyword campaigns
Search campaigns per product line with specification and intent keywords.
RFQ landing pages
Specs, certifications, project references and a short RFQ form per product.
LinkedIn sponsored content
Ads for procurement heads, plant managers and EPC contractors.
CRM integration
Every enquiry in HubSpot with product, source and qualification stage.
Lead-quality feedback
Sales outcomes fed back so bids favour keywords that bring real projects.
Want more RFQs from new buyers?
05 · Challenges we solved
- 1
Long sales cycles
Industrial deals take months, so we optimised for qualified RFQs rather than final orders.
- 2
Low search volume
Specialist products have few searches, so every keyword and match type was managed closely.
- 3
Lead quality
Negative keywords, form questions and sales feedback kept junk enquiries out.
06 · Our approach
Weeks 1–2
01 Research
Mapped product lines, buyer roles and keywords with the sales team.
Weeks 2–4
02 Landing pages
Built RFQ landing pages per product line with tracked forms.
Week 5
03 Launch
Launched Google Search and LinkedIn campaigns connected to HubSpot.
Weekly
04 Qualify
Reviewed enquiries with sales and fed qualification back into bidding.
Monthly
05 Scale
Moved budget to the products and keywords producing qualified RFQs.
07 · Results
Over nine months the campaigns brought in 2,260 B2B enquiries, of which 860 were qualified by Pennar's sales team as genuine RFQs. Pre-engineered buildings and precision tubes produced the most qualified leads. Feeding sales outcomes back into bidding cut the cost per qualified lead by 42% between the first and ninth months, to about ₹1,210, for an average of around ₹1,450 across the engagement.
Inside the campaign.
Key screens from the campaigns and reports. Click any screen to enlarge.
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