A UK manufacturer of fall-protection equipment for construction sites got 200+ sales calls and 600+ leads from 24 countries over 2 years of outbound with Smirnov Consulting Group. Replies came from companies such as AECOM, bp, Skanska, Doka, Altrad and Saipem. We ran LinkedIn outreach and cold email side by side.
Smirnov Consulting Group is a Prague-based B2B outbound lead generation agency that runs cold email and LinkedIn campaigns for founder-led B2B companies and books qualified sales calls. 12 years in outbound, hundreds of B2B companies, 24 countries.
Who was the client?
A UK manufacturer of fall-protection equipment. Its products protect people working at height and catch falling debris on construction, industrial and energy sites. The client is anonymous here, as all our clients are by default.
A small manufacturer with a strong product has a familiar problem: the big contractors and energy companies that need the product do not know the company exists. Referrals and trade shows reach some of them. Most stay out of reach.
What did we do?
This was the setup:
- Chose the buyer segments where the product solves a daily problem: main contractors, scaffolding and access contractors, and industrial and energy contractors.
- Built target lists company by company. We checked each company's own website to confirm it does the kind of work the product is for, so the list held contractors that actually work at height, not every company tagged "construction".
- Added several decision makers per company: project directors, operations and engineering managers, procurement, and health and safety leads. On a site, the engineer specifies, the site team uses, procurement negotiates and a director signs, so one contact per company is not enough.
- Ran LinkedIn outreach and cold email side by side, and paused LinkedIn for anyone who had already replied by email, so nobody was chased twice.
- Kept the campaigns running for 2 years, refreshing the lists and adding new countries and segments as the old ones were worked through.
What were the results?
| Result over 2 years | Number |
|---|---|
| Leads | 600+ |
| Sales calls | 200+ |
| Countries the leads came from | 24 |
Replies came from companies such as AECOM, bp, Skanska, Doka, Altrad and Saipem: engineering, energy, construction and industrial services companies that a small manufacturer rarely reaches through referrals alone.
What does this case show?
Construction and industrial outbound is a long game. A contractor may like the product today and buy it for a project that starts next year. The calls are the start of a supplier relationship, and whether they turn into orders depends on project timing and on the client's own sales follow-up. We book the conversations; closing them is the client's job, and in this industry it can take many months.
The list matters more than the volume. Checking every target company against what it actually does is slow work, and it is the reason the calls were with the right buyers.
Several roles per company keep the conversation alive. When one person ignores a message or leaves, another role at the same company can still reply.
Scaling sideways works. Once a segment worked in one country, the same approach went to the next country and the next buyer type, which is how the leads came from 24 countries.
Your results will not be exactly the same. They depend on your product, your proof and your sales team.
Is this setup right for your company?
It fits a manufacturer or supplier that already has a proven product, references a buyer can check, and people who can take calls and send quotes. It does not fit a company that needs orders this month, because construction and industrial buying follows project and budget timing.
More on how we run it: outbound lead generation for construction companies, for civil engineering companies and for industrial and manufacturing companies. See all cases on /case-studies and how programs are priced on /pricing.