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Case study

Case Studies

How an electronics manufacturing firm used TLM’s lead generation and appointment setting program to generate qualified leads.

About Client

Based in Oregon, the company operates a manufacturing facility that supports the electronics manufacturing and assembly needs for the business. This includes electronic contract manufacturing, PCB assembly, box build assembly, custom cable assembly, and wire harness assembly.

Electronic Manufacturing Company

Business Problem

  • The leads they were receiving weren’t from the right people, which was a big concern for them. 
  • They were also short on hands to effectively manage cold calls and email marketing efforts. 
  • The company retained one vendor for lead generation and appointment setting, but they didn’t deliver qualified leads. As a result, the company began investigating alternative channels to actually acquire qualified appointments. 
  • They were also worried about the budget they had allocated to lead generation and appointment setting and were interested in less costly alternatives.

Our Plan

  • When we first met with the client to better understand the problem, it was clear they weren’t getting the kind of leads they wanted. They mentioned to us that they used email marketing before, but it didn’t work well for them. We proposed a proven email marketing plan and a means of executing it to actually deliver the leads they were seeking. 
  • We started with our basic plan, which includes one dedicated team member for contact discovery and four shared team members assigned to campaigning, exclusions, lead identification, and document management.
  • The contact discovery resource was trained on the personas and the kind of industries the client was interested in. We started by targeting owners, CXOs, and leaders of purchasing, supply chain, electrical, and procurement divisions. 
  • We designed a rich-text campaign that included a good mix of infographics and text. The messages were kept short, crisp, and to the point. It was important to us to keep the campaign simple and free of jargon.
  • A campaigner was then engaged to execute the campaign. As part of the execution strategy, we decided to only email one person per company to avoid the perception of spamming. This took the form of disciplined bulk emailing, ensuring the right contacts at the right companies received the right messages. 
  • The lead identifier was instructed to forward all credible replies with specific requirements to the client. Some replies came through requesting particular kinds of electronic manufacturing lead generation needs, which required client intelligence to appropriately reply and secure a meeting. For other hot leads, we scheduled them directly on the client’s calendar.


  • The client was able to secure the leads they wanted with a smaller budget. With our help, they were able to talk to the right people and pay less. 
  • They freed themselves of the burden of prospecting and writing campaigns/email scripts. We took on those activities on their behalf.
  • This campaign worked so well right from the beginning, and the client was impressed with the results. In the first month alone, we delivered 17 leads and continued to generate 12+ conversations every month thereafter. 
  • Some leads were easy to close, while others were more transactional in nature, where the prospect had particular needs and wanted the client to submit a proposal for their services.