Manufacturing OEM · Email + LinkedIn

Jindal Lifestyle: 12+ qualified OEM conversations via cold outbound

12+ qualified OEM conversations in 90 days from cold outbound, across eight coordinated campaigns.

Jindal Lifestyle wanted to open an OEM vertical separate from its retail business. We ran eight campaigns across three geographies and three named trade shows, with industry-specific positioning per region and LinkedIn outbound in parallel.

ServiceCold email + LinkedIn outbound IndustryManufacturing OEM · Email + LinkedIn GeographyUS, Europe, Mexico Timeline90 days

Engagement at a glance Closed

Type OEM vertical opening

Service Cold email + LinkedIn outbound

Buyer Plant managers · procurement leads

Geo US, Europe, Mexico

Timeline 90 days

OEM conversations 12+ qualified, in 90 days

Coordinated campaigns 8 across 3 geographies

Trade shows 3 Ambiente, NRAS, NAEFM targeted

Time to results 90d from kickoff to first qualified meeting

Overview

Who Jindal Lifestyle is and what they came to us with.

Jindal Lifestyle is a manufacturer transitioning from retail-led growth toward OEM partnerships with global home-goods brands. The buyer Growleads needed to reach was a Plant Manager, Head of Procurement, or VP Operations at Tier-1 OEMs across the US, Europe, and Mexico, with trade-show attendance as the qualifying buying signal.

The challenge

What was hard before we started.

01 OEM buyers do not respond to category messaging. The framing has to be product-specific, vertical-specific, and procurement-cycle-aware.
02 Geographic split (US, Europe, Mexico) meant three different messaging tones, three different trade-show calendars, three different procurement cycles.
03 Jindal’s existing retail-focused outreach had trained the sales team on a retail buyer profile. The OEM motion needed clean separation.

Snapshot

What changed when we took over the account.

Before

Retail-shaped outbound sent to OEM buyers (mismatch)
Trade-show attendance unused as a signal
Single-geo positioning copy across all markets

After

8 OEM-shaped campaigns mapped to procurement cycle
Trade-show roster (Ambiente, NRAS, NAEFM) signal-driven
Region-specific positioning per US, Europe, Mexico

Engagement cadence

Four checkpoints from audit to scaled outcome.

Week 1

Audit + conversion infra wired

Week 2

Account rebuild + creative shipped

Week 3

Launch on 30% spend ramp

Month 3

Cost-per-meeting holds; full spend

Our approach

Four moves that made the difference.

Trade-show roster as the primary signal

Ambiente, NRAS, and NAEFM rosters parsed into the active account list. Each attending company became a target; outreach referenced the specific trade show within 14 days of attendance.

Region-tiered positioning

Three messaging tracks (US, Europe, Mexico) reflecting each region’s procurement cycle and certification expectations. Mexico led with logistics proximity; Europe led with compliance; US led with scale.

Coordinated cold email + LinkedIn

Email opened with the trade-show reference; LinkedIn followed up with the procurement angle. Same buyer never received both within 48 hours.

Manual qualification before any plant-visit slot

Every interested reply qualified on a 15-minute call to confirm OEM intent (not retail), procurement authority, and timeline. Plant-visit slots only opened for qualified accounts.

Tools we ran

Apollo + Ocean Clay Smartlead HeyReach HubSpot

12+

qualified OEM conversations in 90 days

Results

What the engagement produced.

Across 8 coordinated campaigns over 90 days, Jindal Lifestyle landed 12+ qualified OEM conversations with Tier-1 buyers across three geographies. Three trade-show rosters (Ambiente, NRAS, NAEFM) seeded the active account list. The clean separation between OEM and retail motions meant the sales team could specialise without channel confusion.