Machine monitoring for plants that can't afford downtime
MachineCDN connects factory machines and uses AI to spot problems before they stop production. Sensors track vibration and temperature, cellular connectivity bypasses the plant network so IT doesn't have to get involved, and customers pay per monitored machine.
Many of its buyers run plastics and packaging plants. For them, an unplanned stop on a single machine can hold up an order, so predictive maintenance is an easy idea to like and a hard purchase to prioritize.
The right buyers don't live in their inbox
MachineCDN sells to plant managers, maintenance leads and operations executives. They spend their days on the floor, and cold email wasn't getting their attention.
Mike Dennis, MachineCDN's VP of Sales, wanted his team spending its time on the conversations that actually move a plant toward a decision. To do that, reps needed to know which manufacturers to go after, who to talk to there, and what to say when they got them on the phone.
Find the plants showing interest and research them first
MarketBetter identified 286 companies visiting the MachineCDN website and scored each one for fit. Most were not buyers, and those were set aside. More than 40 were flagged as worth a sales conversation.
The team also built a Sales Navigator list of contacts at plastics manufacturers, and MarketBetter tracked trade podcast episodes that mentioned relevant companies and topics, 19 of them so far. For each account, MarketBetter pulled together what the company makes and who is likely to own the decision, so a rep could start the conversation already knowing the plant.
Go where plant leaders actually respond
Rather than add more email, Mike's team moved the work to two channels: LinkedIn and the phone. A rep would connect with the plant or operations leader on LinkedIn with a note about their operation, then follow up with a call.
The research made those touches specific. A rep calling a packaging plant could talk about keeping its lines running, not read a generic pitch about IoT.
Every call starts with a reason
Each day, reps worked accounts that had a reason to hear from MachineCDN: a recent website visit, a mention in a trade podcast, or a strong fit with the plastics and packaging plants MachineCDN already serves.
Because the research was done before the call, reps spent their time talking with plant leaders instead of looking them up.
More than $250K closed, without leaning on email
MachineCDN has closed more than $250K in sales from this work. Every one of those deals came through LinkedIn and phone conversations.
For a team selling to people who rarely read cold email, the lesson was simple. MarketBetter found the accounts and did the homework, and Mike's reps put their time into the two channels plant leaders actually answer.