Building a Lead Engine for a 35-Year-Old Manufacturer

Here's what most companies miss about B2B manufacturing: your buyers aren't searching for your company name. They're searching for solutions to specific problems. 

A warehouse manager doesn't type "Source Equipment Company." 

They search for "heavy-duty scissor lift for loading dock" or "wire mesh storage cages 10x10x8."

Source Equipment Company Inc. supplies high‑quality material handling equipment for warehouses, manufacturing, retail, and distribution operations. They offer customized storage, lift, and workflow solutions, including wire racks, pallet racks, hydraulic lift tables, shelving, storage lockers, and more. Their team also provides expert guidance and support to help businesses optimize efficiency, safety, and space utilization. 

To capture this buyer intent, Gushwork analyzed Source Equipment’s target market, service offerings, and the specific challenges their customers face, building pages that addressed real buyer needs. It then analyzed what was working for competitors in the material handling space and identified gaps that Source Equipment could address.

Gushwork identified 130+ keyword searches their buyers were actually typing online — not generic warehouse keywords, but specific product searches with commercial intent.

It then generated content pages that answered each query: 

• "What's the weight capacity I need for my lift table?" 
• “How do I choose between a wire deck and a wood deck for pallet racks?” 
• “What are the Massachusetts fire codes for tenant storage lockers?”

Technical. Specific. Useful.

100+ keywords were optimized for content – mapped into blogs, category pages, and landing pages, and successfully published to their website. 

68 days after launch, the first lead was captured – proof that the system was actually working. 

Soon after, bigger opportunities started coming in. A facilities manager at Red Bull discovered one of Source Equipment’s new product pages, filled out an inquiry form, and requested a quote. That was the moment everything changed.

Turning Online Searches Into Real Buyers

Within five months, Source Equipment went from being invisible online to ranking for 130 Google keywords related to their core business.

But here's what matters more than website traffic: lead quality. 

The leads were mostly facility managers, warehouse directors, and procurement teams with requirements and real budgets. 

Gushwork tracked every visitor who filled a form, showing which pages drove conversions and which products prospects were researching. Source Equipment could finally see their entire pipeline — no lead slipped through the cracks.

What This Means for Your Business

If you're a manufacturer who's been told "SEO doesn't work for B2B," Source Equipment's results tell a different story. 

The reason most digital marketing fails for manufacturers isn't that buyers don't search — it's that traditional agencies don't understand how B2B buyers search, and they can't execute at the speed and scale needed to capture that demand.

Source Equipment’s approach worked because Gushwork automated the entire process. By building pages around buyer intent, publishing them automatically, and optimizing performance based on real data, the platform turned search traffic into qualified leads, accelerating the sales pipeline and driving measurable revenue growth.

Ready to Build Your Lead Engine?

If your customers are searching for solutions you provide and you're not showing up, you're leaving pipeline on the table. Source Equipment proved that even in specialized B2B markets, the right platform can generate qualified leads in under 70 days.

See How Gushwork's Platform Can Build Your Lead System →