--- title: "B2B Manufacturing case study | Craft Digital" description: "An agent that works the historical pipeline — old quotes, dormant prospects, past customers — and brings paid-for opportunities back to the table without n" lang: en json-ld: | [ { "@context": "https://schema.org", "@type": "Organization", "name": "Craft Digital", "url": "https://craft-digital-systems.lovable.app/", "logo": "https://craft-digital-systems.lovable.app/og-image.png", "description": "Custom software, AI, automation, and operational infrastructure for mid-market operators and their investors." }, { "@context": "https://schema.org", "@type": "WebSite", "name": "Craft Digital", "url": "https://craft-digital-systems.lovable.app/" }, [ { "@context": "https://schema.org", "@type": "Service", "name": "B2B Manufacturing operational infrastructure", "description": "An agent that works the historical pipeline — old quotes, dormant prospects, past customers — and brings paid-for opportunities back to the table without new ad spend.", "serviceType": "Outbound engine, Reactivation, Internal ops, CRM", "areaServed": "United States", "url": "https://craft-digital-systems.lovable.app/case-study/b2b-manufacturing-reactivation", "provider": { "@type": "Organization", "name": "Craft Digital", "url": "https://craft-digital-systems.lovable.app/" } }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Case Studies", "item": "https://craft-digital-systems.lovable.app/work" }, { "@type": "ListItem", "position": 2, "name": "B2B Manufacturing case study", "item": "https://craft-digital-systems.lovable.app/case-study/b2b-manufacturing-reactivation" } ] } ] ] --- [![Craft Digital](/__l5e/assets-v1/bc7a6fac-7a94-4caa-a751-a7e463885a50/craft-logo-full-color.svg) ](/) [Solutions](/solutions)[Custom Development](/custom-development)[Case Studies](/work)[About](/about) Book a Call Menu [← Back to case studies](/work) B2B Manufacturing # Years of quotes sat in the CRM while they paid for new leads. An agent that works the historical pipeline — old quotes, dormant prospects, past customers — and brings paid-for opportunities back to the table without new ad spend. Reactivation engine Owned sending infrastructure Automated follow-up sequencing Quote automation Custom CRM Broken Thousands of issued quotes went cold while the company paid to buy new leads. Built A reactivation engine working the existing pipeline on a fixed cadence, with escalation by deal value. Now One of the strongest months on record, on roughly zero new lead spend. 01 // Before and after reactivation engine Q-40118 Day 30 sent Replied Q-40233 Day 14 sent Opened Q-41007 Escalated Owner assigned Q-41552 Day 7 sent Queued ~$0 new lead spend quote history Q-40118 Sent 14 mo ago No follow-up Q-40233 Sent 11 mo ago No follow-up Q-41007 Sent 9 mo ago No follow-up Q-41552 Sent 6 mo ago No follow-up Ad spend climbing to replace this Before · Cold After · Worked ‹› The same pipeline, finally being worked. 02 // The challenge ## The _challenge._ The company was paying to generate new leads while years of quotes and past customers sat untouched. - 01 Thousands of issued quotes were never followed up after the first send - 02 Past customers went years without a reason to come back - 03 Follow-up depended entirely on whether someone remembered to do it - 04 New-lead spend kept climbing to replace demand the business already had Why off-the-shelf wouldn't work The demand wasn't missing. It was sitting in the CRM. What was missing was a system that worked the existing pipeline without depending on anyone's memory. 03 // What we built 01 ### The sequence Every open quote and dormant account gets followed up at 7, 14, and 30 days — automatically, whether or not anyone remembers it exists. cadence · every open quote DAY 7 First follow-up DAY 14 Second touch DAY 30 Final touch 02 ### Red-zone escalation Above a value threshold, automation steps aside. Those quotes land on a person's desk with the history attached. escalation · by deal value Q-41552 $8,400 Automated Q-41007 $62,900 Automated Q-40233 $11,200 Automated 03 ### Reply-to-opportunity A reply doesn't sit in a shared inbox. It flips the record into an active opportunity and routes to the seller who owns it. reply handling REPLY DETECTED LIVE RECORD → OPPORTUNITY LIVE OWNER ASSIGNED PENDING Every reply has an owner before anyone reads it. 04 Owned sending infrastructure Domains, warmup, and deliverability posture belong to the client, not a vendor. 05 CRM routing of every reply Nothing lands in a shared inbox and waits — every reply has an owner. Live · production ## Working the pipeline the business _already paid for._ reactivation · live Live 09:12 Reply · Q-41007 → owner assigned Opportunity 09:31 Day 14 sequence · 42 accounts Sent 10:02 Reply · Q-40118 → quote reopened Opportunity 10:24 Red zone · $62,900 Escalated 10:48 Day 30 sequence · 18 accounts Sent 04 // Impact ~$0 New lead spend behind one of the strongest months in company history. Follow-up at 7, 14, and 30 days on every open quote — and the sending infrastructure stays with the client. 05 // Technical implementation ## Architecture _overview._ A reactivation engine sits on top of the quote history and customer record, sequencing outreach on a fixed cadence and escalating by deal value. Sending runs on infrastructure the client owns, and every reply routes back into the CRM as an owned opportunity. technical-highlights.md - → Cadenced follow-up at 7, 14, and 30 days - → Value-based escalation to human sellers - → Client-owned sending infrastructure and deliverability - → Reply detection with CRM routing and ownership - → Automated pricing and freight calculation - → Custom CRM built around the sales motion 06 // Field notes The demand wasn't missing. It was sitting in the CRM. Follow-up stopped depending on anyone's memory. 07 // Related case studies [ Manufacturing / Enterprise ### The Manufacturer's Operating System. Seven connected systems on one data foundation, delivered in sequence — each live before the next begins. Read case study ](/case-study/enterprise-manufacturer-operating-system)[ Automotive Services ### The whole business ran on spreadsheets. Six locations, each with its own spreadsheet and a tab for every day — replaced by one scheduling system, with an intake system covering the phones around the clock. Read case study ](/case-study/multi-location-automotive)[ Field Services / Multi-Location Franchise ### The phone rings at 7pm. Nobody's there. Nights, weekends, and storm-season surges — an AI voice system that answers, qualifies, and books the appointments the business used to sleep through. Read case study ](/case-study/tree-care-after-hours) ## Let's talk about _what you're trying to fix._ Thirty minutes. No pitch deck. 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