Smarter Segments, Better Sales: How a Precision Manufacturer Transformed Their Outreach with Nabu

Nestled in the Merrimack Valley, a family-run precision components manufacturer had been supplying niche parts to OEMs and industrial clients across New England for nearly two decades. With over 300 SKUs and a reputation for reliability, they weren’t struggling—but they weren’t growing either.

“We had loyal customers and decent volume, but no insight into who was behind those orders. Engineers? Procurement managers? R&D teams? We were flying blind.”

— VP of Business Development

Their sales and marketing team was running generic outreach, relying on email blasts and static spec sheets. Results were hard to measure. Lead conversion had stalled, and customer churn was quietly creeping up.

That’s when they brought in Nabu.

By integrating their CRM, order history, and distributor portal data, Nabu quickly uncovered clear customer segments:

• “Prototype Teams”—small-batch, high-frequency buyers testing components during product design.

• “Contract Reorderers”—repeat buyers who stuck to a narrow SKU set but valued speed and price consistency.

• “Spec Hunters”—engineers who browsed, downloaded data sheets, but never crossed the purchase line.

Armed with that intelligence, the team made surgical changes:

• A self-serve sample portal for prototype teams, reducing friction and response time.

• New tiered pricing plans for high-volume reorderers, improving retention and order size.

• A technical drip campaign for spec hunters with simplified RFQ forms, CAD-ready files, and application guides.

The impact in one quarter:

• Sample requests jumped 60%

• First-time buyer conversions rose 33%

• Sales team close rates improved 40% on warm leads

“We used to think growth meant chasing new logos. Nabu showed us that the real gold was in understanding our existing customers better.”

Today, the company includes Nabu insights in every quarterly review—helping their lean team focus on the right customers with the right message, every time.

And as their footprint expands beyond New England, they’re doing it with a smarter, segmented go-to-market playbook that starts right at home.