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Industrial automation companies · Lead generation

Fill the pipeline beyond the three plants that carry you.

Lead generation for an integrator is finding plants whose lines match what you have done, reaching the right engineer, and telling a real project from a spares enquiry. GullySales builds the account list, the qualifying questions and the record of what each source produced.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of industrial automation companies at work in India

What lead generation means

Lead generation is the combined work of every channel that brings in a new enquiry, whether from search, adverts, referrals or a stall at an exhibition. GullySales runs these channels together and reports the number of enquiries each one produced, not the activity behind it.

Also for industrial automation companies

Sales and marketing for industrial automation companies, the overview.

Last updated 5 Oct 2026.

For industrial automation companies

Where it usually goes wrong, and what we would do.

  • “Three customers is not a pipeline”

    When one plant freezes its capex, half your engineers are idle and nobody has been building the next accounts.

  • “The engineer who finds you cannot sign”

    A maintenance head starts it, the plant head weighs downtime and purchase decides, so all three have to be known by name.

  • “An enquiry is not a project without a budget line”

    Ask which financial year the money sits in, and whether the shutdown window has been fixed.

What we do

What we deliver for industrial automation companies.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. A named account list by industry and region

    Plants whose lines match your past applications, with the maintenance head, project engineer, plant head and purchase contact researched for each.

    Result: Sales visits go to plants that fit what you do.

  2. Qualifying questions before a site visit

    The machine, the fault, the budget year, the approver and the shutdown window, asked on the first call and written down.

    Result: Engineers stop travelling for enquiries that were never projects.

  3. Enquiry routing by type

    Spares, small orders and project enquiries separated the hour they arrive, each with a person and a reply time against it.

    Result: A retrofit enquiry is not answered after the drive buyers.

  4. A capability note for OEM distributors

    A one-page note for the local distributors of controller and drive brands, who are regularly asked to recommend an integrator.

    Result: The distributor who cannot programme it sends the plant to you.

  5. A show plan with the follow-up written first

    Target accounts contacted before IMTEX or a regional show, every card entered the same week and the first call already scheduled.

    Result: The stall produces site visits rather than a pile of cards.

  6. Enquiries and quotes recorded by source

    Where each enquiry, quote and order came from, reported against the baseline taken before the work starts.

    Result: You feed the source that produced purchase orders.

How the result is measured

  • Enquiries generated
  • Cost per enquiry
  • Enquiries by source

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full demand and lead generation page

Where enquiries come from

The places an automation integrator's enquiries arrive, and what to record at each.

Plant engineer's WhatsApp with a photo of a machine
Record the plant, the machine, the fault or upgrade and who sent it. Ask for the PLC or drive make and the budget year before offering a visit.
IndiaMART or directory enquiry
Log the buyer, the item and whether it is a project or a spare. Ask what machine it is for in the first reply, and keep spares enquiries in their own list.
Lead passed on by an automation brand's channel team
Record the brand, the plant and the product. Tell the brand the outcome, as channel teams pass leads to partners who report back.
Machine builder's RFQ for a control panel or integration
Note the builder, the machine, the drawings and the delivery date. Ask for the I/O list and the make preferences, and record when the quote went.
Exhibition or technical seminar contact
Write the engineer, the plant and the application they discussed. Send a case from a similar line, and set a date for a site visit.
Existing customer's new line or expansion
Record the customer, the line and the date of commissioning. These come through the maintenance head, so ask what else is planned when you visit for service.

Who it is for

This is written for these industrial automation companies.

  • PLC, SCADA and HMI system integrators
  • Control panel and MCC panel builders
  • Robotics and pick-and-place integrators
  • Special purpose machine builders
  • Process automation and DCS integrators
  • Industrial IoT, MES and energy monitoring providers
  • Authorised channel partners and distributors of automation brands
  • Drive, motion control and servo specialists
  • Retrofit and migration specialists for old control systems

Not for

It is not the right fit if.

  • Your engineers are booked on current commissioning and nobody could survey a new plant, so more enquiries would only be delayed.
  • You have not decided which lines or industries you take on, so every enquiry would be an argument about scope.
  • No one records enquiries after the call, so a new source would drop leads just as the old ones are dropped.

How it works

How the lead generation work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Understand your capacity

    We ask how many enquiries your team can answer well, who answers after hours, and what a good enquiry looks like. Without this, the system fills a funnel nobody is watching.

  2. 2

    Audit current sources

    We read your call log, WhatsApp chats, enquiry sheet and platform dashboards. The baseline is recorded: enquiries by source, reply time, conversion and cost per order.

  3. 3

    Strategise the channel mix

    Search and maps are chosen for people ready to buy, ads for people who are not yet looking, and content and referrals for trust.

  4. 4

    Implement capture and follow-up

    Pages, forms, tags, the lead record and the first-reply message are built and tested end to end. We submit test enquiries ourselves before any media money is spent.

  5. 5

    Measure and optimise

    Enquiries are traced to source and judged by what became orders, not by volume alone. Channels that fill the sheet with poor enquiries are cut back. How often you are reported to is agreed in writing.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
How do we qualify an enquiry quickly?
Ask the machine, the problem, who approved the budget and the shutdown date. Two of those missing means it is early.
Should we stay on IndiaMART?
Yes, for spares and small orders, but route project enquiries away from the person answering price questions.
A plant asks for a free site visit and a free proposal. Do we do both?
Visit if the plant has a named budget year and an approver, since a visit costs a day. For a detailed design, offer a paid study. Record the budget and the approver before you go. A visit with neither is usually a price check.
How do we record a long project that stays open for many months?
Log each contact with the date, the person and what changed, and set a clear next step. Note the budget approval and the purchase order dates. In long projects, a missed follow-up is the usual way an order is lost.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for industrial automation companies.

All articles

More for industrial automation companies

Everything else we would do for you.

Closest to this: leads and follow-up

Also for industrial automation companies

Or start from the overview: sales and marketing for industrial automation companies.

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