Newbridge Joinery: a pipeline that does not depend on word of mouth.

Where the money was going

Newbridge Joinery is a bespoke joinery company supplying building contractors, architects and property developers across Northern Ireland and Ireland. The product was strong. The sales engine was not.

New business came in through word of mouth and the occasional inbound enquiry. There was no structured prospecting, no outbound pipeline and no central record of who had been contacted or what stage they were at. The buyer universe was effectively invisible. Newbridge knew the categories that mattered but had no working list of who they were or how to reach them at scale. The business was growing on reputation alone and leaving serious qualified pipeline on the table.

What we built

We built Newbridge a complete B2B sales infrastructure covering target definition, list building, outreach and pipeline tracking.

We defined the three target categories precisely, building contractors, architects and property developers across Northern Ireland and Ireland, and excluded adjacent categories that didn’t buy. From there we built a clean, enriched prospect list of named companies and the right decision-makers inside them: directors, project managers, specifiers, design leads and procurement contacts.

On top of the list we built a cold email outreach engine. Sequenced campaigns segmented by buyer category, with messaging written for how each one actually buys joinery. Every send is tracked, every reply is routed and the team only sees leads once they’re warm.

What changed

Newbridge knows who its buyers are. The three categories that matter are defined precisely and the list holds named companies and the people inside them who actually make the decision, rather than a general enquiry address.

New business no longer waits for the phone to ring. Sequenced campaigns go out to each buyer category with messaging written for how that category buys joinery, so contractors, architects and developers are approached on their own terms rather than with the same email.

Every send is tracked and every reply is routed, so the team only sees a lead once it is warm. Nobody is working through a list or chasing people who were never going to answer.

There is a record of who has been contacted and where they stand. The pipeline is something the business can look at rather than something that lives in a few people's heads.

• Three buyer categories defined precisely, with adjacent categories that do not buy excluded.
• A clean prospect list of named companies and the decision makers inside them.
• Sequenced campaigns segmented by buyer category, written for how each one buys.
• Every send tracked and every reply routed, so the team only sees warm leads.
• A pipeline record showing who has been contacted and what stage they are at.