What we do · how it fits together
Lead generation for engineering companies, counted in meetings and quote value
On this page a lead means one thing: a named person at a firm you want to sell to, who has agreed to talk about work. A download, a website visit or a name on a bought list doesn't count. Here is how KS Media produces them for UK power and energy engineering firms, and how you can check the numbers.
A twenty-minute call with Kirish.
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Lead generation for an engineering company is the work of getting named buyers at the right firms to agree to a conversation about a contract. KS Media does it for UK power and energy engineering firms in five workstreams: outreach to a named account list on live buying signals, technical content engineers trust, trade-show campaigns, LinkedIn account-based marketing, and work on the sources search and AI answers cite. It is sold as the Pipeline Engine, from £3,000 a month, after a three-week Diagnostic.
Definitions
The words, defined
- Lead
- A named person at a target account who has agreed to a meeting about work.
- Enquiry
- Someone who contacts you first, through the site, a call or an email.
- Opportunity
- A meeting that has turned into a quote, a tender or a framework application with a value attached.
We report all three, separately, every month. A reply that says “not now” is logged, but it isn't a lead.
Fig 01
Where meetings come from
- Q1Named accounts
- Q2Contacts
- Q3Replies
- Q4Meetings
- Q5Opportunities
- Q6Orders
Each stage has its own rate, and most firms only know the last one, their win rate on quotes. The Diagnostic measures the earlier ones from your quote history and a live message test, so the plan rests on your numbers rather than ours.
Schedule 01
Five workstreams, one report
| Ref | Workstream | What it does for the pipeline |
|---|---|---|
| W1 | Outbound to named accounts | Starts conversations with firms showing a reason to buy now |
| W2 | Technical content | Gives the buyer and the specifier something to read, forward and specify from |
| W3 | Trade-show campaigns | Turns a stand into booked meetings and follow-up within 48 hours |
| W4 | LinkedIn account-based marketing | Reaches the several people behind one large decision |
| W5 | AI search citations | Puts an independent source behind your name where buyers and AI answers look |
Why engineering is different
The buyer decides early.
72 percent of engineers and technical buyers do at least half of the buying process online before they speak to anyone at the supplier. By then the shortlist is half written.
Source: TREW Marketing and GlobalSpec, 2025 State of Marketing to Engineers, n = 792. Report (PDF)
More than one person buys.
The engineer specifies, procurement runs the tender, a facilities or estates manager often holds the budget for service work. Lead generation that reaches only one of them stalls.
The cycle is long.
Orders can take most of a year to land. So the report starts with the numbers that move first: accounts engaged, meetings held, opportunities opened, quote value.
What we don't do
- Sell lists of contacts, or charge per lead.
- Guarantee meetings.
- Automate LinkedIn, or send from your main email domain.
- Count a website visit, a download or a “not now” reply as a lead.
FAQ
Straight answers
A named person at a target account who has agreed to a meeting about work. Website visits, downloads and replies that say "not now" are logged but not counted. Enquiries, where the buyer contacts you first, are counted separately.
We won't promise a number before the Diagnostic. It depends on your segment, your list and your message, and the Diagnostic's live message test gives the first real reading. The pipeline calculator shows how the rates multiply, with published cold-email benchmarks for comparison.
No. We build a named account list from Companies House, trade show exhibitor lists and signal sources, then find the right contacts at each firm. Every address is verified before anything is sent.
For now, yes: power equipment and critical power, and grid and storage delivery. Industrial automation and control comes next, then test and measurement.
As the Pipeline Engine, from £3,000 a month on a three-month minimum, after the three-week Pipeline Diagnostic at £2,500 founding rate. There are no per-lead or per-meeting fees.