Building an Inbound Engine: How Aprios Used SEO and Content Strategy to Drive $7M in Pipeline Growth
The Challenge
Aprios needed to stand out in a competitive manufacturing landscape while building credibility with engineers and procurement teams in the injection molding and additive manufacturing space. At the same time, we sought to reduce reliance on trade shows and create a repeatable, scalable inbound engine to generate high-quality leads.
The Approach
I led the development of a comprehensive inbound marketing strategy that combined:
SEO-Optimized Content Creation: Authored over 100 technical blog posts and 8 in-depth eBooks focused on design best practices, manufacturing insights, and process education. Every piece was mapped to keyword strategy and real customer questions.
Website Expansion & Optimization: Prioritized building a robust, credible web presence to boost domain authority and rank for high-intent search terms.
Targeted Campaigns: Executed multi-channel campaigns, including LinkedIn ads and paid search, to amplify content and attract qualified leads—while maintaining our focus on organic visibility as the foundation.
Questions Focused and Buyer-Centric Messaging: Ensured all content answered a questions that our ideal personas might ask and search for—offering value and positioning ourselves as a guide that helps our customers along their journey.
The Results
Over $7M in total qualified pipeline generated
$5M of that pipeline driven by Organic Search—demonstrating a sustainable SEO engine
2 Sales-Qualified Leads per week on average from inbound content
A growing perception of Aprios as a trusted, knowledgeable partner in the manufacturing space
The Reflection
Trust is built before the first sales call. By educating and empowering our audience, we quantitatively improved our search rankings—while qualitatively improving credibility. And when you show up consistently with the right content in the right places, inbound momentum becomes a flywheel: each piece fuels the next, and growth compounds over time.
