Do you own a B2B business? Has your profit turnover been dwindling as of late? Business to business is a highly competitive space, and growing a small business is no easy feat. Business owners must take every opportunity to maintain, regain, or improve their position in the marketplace.
Learning to manage your growth and ensuring you deliver excellent products and services to customers is essential for success. If you’ve been struggling to grow your customer base and boost your business's revenue, you might want to consider making some changes to the way you operate your business.
Let’s discuss five ways to increase your revenue in the manufacturing industry:
1. Increase Revenue from Existing Customers First
Unless your business is in its infancy, you most likely have an existing customer base. Leveraging your existing customers is one of the easiest and cheapest ways to boost revenue for your business. This is because referrals and word of mouth cost nothing and both are likely to happen if your customers like your products.
If you don’t currently have a plan in place to promote existing customers to evangelists for your company, it’s time to start working on one. Start by building evangelists within specific industries, by product types, and other similar designations. You may not always have permission to use client names, some evangelists may be willing to speak to prospects about their experience with your company and products.
It’s also advantageous to get testimonials from your customers that you can add to your website as well as proposals and marketing materials. To further build trust, you can include a link or reference to their LinkedIn profile.
How the website supports existing-customer revenue
Your website site should:
- Segment testimonials by industry, application, or product line
- Match proof to buyer intent (not a generic “Testimonials” page)
- Surface customer stories inside relevant product and solution pages
This will help referrals to your business get a stronger first impression of your experience and capabilities.
2. Improve B2B Upsells, Cross-Sells, and Bundling
Many B2B businesses and manufacturers struggle to grow revenue not because they lack additional offerings, but because customers are unaware of the full scope of solutions available to them.
In long, complex buying cycles, prospects often scope their purchases narrowly to reduce risk. If higher-end products, complementary services, or bundled solutions aren’t clearly explained early, they’re rarely added later.
Improving upsells and cross-sells starts with understanding the buyer’s operational challenges, not just the immediate product need. When higher-performance options reduce downtime, increase longevity, or lower total cost of ownership, it’s your responsibility to make those tradeoffs clear.
The result is twofold:
- Customers make better, more informed decisions
- Your business increases average deal size and lifetime value
Bundling is especially effective in B2B because it simplifies complex decisions. Instead of forcing buyers to assemble solutions themselves, bundles frame the purchase around outcomes like reducing risk, improving performance, or accelerating deployment.
How your website can support upsells, cross-sells, and bundling:
- Educate buyers before the quote by clearly explaining upgrade paths, complementary products, and service add-ons
- Frame bundles around use cases (by industry, application, or operational goal) rather than individual SKUs
- Explain tradeoffs between standard and premium options using performance, risk, and long-term cost—not just features
- Expose adjacent solutions buyers may not know to ask about until after implementation
- Support sales conversations by preparing prospects to buy more than the minimum viable solution
When done right, your website doesn’t push upsells—it prepares buyers to confidently choose them.
3. Align Sales & Marketing on B2B Revenue Growth
In B2B and manufacturing, sales and marketing don’t fail because they’re misaligned internally, they tend to fail because they’re misaligned around how buyers actually buy.
Marketing often focuses on generating interest, while sales focuses on closing deals. When those efforts aren’t built around the same buyer questions, assumptions, and objections, revenue slows down in the middle of the funnel.
True alignment happens when:
- Marketing prepares and excites buyers for sales conversations
- Sales reinforces and builds on what buyers already learned
- Both teams operate from a shared view of the revenue cycle
When sales and marketing are aligned, marketing generates leads and reduces friction. Sales doesn’t just answer questions, it closes better-qualified opportunities faster.
How your website can help align sales and marketing teams:
Your website is often the only shared tool sales and marketing both rely on. When used intentionally, it:
- Answers common sales questions before the first call
- Sets realistic expectations around pricing, timelines, and fit
- Helps buyers self-qualify (and self-disqualify)
- Reveals buying intent through content engagement
- Feeds actionable insight into your CRM
Instead of arguing about lead quality, teams align around buyer readiness.
4. Say “NO” to the wrong B2B Customers
In B2B and manufacturing, not all revenue is good revenue. Some customers cost more to serve than they ever generate and those costs compound over time. You don't want to spend a lot of time on customer who are not profitable.
Low-margin accounts, poor-fit prospects, and customers with unrealistic expectations drain operational capacity and prevent your team from focusing on high-value opportunities. When too much time is spent managing the wrong customers, growth stalls for the right ones.
Successful B2B manufacturers define who they serve best and design their business to attract those customers while filtering out the rest.
How your website plays a critical role in attracting the right fit customers:
A well-structured B2B website helps you say “no” earlier by:
- Clearly defining ideal customer profiles and use cases
- Setting expectations around scope, pricing, timelines, and fit
- Explaining where your solutions do and do not apply
- Helping prospects self-disqualify before engaging sales
This protects your sales team’s time and keeps them focused on opportunities that actually drive profit.
5. Leverage Your B2B Website as a Sales Tool
In B2B and manufacturing, your website is often the first and longest sales conversation buyers have with your company. Yet many websites are still treated as static catalogs instead of tools that actively support revenue generation.
Today’s B2B buyers research extensively before contacting sales. If your website doesn’t help them evaluate fit, understand tradeoffs, and gain confidence in their decision, your sales team starts every conversation at a disadvantage.
To compete effectively in your market, your website must function as part of your sales process. Not separate from it.
A high-performing B2B manufacturing website should:
- Answer the majority of questions prospects ask before and during sales conversations
- Help buyers self-qualify so sales can focus on closing, not educating
- Support long, complex buying cycles with clear, stage-appropriate content
- Integrate with your CRM to reveal buyer intent and funnel position
- Continuously improve based on real user behavior and sales feedback
When built and maintained correctly, your website shortens sales cycles, improves lead quality, and increases deal confidence, without increasing sales headcount.
We help B2B companies and manufacturers turn their websites into sales assets that work before, during, and after the first sales call.
If your website isn’t actively helping your sales team close better deals, it’s time to rethink its role.
