Holland’s Custom Cabinets is a high-end custom cabinetry manufacturer that serves both commercial and residential projects in Southern California. They partnered with KWSM to implement a brand refresh and an Account-Based Marketing (ABM) strategy. This ongoing campaign has led to outstanding results, including 70 viable leads generated in the first quarter, a 38% increase in total web traffic, and 2.5K targeted clicks from paid advertisements that entered the funnel for remarketing. Crucially, KWSM’s strategic approach exceeded the client’s initial SQL goal by 55%, establishing a scalable system to support continued business growth.
The Challenge
Holland’s Custom Cabinets required a more efficient, focused approach to connect with the precise decision-makers and purchasers involved in major construction and renovation projects. As a premier manufacturer of high-end custom cabinetry, they often received a high volume of general inquiries that were not a good fit for their specialized, high-value services.
The business needed to consistently attract viable, high-quality leads. On the homeowner side, they wanted satisfied clients who would continue the tradition of referring additional projects. On the professional side, they wanted to build deeper relationships that would lead to more partnership projects each year. This includes architects, designers, high-end homebuilders, and commercial developers.
Their goal was to establish a system capable of delivering at least 45 viable leads in the first quarter to ensure consistent, profitable business growth. The consequence of relying on untargeted efforts was the continued waste of sales resources chasing unqualified prospects, ultimately hindering their expansion.
The Solution
KWSM recognized that for a high-end custom manufacturer, a highly focused, personalized approach was necessary to cut through general noise and target known, high-value accounts. Once the brand elevation was complete, KWSM implemented an Account-Based Marketing (ABM) strategy designed to identify, engage, and nurture specific high-potential accounts rather than focusing on broad market reach.
The strategy was executed using a combination of precision targeting and tailored content delivery:
- Precision Retargeting via IP Detection: KWSM used IP detection to identify and target specific, high-value commercial prospects who visited the website through organic and paid efforts, ensuring marketing spend was directed only toward companies with a need for custom, high-end cabinetry.
- Cohesive Digital Advertising Strategy: Targeted campaigns were run using Meta Ads and Google Ads. These ads delivered highly specific messaging that resonated directly with the pain points and needs of the target accounts, prioritizing engagement with viable prospects.
- Personalized Outreach and Nurturing: Strategic direct email outreach was utilized to engage decision-makers at target accounts, providing valuable insights and positioning Holland’s as an industry thought leader.
- Optimized Sales Enablement: To accelerate conversations, high-quality, targeted sales enablement collateral was created for the sales team, allowing them to demonstrate expertise and a value proposition specific to the accounts’ needs.
- Website Performance: The strategy was underpinned by effective website management and SEO to ensure the site was optimized for both search visibility and conversion of high-quality traffic driven by the ABM campaigns.
- Nearbound Video Content: KWSM produced video interviews with Holland’s existing designer and contractor partners to showcase the mutual success of those relationships and attract new prospective partners.
By focusing on an Account-Based approach, KWSM ensured that every marketing touchpoint contributed directly to brand development and high-quality lead generation, maximizing the return on investment.
The Results
The strategic implementation of KWSM’s Account-Based Marketing system delivered measurable, high-impact results that significantly exceeded Holland’s initial objectives.
Quantitative Impact
The campaign successfully delivered on its lead generation promise, dramatically outperforming the initial goal:
- Lead Generation Success: Holland’s Custom Cabinets generated 70 viable leads in the first quarter. This achievement exceeded their initial goal of 45 leads by 55%.
- Web Engagement: The focused strategy drove a 38% increase in total web traffic, indicating increased brand visibility and interest among the target demographic.
- Ad Performance: The precise targeting of paid advertisements resulted in 2.5K clicks from Meta and Google ads to key pages on the website, demonstrating high-intent engagement from potential clients.
Qualitative Impact
The ABM strategy had a crucial qualitative outcome: it successfully attracted the right-fit SQL. This focus on quality over sheer volume means the leads are better aligned with Holland’s high-end brand and operational capacity, resulting in a more efficient sales process and greater potential customer value.
“What I value most about our partnership with KWSM is that they understand our brand. Our goal isn’t just to make the phone ring or chase every lead; we want to attract high-quality customers who are the right fit for our business. KWSM truly gets this. They’re not just focused on driving clicks to our website or increasing phone calls—they’re dedicated to helping us develop our brand and connect with the next level of customer.”
Randy Schreibman, Director of Sales & Marketing, Holland’s Custom Cabinets
Conclusion
By leveraging a multi-channel strategy and the precision of Account-Based Marketing, KWSM built a scalable lead-generation system that continues to deliver not just quantity but quality, and helped Holland’s exceed their 2025 revenue goal. The remarkable 55% over-performance on the viable lead goal demonstrates the profound impact a targeted digital strategy can have on a high-value manufacturing business.
If your business needs to move past chasing every lead and start connecting with the next level of customer (the high-value accounts that drive real growth), it’s time to talk strategy. Contact KWSM today to build a data-driven, results-oriented plan that positions your brand as the market leader.
