How New Tech Machinery Generated $2.5M in Net New Sales and Increased Qualified Website Conversions 2.2x with Corbel
New Tech Machinery (NTM), a leading manufacturer of metal roofing and rollforming equipment, partnered with Corbel to offer its customers a best-in-class digital buying journey across configuration, quoting, and financing. The result was higher-quality leads, faster sales cycles, and measurable revenue growth - without disrupting its existing sales motion.
NTM sells configurable, high-ticket equipment where buyers need clarity early - and where financing often determines whether a deal moves forward.
As a market leader, NTM generates strong website traffic from contractors across the United States. However, buyers did not have a structured way to explore configurations, understand pricing, or evaluate monthly payments early in their journey. Advancing required direct rep engagement, limiting how efficiently NTM could convert high-intent traffic into fully qualified, sales-ready opportunities.
NTM deployed Corbel’s guided configurator and embedded financing platform directly on its product pages, introducing structure and transparency at the very top of the funnel.
Instead of relying on back-and-forth to define requirements, buyers could move from curiosity to clarity in a single session - configuring equipment, evaluating affordability, and entering sales conversations informed and prepared. Opportunities now arrive in the CRM with defined build sheets and financing context, enabling reps to start conversations further along in the buying process and focus on moving deals to close.
Generated over $2.5M in net new sales within the first four months post-launch.
More than doubled year-over-year qualified lead conversion from the website.
Captured full configuration data on 77% of inbound quote requests, significantly reducing back-and-forth and improving first-call productivity.
Closed 22 financed deals by introducing monthly payments earlier in the buying journey, reducing pricing friction and eliminating late-stage sticker shock.
NTM is expanding its use of Corbel and rolling the platform out across its distributor network, supporting a broader shift toward digital demand generation, faster sales cycles, and a more modern buying experience for complex equipment.
