How Leadium’s SDR Strategy Helped NanoLayr Break Into Global Markets and Drive Sales Growth

Client’s Challenges

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NanoLayr encountered multiple challenges in expanding the market for their innovative SonoLayr acoustic solution. Although SonoLayr is a high-performance nanofiber product that enhances sound absorption without adding significant weight or bulk, NanoLayr found it difficult to penetrate international markets, especially in North America and Europe. Their target industries, including acoustic curtain and panel manufacturers, were often not actively searching for new solutions, relying instead on traditional materials like mineral fibers and non-woven felts. In addition to market resistance, educating potential buyers on the advantages of their cutting-edge nanofiber technology was another major hurdle.

NanoLayr needed to target manufacturers with revenues between $10M and $750M, often operating with 51 to 10,000+ employees across diverse sectors such as residential, commercial, and industrial noise control. Entering new regions like the US and UK also required a sophisticated outreach strategy to break through the crowded landscape of acoustic solutions, emphasizing SonoLayr's ability to solve challenges that traditional materials could not. The company needed a partner to build awareness and create inroads with high-value prospects through an effective outbound sales campaign.

Key challenges:
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• Difficulty educating the market on the superior sound absorption of nanofibers over traditional acoustic materials.
• Targeting large, high-revenue companies with complex decision-making structures, many of whom were not actively seeking new solutions.
• Expanding into international markets (US, Canada, UK, and EU) where local competitors dominated​.
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Leadium Solutions

‍Leadium's SDR team employed a multi-channel sales development strategy to address these challenges head-on. The campaign centered on targeted prospecting, focusing on decision-makers in NanoLayr’s target industries. This included high-revenue companies involved in the manufacturing of acoustic panels, curtains, and noise control solutions, where SonoLayr's benefits were most applicable. Leadium crafted highly personalized messaging to engage with VPs, Directors, and Engineers, emphasizing SonoLayr’s unique ability to enhance sound absorption without adding thickness or weight—critical for industries focused on weight-sensitive applications.

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To maximize NanoLayr's visibility and expand its market presence, Leadium employed a multi-channel approach, combining cold calling, cold email, and LinkedIn outreach. This ensured potential clients were reached across multiple touchpoints, creating consistent brand exposure. Leadium’s messaging also highlighted the premium, lightweight nature of SonoLayr and its tunable frequency absorption, which appealed to companies focused on noise control for high-value environments like offices, public spaces, and residential settings.

Key campaign elements included:
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• Targeted Prospecting: Focused on decision-makers in acoustic manufacturing, emphasizing SonoLayr’s ability to reduce noise without adding weight or bulk.
• Multi-Channel Engagement: Combined cold outreach via email, LinkedIn, and phone calls to build a strong presence in the US, Canada, and UK markets.
• Educational Messaging: Emphasized SonoLayr’s technological superiority over traditional materials, driving interest in lightweight, high-performance noise control solutions
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Results
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1. 3 Major Markets Opened: NanoLayr successfully expanded into the US, Canada, and UK with large-scale manufacturers showing interest in SonoLayr for both residential and industrial acoustic solutions.
2. 20% Increase in Qualified Pipeline: Leadium’s SDR efforts resulted in a significant uptick in opportunities, with companies in NanoLayr's target revenue and employee size ranges engaging in meaningful discussions.
3. 50% Growth in Meetings Booked: NanoLayr booked meetings with industry-leading acoustic manufacturers, paving the way for deeper market penetration​
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Outcomes
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• Opened strategic relationships with top acoustic manufacturers in the US, Canada, and Europe.
• Increased market awareness for SonoLayr as a premium solution for sound control in high-performance applications.
• Gained deeper penetration into industries focused on health-conscious and premium acoustic solutions

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