Case Study: O'Neal Steel cuts lead qualification time 66% and secures an $850M account with InsideView

O’Neal Steel modernizes their approach, increases lead quality, accelerates sales cycles

O’Neal Steel, the largest family‑owned metals service center in the U.S. with nearly 3,700 employees and a century of relationship‑based selling, faced stagnant growth from relying on existing customers and fragmented, manual prospecting. Lacking a formal lead generation strategy and market insights, their sales teams were spending too much time chasing unqualified leads.

After adopting InsideView as the foundation for lead generation and CRM enrichment, O’Neal built targeted lead lists, automated qualification and monitoring with Watchlists, and empowered 150+ sales reps to be more proactive. The result: lead qualification time dropped 66%, marketing‑sourced pipelines expanded (350 prospects narrowed to ~100 MQLs with a 95% sales qualification rate), and an InsideView‑sourced lead turned into an $850 million account in the first week.

O'Neal Steel

David Goff

Sales & Marketing Manager