Growth Marketing for Industrial and Commercial Services

I am looking at a nice little $2mm special coatings business that has been well run by the owner largely on an organic/referrals only basis. They have little in the name of marketing, a CRM or a sales motion. I am looking for insights from anyone who has engaged w/ sales individual/ platform services, domestic or abroad, that have had success targeting and converting what I suspect is a###-###-#### yo male ICP who doesn’t spend time on social or search but will pick up the phone.