Turning enquiries into sales conversations
Seventy-four enquiries, thirty-one quotes, and twelve that anybody followed up. The problem was never lead generation.
- Business
- Commercial equipment supplier
- Sales cycle
- 30 to 90 days
- Average opportunity
- $18,000+
The problem
The business was generating a reasonable number of enquiries through its website and its sales activity. Leads that were not ready to buy immediately were effectively disappearing.
A representative would make an initial call or send a quote, and after that there was no consistent follow-up. Nobody could reliably tell which older opportunities were becoming active again.
Six months, and where it went
The drop between the second bar and the third is the entire problem. It is also the cheapest thing on this page to fix.
What we did
An automated nurture system, built into the CRM and organised around the questions prospects actually ask while they are deciding, rather than around a marketing calendar.
- Lead segmentation by product and enquiry type
- Automated follow-up sequences
- Quote follow-up reminders
- Educational emails answering common buying questions
- Case study and product information sequences
- Sales alerts when a prospect re-engaged
- Pipeline stages and lead-status reporting
- Re-engagement campaigns for older opportunities
Results
Within four months.
The difference
No additional advertising budget was required. The improvement came out of leads the business had already paid to generate.
Client names are withheld by agreement. Figures are as recorded in the client’s own reporting for the period stated.
Find out what we would change, before you pay us anything
Free, no lock-in contract, no obligation. Just a straight look at where your marketing is leaking and what it is costing you. Worst case, you know exactly where they go and fix it yourself.
Takes about a minute. Scope back the same day.