In this case study my customer was starting a business in the B2B industrial sector.
She had a very strong product, a good grasp of the market and a great value proposition. She had no customers and no one rang her in the first two weeks of opening for business. As a result she was quite stressed about whether the whole venture was going to work.
First of all we reviewed exactly who her customers were – procurement managers at heavy engineering companies. Then we looked for opportunities to reach out to them on a large scale.
We were fortunate in that there were three large exhibitions running quite close together in her market sector. So we went to each of them. If you have ever been to an exhibition you’ll know that most of the people there manning the booths are sales people. Procurement managers come to talk to the sales people. Neither want to talk to the other visitors….
So we spoke to the sales people. Rather, we said hello and took their business cards. I think that we got about 1200 cards over three exhibitions in just over a month. That was enough to get an email marketing campaign going.
Our first few emails were aimed not at the procurement managers but at the salesmen and getting them to forward the value proposition through to the procurement team.
Within a few days we started getting a trickle of enquiries. The second stage was to get on the phone. We looked at the email marketing software to see who was reading the emails and got on the phone to them. In most cases they recognised the company name and introduced us to the procurement team or gave us the relevant email there and then.
Where people weren’t reading emails it was a cold call – but with the validation that we had been reaching out to them before. We did a lot more work building this system
Within a year the client made over one million dollars in sales. We had built a robust email marketing system that took in new contacts, educated them on the value that the company provided. Then it kept the company in the top of the customer’s mind so that whenever there was a requirement for our products we were the first to be thought of. The profit attributable to the exercise was well over $100,000 and delivered a substantial ROI to the client.
You can read other case studies here