Lead Generation for Manufacturers

About the Client

Stratasys is the world’s leading 3D printer manufacturer. They own a number of different brands, including Makerbot, and Stratasys itself specialises in large machines for industrial design and research businesses – customers include major corporations such as Airbus, VW, and Siemens. The majority of Stratasys’ sales are via their reseller network.

Overview

Leads for Resellers

All leads from their reseller network are captured on Stratasys’ central CRM system, provided by Salesforce.

Stratasys had tried to support its resellers previously, with cold calling. But this had not been very productive in creating any more leads.

How We Helped

Reactivating ‘Closed’ Leads

However, close inspection of Stratasys’ database revealed that they already had over 3,000 leads previously marked as ‘closed lost’ – essentially these were enquirers or previous contacts from resellers, who had expressed some interest but had never been properly or consistently followed up by the resellers. The resellers, in common with many smaller businesses, experienced peaks and troughs in their own trading, which sometimes made it hard for them to follow up leads in a consistent manner. We felt this was an area where Stratasys would be able to provide real support to its resellers.

20% Revival Rate

We recommended running a programme of contacting these ‘closed lost’ leads. Sure enough, when we started to call up the ‘closed lost’ leads we generated a 20% revival rate.

As all of these leads were already pre-qualified, at least to some extent, conversion rates have been high, and the sales pipeline has started to fill up.

The success of this UK-based programme has been noticed at head office, and they are now seeking to copy it around the world.

• Resellers were collecting leads, but were not always able to follow them up
• Following the ‘closed lost’ leads up generated a 20% revival rate
• High conversion to sales from already ‘pre-qualified’ leads