“PointClear helped us find new prospects we didn’t know existed. In fact, more than 85% of the sales opportunities they’ve provided to us are prospects that were not previously on our radar screen ...”
—Head of Leading Manufacturer's Distributorship
Leading Manufacturer Partners with PointClear to Drive Demand
The client is a 90-year old designer and manufacturer of industrial equipment that prides itself on offering the world’s finest products; products valued by some of the largest and most successful companies in the world and utilized in the most demanding environments, where reliability and up-time are paramount. Thousands of industrial companies count on this company’s quality, reliability and dependability.
While current clients are loyal, new buyers of these products were harder to come by. In response, the company’s management team sought to meet a new strategic imperative. Specifically, the manufacturing company was laser focused on generating demand among new prospects or non-customers, as well as implementing best practices and technology that would optimize the sales process.
Working closely with Ascension, an Atlanta-based strategic marketing and sales growth consultancy, the manufacturer engaged PointClear as its prospect development partner to identify high potential prospects and provide sales opportunities to the company’s three top-performing distributors, located in Chicago, Houston and Sacramento. Two full-time PointClear prospect development associates—college educated and experienced in B2B prospect development and supported by a dedicated program manager and analytical professionals—were assigned to the account.
Using sophisticated segmentation planning, testing and other advanced data-driven strategies, PointClear quickly implemented a program to identify, qualify and nurture new business among the client’s multiple target industries, which included manufacturing, gas/petroleum refining, mining, utilities, food/beverage processing, bulk conveying and printing.
Within days, PointClear was filling the client’s pipeline with qualified prospect opportunities, penetrating new markets, providing extensive market coverage in three geographic targets, and collecting market intelligence to help the manufacturing company succeed in the long term.
“PointClear helped us find new prospects we didn’t know existed. In fact, more than 85% of the sales opportunities they’ve provided to us are prospects that were not previously on our radar screen,” commented the head of one of the manufacturer’s distributorships. “We are working with companies that might have purchased from a competitor, if not for the coverage that PointClear provides,” he said.
Few companies have the sales and marketing resources in-house to adequately and completely cover their target market. In most cases that means if only a fraction of the market is contacted … only a fraction of the deals that could be are closed. PointClear contacted all targeted companies in the focus markets to make sure they knew the client’s solution existed and that the value proposition was clearly understood. PointClear has “raised awareness among prospect companies/industries to get us into the customer consideration set the next time a buying opportunity arises,” according to the distributor referenced above.
“We have found that PointClear’s approach to prospect development is different,” said the client’s VP/Marketing & Business Development. “They don’t just call our targets; they have conversations with them.” He noted that PointClear is able to engage prospects—about their pain points, and about specific solutions. Whether that target is experiencing downtime, costly overruns, lack of capacity or lack of in-house engineering expertise, PointClear’s prospect development associates working on behalf of this manufacturing client have the knowledge and skills to engage in meaningful dialogue.
This approach not only advances the sales cycle, but provides the critical market intelligence that can enhance the process, including information about the competitive landscape, immediate priorities and triggers, and marketplace challenges and trends.
PointClear employs a multi-touch, multi-media, multi-cycle process to multiply results. By combining the right frequency, appropriate messages, and a smart mix of telephone contact, voice mail messages and targeted e-mail messages (with links to the company’s website and an extensive library of white papers and research), PointClear drives 90% more interaction with this company’s prospects than a single-channel, single-touch method would otherwise drive.
“Through our work with Ascension and PointClear, we’ve learned only 3% to 5% of our target market is in a buying mode for our products/services at any one time,” said the client’s Director/Marketing Services. “PointClear knows what it takes to identify, qualify and nurture the highest-performing sales targets. In addition, PointClear continually fine tunes its contact strategy using a detailed outcome analysis that demonstrates which tactics work, which ones fail, and why.