TRAILER DEALERSHIP ADDS SALES LEAD GENERATION TO ITS MARKETING STRATEGY

Taking the necessary time to understand our clients’ business is always critical, and in this case, very much so due to the technical nature of the products. The aim was to secure in-person B2B sales meetings with qualified and interested parties.

The nuances between product categories and buyer requirements matter, particularly when building a sales lead generation campaign for a market-leader. Added to that, one segment of the campaign focused on acquiring quality used product for resale, which demanded a specific level of market intelligence.

Glasvan continually has the desire to grow. Given the size of their operating territory and the breadth of products and services, their sales force is not able to effectively identify all the sales opportunities available, with untapped potential going to one of a myriad of competitors. Glasvan establishes long-term relationships with its customers thanks to its world-class service model, which allows each new customer to provide significant lifetime value.

Campaign Planning
We set about our goal by planning the campaign based on our usual process. Key determinations included:

• Establishing target accounts/verticals/buyer profile, etc.
• Determining the lead generation channel strategy to support acquiring qualified sales leads (outbound marketing, outsourced SDR, direct marketing)
• Establishing a campaign insight to inform reasons for a B2B sales prospect to engage with Glasvan and inform the creative strategy for direct marketing lead generation
• Determining specific and quantifiable goals for qualified sales meetings

Campaign Implementation
A customized demand generation calling program, complete with two direct marketing campaigns, were implemented over months.

Fleet managers, fleet maintenance managers, equipment purchasing specialists and business owners requiring Glasvan’s products and services needed to meet with a Glasvan senior sales representative. And when these meetings happen, Glasvan always wins its fair share of business, whether now or in the future. The key was to secure in-person meetings with qualified and interested parties, by effectively taking the excellent dealership experience directly to the potential buyer.

A highly-targeted list was compiled and vetted based on select company profiles. The list was scrubbed against Glasvan’s large client base to ensure no duplication and a customized sales lead generation outbound calling program was implemented. Targets were parsed by vertical and applicability to specific Glasvan products, with script modifications made as needed. Direct marketing for shunt tractors and the acquisition of used equipment added an extra level of B2B marketing support to drive lead conversion rates.

Due to the highly technical nature of the product, taking the time to properly understand Glasvan’s business was critical. The script and objection development needed to be handled in a manner to ensure our 360 Leads sales lead generators assigned to the campaign could easily deliver against prospective customer expectations.

In-person sales meetings were secured with targeted companies during the campaign period; so many that the campaign was paused three times in order for the Glasvan sales force to keep up. New customers’ sales generated in excess of 6,000% ROI. The process also uncovered extensive market and sales opportunities previously untapped by Glasvan.