Snapshot
Industry
Manufacturing
360 Leads' Services
Outbound Marketing, Digital Marketing & Direct Marketing
Target Market
Canada & United States
GRAY TOOLS GENERATES B2B LEAD GENERATION CAMPAIGN CONVERSIONS
Gray Tools began domestic manufacturing of premium hand tools for professional trades people in Canada over 100 years ago. The company became known for its high quality standards and is the de facto brand of choice for industrial mechanics working in primarily MRO environments.
The Situation
As the market evolved, offshore manufacturing and a myriad of consumer brands brought significant competition and pricing pressure. Management had a strategy for Gray Tools: reinforce their premium position and reconnect with its end-user customer base; and create a new mid-market brand with a more affordable price point targeting young trades people.
Our Approach
Our objectives were:
- Introduce (or reintroduce) Gray Tools to major corporations across Canada with substantial MRO requirements.
- Introduce the new hand tool line to the US market at a key specialty tools convention.
Canadian Market
MRO (maintenance, repair and operations) personnel, plant managers and trades people knew that Gray Tools had a high quality product. What they might have forgotten was what makes it so good and why they should buy more when they need hand tools. Our game plan was to introduce, or re-introduce, Gray Tools to major corporations across Canada, with a focus on the food and industrial MRO categories.
A brand differentiated direct marketing and custom outbound calling campaign was developed and implemented over a number of months. The aim was to secure targeted and qualified sales meetings for the Gray Tools’ B2B sales force across Canada and drive new sales opportunities from end-users.
US Market
A pre-trade show direct marketing teaser was shipped to show attendees inviting them to pre-register online for a contest and visit the company’s exhibit at an industry trade show. The teaser was an empty box with a note that left a ‘cut-out’ place for a free hand tool to be received by recipients at the show. Competitive keyword targeting was also used to attract attendees registered online for the show. The aim was to build brand profile before the show and have attendees engage with B2B sales representatives at the show to convert to qualified B2B sales leads.
Empty Box Drives B2B Sales Leads
Imagine the attention received when a B2B sales prospect opens an empty box. This B2B marketing strategy was used in lead generation campaigns targeting MRO purchasers at major manufacturers, direct to their facilities and at trade shows.
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Better Sales Qualified Leads Drives Growth
Tool manufacturer’s sales force embraces national sales lead generation strategy. Direct marketing combined with outsourced SDR services drives B2B sales leads with MRO and technical buyers.
Learn how we can help your business reach its B2B lead generation objectives.
RESULTS
- Sales meetings were secured with 11% of targeted companies in Canada, over the campaign periods. Many of these were national and international brands with extraordinary buying potential.
- New product introduction in the US market delivered over 20% of targeted attendees to the Gray Tools exhibit and has culminated in new product distribution relationships.
- The process uncovered extensive opportunities within the market and areas for improvement with the sales force, with the company now overhauling its go-to-market strategy.
11%
Qualified Sales Meeting Conversion Rate
20%
B2B Sales Prospects Visiting Trade Booth
Frank Dominguez
Marketing Manager
“Be prepared to be challenged both creatively and executionally. They will come up with new and creative ideas.”
