Case Study
Endress+Hauser case study: creating new sales leads with re-engagement strategy
The Objective
Endress+Hauser are a global leader in measurement and automation technology for process and laboratory applications.
With customers categorised into different tiers, the UK Endress+Hauser sales team identified one tier which included a large number of clients who had only purchased one specific product and lapsed customers who hadn’t made a purchase for years.
They recognised that these customers could deliver significant business growth with the potential for upselling and re-engagement, however their internal sales team didn’t have the time to dedicate to contacting them all. They reached out to us, as customer engagement specialists, to execute an effective re-engagement campaign for this tier of their UK customer base to generate and qualify potential new business.
The Approach
We recognised that there were a few different objectives for this project.
The first was to establish if there were any sales opportunities through re-engaging with lapsed and existing customers with a low spend. The second was to re-establish a connection with these customers to put Endress+Hauser front of mind for any future opportunities. The third was to cleanse the data to make sure we removed inaccurate or outdated contact information and update it with new contact details where possible.
Our re-engagement strategy included six outreach attempts for each prospect, which included personalised email as well as phone calls as many of the people we were trying to reach worked on the factory floor rather than in an office.
The Results
Over the three-month pilot project, we were able to speak with 42% of the lapsed prospects, which generated 85 qualified sales leads.
These 85 leads ranged from someone who wanted further information on other relevant products to those who were ready to buy and wanted a full quote, including one immediate £25,000 order.
In addition to lead qualification, we also successfully cleansed the data, identifying 40 new contacts within those companies and updating the database with their new contact details.
