Case Study
Servomex case study: Converting 20% of MQLs into SQLs with lead qualification
The Objective
Servomex are world experts in gas analysis, establishing themselves as the leading provider of reliable, accurate and stable gas measurement solutions to industries across the globe.
Having worked with us since 2012, when Servomex launched their new website that captured contact data through gated content such as brochures, manuals, technical material and product specifications, they wanted to introduce an effective follow-up process to increase customer satisfaction and convert marketing qualified leads (MQLs) into sales qualified leads (SQLs).
The Approach
We worked with Servomex to establish a process to forward user contact information to us in real time, when gated content requests were submitted, for us to conduct follow ups with a customer-satisfaction-style approach.
Acting as an extension of the Servomex customer service team, we used a combination of phone calls and individually tailored emails to contact prospects to establish whether they required any further assistance and needed to speak with a technical sales representative. Depending on the geographic location of each new lead, it was assigned to one of our global team of business developers so that we could engage each one in their native language to optimise customer engagement.
Qualified leads were passed over to the Servomex sales team for follow up with detailed notes of the conversations we have had, so as to ensure a smooth transition.
The Results
With a robust lead qualification process applied to the gated content downloads, we consistently pass over 20% of these contacts to the sales team as qualified leads – providing them with a steady stream of viable new sales opportunities.
