B2B Marketing Case Study:
Manufacturing, Acoustic insulation Acoustic Consultancy Marketing Case Study

	Sector:	Manufacturing, Supply & Fit and Acoustic Consultancy
	Marketing Services provided by SMART:	Qualified Lead & Appointment Generation \| Database Management Sales Pipeline Management \| Customer Relationship Management
	Target Market:	Markets explored include: Construction (buildings), Rail, Leisure, Industrial & Manufacturing, FMCG; and in the Public Sector: Education, Healthcare and Emergency Services.

Client Overview:

Our client is a group of companies specialising in thermal and acoustic insulation. Collectively they provide a 'one stop shop' for thermal and acoustic insulation solutions with each subsidiary (division) specialising in a specific product or service – for example manufacturing, distribution/supply, contract installation/supply & fit and also acoustic consultancy which includes noise and vibration assessments and acoustic design services.

Marketing Campaign Overview:

In the initial pilot stages, the objective was to support the sales team within the Architectural division (up to 20+ staff). The objective was to generate appointments with new prospects to introduce supply and fit or supply only of products/services with a view to being considered as a supplier for future projects, thus beginning to develop relationships with key decision makers within target industries ie. Architects, Councils, Developers etc.

This involved the creation of a marketing database, and enhancing the list to build marketing intelligence in relation to projects typically commissioned, existing contractual/supplier relationships and also any future projects in the pipeline. This activity was also a valuable branding exercise to understand their perception and positioning within the market place.

The service also included follow up activity – customer satisfaction survey, following up quotations to gauge interest levels and potential to win the business and also critically identifying reasons for no current interest.

One of the key messages that came out of the initial activity was the need to update and maintain their existing database and importantly implement a robust process for tracking and managing new leads from initial enquiry through to new business delivering accountability and also facilitating sales forecasting/sales analysis to understand for example, where business has previously derived from (referrals, mailshots, existing customers) in order to support future planning of marketing initiatives and more targeted approach to direct marketing.

Through the development of the campaign we created a more structured, targeted database within the division and as such began to focus upon immediate qualified prospects and also existing customers – generating appointments with those businesses that are specifically looking to purchase/or have a current project requirement or undertake within a 3-6 month timeframe across the divisions of the business.

Very quickly it was clear that a strategy was needed across the business as a whole and we subsequently completed a similar audit across the Group, supporting all divisions to deliver an intelligent cross-functional database asset of value and importantly maximise the opportunity within each target organisation, developing relationships with multiple, key decision makers.

Objections to Overcome:

A challenge arose when discussing projects where numerous companies are involved in a chain of responsibility. For example, a principal contractor may need to include an architect in the project, and the architect will only (usually) make recommendations for materials and not specify them. SMART needed to establish who would make the decisions; this may sometimes be a sub-contractor or back to the main contractor. More often than not, the client may appear as a 3rd tier provider in the supply chain.

Results Generated:

New business value has been generated and we continue to support the divisions of the business, effectively manage the database to create an asset for business growth. We provide a sales support solution across the Group, generating quality appointments, customer services, and marketing support ensuring our client is real-time in a position to proactively react to market change and continue to grow the business successfully during the current economic climate.

Marketing Campaign Outcome:

Having been through that education process within one division we were instructed to complete a similar audit across the Group. Using the marketing intelligence created SMART identified the key market sectors yielding new business and thus created a strategic route to market to identify projects that would require both supply only, supply and fit through to manufacturing. Timely introductions were facilitated on behalf of the client. Through on-going project development SMART continues to develop the marketing campaign and target more lucrative sectors.

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