The Client is a leading innovator in world-class forklift and material handling equipment. They design, manufacture, and distribute, services and supports material handling products that provide customers with a wide variety of quality material handling equipment, storage solutions and support services.
For years, the Client used the cold-visiting approach to generate leads, a strategy done internally as they believed nobody knows their products and target market better than themselves – its features, who can best benefit from it, and what differentiates it from the competition.
However, things changed as technology innovations slowly reshaped the customer buying habit where prospects would research or gather data about the product or service they need prior to making a purchase, which required a longer nurturing process, and which slowly effaced the fierce cold-prospecting approach.
After a long defining moment on deciding whether to restructure their process and keep things internal or opt to outsource new and more advanced lead generation tactics from third-party providers, the Client finally decided on the latter.