The Client manufactures and distributes industrial supplies such as decorative stainless steel sheets and other ornamental products used in interior fit-out projects. The company’s headquarters is located in Hong Kong, and it carries out the bulk of its manufacturing operations in Guangzhou, China.
The Client has been providing custom decorative building materials throughout Southeast Asia and Australia for decades. Its products include colored stainless steel, decorative glass films, elevator decoration modules, and stainless steel fabrication. The company primarily sells to architects, designers, contractors, property developers, construction suppliers, and other industrial vendors in the region.
The Client says it relies on two key advantages to attract customers and set its products apart from competitors:
- First is its broad sales and service network across the region, which enables prompt supply and delivery.
- Second, the Client focuses on design customizability, so that products are tailor-made according to each customer’s specifications.
Before the campaign, the Client’s sales development model placed much of the prospecting and lead qualification tasks on sales reps. Sales was responsible for finding potential customers and booking introductory appointments with prospects, without much in the way of prior screening. Under this setup, the Client estimated that reps were spending less time talking to prospects, which dragged down both sales productivity and customer buying experience quality.
Accordingly, the company has been planning to reassign all lead generation and appointment setting responsibilities to its marketing team, but the department is mostly staffed by creatives who are already on tight schedules churning out product materials and sales collateral.
It was clear that the Client needed to outsource prospecting and lead qualification. But since the company was selling highly-customized products across different geographic markets, the Client wanted to partner with an agency that had both industry knowledge and regional experience.