Optimizing Lead Conversion with IoT: A Case Study on Epson America
Applicable Functions
- Sales & Marketing
Use Cases
- Supply Chain Visibility
About The Customer
Epson America is a well-known company that produces a wide range of consumer and commercial products. A significant part of their business is their commercial products group, which generates a large number of leads each year through various campaigns. The company was looking for a way to optimize the conversion of these leads, particularly as they expanded their product lines. They needed a solution that would provide a systematic approach to lead management and improve visibility into lead follow-up. The challenge was taken up by Chris Nickel, the Sr. Commercial Marketing Manager for Epson America’s five commercial groups.
The Challenge
Epson America, a company known for its consumer and commercial products, was facing a significant challenge in optimizing the conversion of its leads. The company's commercial products group, through campaigns such as “Where There’s Business, There’s Epson,” was generating between 40,000 to 60,000 leads each year. However, the responsibility of optimizing the conversion of these leads fell on Chris Nickel, Sr. Commercial Marketing Manager for Epson America’s five commercial groups. The challenge was that there was no solid process in place for managing these leads, and the situation was further complicated as the company extended its product lines. The effectiveness of lead management was also hindered by a lack of visibility into lead follow-up, making it difficult to track and optimize conversion rates.
The Solution
To address this challenge, Nickel deployed the Conversica platform within the commercial group handling projectors. This platform was designed to manage the high volume of leads coming into Epson. All leads were funneled through Rachel, their Conversica assistant. Rachel was responsible for following up with every lead, checking in to find out when the lead was ready to speak with sales. She also verified if the sales rep contacted the lead, providing visibility as to which dealers were following up and which ones weren’t. This solution provided a systematic approach to lead management, ensuring that no lead was overlooked and that all potential sales opportunities were capitalized on.
Operational Impact
Quantitative Benefit
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