28th June 2018

Industrial Pumps

LLian Solutions has developed a machine learning tool to help them identify relevant companies they could work with but did not already know about. AdBourn used their algorithm (called LLian) to identify marketing agencies in the UK because they knew that for 38% of UK agencies, their number one challenge was winning new business (Source: The WOW Company’s Agency Benchmarking Report 2018).

In Press is a specialist PR and marketing agency for the scientific, industrial and manufacturing sectors.

Problem
The company’s goal was to make its telemarketing activity to acquire new UK industrial pump clients more efficient.

In order to identify prospects, In Press would gather company names from online directories, attend exhibitions and add the exhibitor list to a CRM database. There were seven follow-up calls to assess interest and then an ongoing email campaign follow-up. This was very time consuming, used a lot of company resources and the results were a very low conversion rate.

Solution
In Press worked with LLian Solutions proprietary algorithm (LLian) to search out other pump companies similar to those In Press had worked with in the past.

An initial list of pump companies websites was given to AdBourn. Its software service, LLian, was used to search the content of 5 million websites looking for lookalikes to the pump companies list provided.

Results
In Press was given a list of 311 pump companies to evaluate. The results were that 205 (66%0) of the names were new (In Press was not already aware of them); 18 (6%) were already known; 43 (14%) were relevant but non-UK; and 46 (15%) were not relevant.

In Press said that it had got more targeted relevant leads; and that its telemarketing activity was more efficient because there was less wasted marketing activity and that this, in turn, led to spending less money acquiring new clients.

If you are one of the 38% of UK marketing agencies for whom winning new business is your number one challenge for 2018, then please call Chris on 01488 674203 to see how you can find relevant prospects you do not already know and then reduce your cost in acquiring new clients.