The manufacturer Emplas has reported that its lead generation programme is delivering an average of more than 200 leads a month to individual members of its authorised installer network. Emplas launched its dedicated consumer lead generation programme in 2019.
Built around a dedicated search engine optimisation (SEO) campaign and consumer-facing landing pages, the programme is designed to connect authorised installer network members with homeowners looking to appoint a supplier. As each lead is generated, it is made available to Emplas customers, who are alerted in real time and can instantly follow up on the lead. The information is also automatically pulled into Emplas’ lead management tool, called EVA, allowing installers to assign leads and manage the status of each lead within their sales pipeline.
“Lead generation, given the exceptional demand that we continue to see, is probably not going to be your first priority. The ability to manage those leads seamlessly is, however, going to be a major win,” explained Jody Vincent, Emplas’ sales director. “The lead is generated, our customers get notified, and they can then manage the sales pipeline through a very simple and easy to manage lead dashboard on EVA.”
The Emplas lead management tool has been delivered as part of a series of innovations designed to make it easier for Emplas customers to win business and place orders. This includes the roll out of its new integration for the consumer retail sales tool, WindowCAD, which allows retailers to show homeowners how new windows and doors will look on their properties, survey them, create quotations and then place orders, as part of a single, integrated process. The integration also publishes real-time information on lead times, helping installers to plan schedules more effectively.
“You can take a view that there’s so much business out there, you don’t need to give time to lead generation or lead management. But things won’t always be this busy,” Jody continued.
“Also, if you can streamline your processes and manage them better, why wouldn’t you? We’re here to support our customers with lead generation (when they need it again), but we are also supporting them in managing exceptional levels of demand. That’s alongside 24/7 ordering and real-time visibility of manufacturing capacity. It’s about making doing business as easy as possible.”
