We speak a lot about branding — adding value to B2B brands, building global brands, marketing in a digital world, employee branding, etc.
Yes, they are all absolutely vital to business growth and success.
But we often tend to speak less about or even ignore a less “sexy” component— lead generation.
Most people just hear the term and get overwhelmed, which is a major problem as despite the challenges involved, lead acquisition and tracking is a crucial part of any business.
And in a world where the heat is always on to win (or maintain) market share and stay ahead of the competition, traditional methods are no longer enough. More of the same just doesn’t cut it anymore and creativity is key!
In the case of Amiad Water Systems, a world leader in water treatment and filtration solutions, the marketing team decided to try something different to support and improve the sales process. This came after the company successfully underwent rebranding; and with a solid foundation in place, it was time to get the word out and translate all the efforts into revenue.
After getting the go ahead from the sales team and researching potential buyer personas, the team created Amiad FilterIT — a digital tool (app) to help end users understand which of the company’s solutions best suited their needs.
The idea was simple. The user would sign up and download the app, add the criteria, and receive information on the products that met these criteria. In addition to helping the end user and collecting highly-qualified leads, the Amiad FilterIT app could also be used to promote new and innovative products, push notifications to customers, track data and optimize products and services based on user behavior and needs.
Once the app was implemented in one specific market, Amiad used a digital campaign to promote it and as a result, the sales team received hundreds of qualified leads that could then be nurtured through direct communication.
Based on this success, Amiad is currently in the process of implementing the app in additional markets globally.