In the subcontracting small and medium-sized manufacturing industries such as the machining industry, surface treatment industry, and painting industry, it is often a regional trade area, and dive sales and cold calls (calling a business without acquaintance) are one of the sales methods. I am. In this article, I will explain how to use BowNow to get a list of business partners.
BowNow is a marketing automation tool for small businesses, especially B2B businesses. Let’s dive into the “quasi-explicit layer” who often browses your company’s website and make a sales or call.
What is a semi-healthy group?
The definition of “quasi-explicit layer” differs depending on the company, but here it is “a user who has not obtained business card information but has browsed the website more than once in the last month”. If you know the business card information (contact information), you can contact the person in charge directly, but you do not know.
If you do not have the business card information, you can get only the company name from the IP address. Even “quasi-explicit” people may “do not make inquiries” while accessing the website many times in the last month, or dozens of times if there are many users. Visit such companies directly and try to get appointments.
Create search criteria for leads
From BowNow’s “Find Leads”, set the conditions for the company you want to find.
- Capital
- amount of sales
- region
- Industry
- Specify the browsing page of the website.
After setting the conditions, the number of search results will be displayed. This time, we are thinking of “dive-in sales”, so let’s narrow down the conditions to the extent that our sales staff can go around.
At this time, since it is unknown (user who does not know the contact information) who wants to perform diving sales, select “Unknown” in “User type” of the management information.
The status is “quasi-explicit”.
Download the list that matches the conditions as CSV.
The only information contained in this CSV that can be used is the “company name”.
Search for the company name on Google, or search for BowNow’s “Company Information Search” to get the address. This must be done manually.
Get zip code and address from corporate name
We are developing a system to acquire the address from the corporate name, and acquire the address from the CSV downloaded from BowNow.
Import to Google Maps
Let’s import the acquired corporate name and address into Google Maps and visualize it. Create Google My Maps and import CSV.
It was visualized. By deciding who will visit which area and going to sales, you can efficiently carry out sales activities to the “quasi-explicit layer”.
summary
In this article, I explained how to create a list for directly visiting the quasi-explicit layer who “have access to the website but do not make inquiries by themselves”.
The basic idea of marketing automation is to “cultivate by email, raise interest, and approach leads with increased interest.” However, in the small and medium-sized manufacturing industry, “sales power” and “technical power” are two wheels, and the speed of “visiting directly to get appointments” while competitors are approaching by email is “sales power”. I can say.
