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Lingo Group

BMG LABTECH Case Study

Telemarketing Services

BMG LABTECH is a leading global developer and manufacturer of innovative, high-quality, and reliable microplate reader instrumentation. Based in Germany and offering a worldwide sales and support network, the company has been committed to producing microplate readers for twenty five years and their innovative products have earned a strong reputation as technology leaders in the field

The UK division has a mission to become the first choice supplier in the UK for competitively priced multimode microplate reading technology, of the highest quality and technical excellence, backed by outstanding service and support.

Lingo’s brief

Working from the client’s data, Lingo was tasked with focusing on one particular UK sales territory with the following objectives:

  •  Generate new leads
  • Re-qualify old prospects
  • Restart lapsed client relationships

The campaign

BMG LABTECH’s data was a mix of organisational types – research labs, universities and hospitals. Each organisation had multiple contacts listed and these covered a myriad of departments. The first task, therefore, was to ascertain which contacts were in which department. Lingo used web research to match the names to specific departments so as to avoid multiple calling to the same department – this would have been time wasting for Lingo and, more importantly, deeply annoying for the department concerned! The focus, once it was ascertained who was who in each department, was towards the lab leader as this would normally be the decision maker.

Where lab personnel were not listed on websites, Lingo called labs to find a friendly contact with whom they ran through the names they had to ascertain those in the same lab and identify the appropriate lab leader. In doing this, Lingo was delighted to find that lab people are (mostly) a friendly and helpful bunch!

Once calling began in earnest, Lingo secured seventeen appointments, most of which were face to face and some were with several contacts in one visit. They also unearthed seventy five requests for further information.

BMG LABTECH’s UK Managing Director Robert Mount says “Lingo did exactly what we asked of them and achieved excellent results. Not only that, their reporting and other communication during and after the campaign was excellent too”.

Contact us today for a discussion about your lead generation, appointments setting or telemarketing requirements.

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