Data Mining and Lead Generation for Hummingbird Sensing Technology

Learn how we generated leads for Hummingbird Sensing Technology

Who are Hummingbird?
Hummingbird Sensing Technology are original equipment manufacturer’s (OEM) providing gas sensing technologies for industrial and medical instrumentation and taking them to market via a network of value-add retailers (VARs).

The challenges?
Because Hummingbird are able to offer a world-leading range of sensing technologies, their sensors are suitable for use in a vast range of applications, to measure a variety of gases. This means that their overall target market is broad and so, in order to reach into new markets, Hummingbird elected to use direct marketing rather than broader advertising. They wanted to identify 1,000 new value-added resellers who install sensors in their equipment and to identify the decision-maker in each company.

Our solutions
Our international team researched global markets to identify 1,000 companies based on Hummingbird’s brief as to the type and size of organisation they wanted to engage. Because of the range of applications in which Hummingbird’s sensors can be used, it was vital to tag each company by which applications, which gases and which markets that company was involved with, so these organisations would only receive marketing materials that were directly relevant to them.

We developed a bespoke database application so that each company could be tagged, enabling Hummingbird to ‘slice and dice’ the data as they wished for each subsequent campaign.

Once we had identified the companies, our international team called each one, in the relevant native language, to establish the decision-maker and to ask for a telephone number and email address.

We then worked with Hummingbird to deploy and follow up with a series of highly-targeted email campaigns into these markets. We engaged each of those who opened and clicked the email with customer-service style calls to offer support and, where appropriate, organise a follow-up call or meeting with one of the Hummingbird Regional Sales Managers.

We also carried out and documented a full Data Protection Impact Assessment to ensure that the whole project complied with Data Protection legislation.

The results
At the end of the year, the number of sales opportunities generated increased 34%.