UK Lighting Manufacturer

A UK-based lighting manufacturer and installation firm with approximately 60 employees, seeking to scale their energy-saving lighting controls solution and emergency light testing services. With the majority of the activity targeting enterprise level businesses, we’ve been able to provide exceptional results with high order values and excellent conversion rates through the sales funnel.

The Challenge:

The client initially wanted to target mid-sized manufacturing companies, but struggled with lead conversion. Analysis revealed that the energy savings offered were insufficient to drive compelling business cases for this segment, with only 25% of leads progressing to the next stage.

The Strategic Support:

We recommended a strategic pivot to Enterprise-level accounts within the Retail and Hospitality sectors as the savings provided a much stronger case for conversion into site survey and proposal, alongside dedicated decision makers. Whilst target accounts are far more complex, our deliberate approach of quality over quantity delivers excellent results.

• The new approach involved:
  • Manual building of an account list of high-value retailers, gym chains, self- storage, logistics, and hospitality companies with large estates.
  • Identifying and mapping specific decision-makers within these complex organisations.
  • Expert Outreach: Implementing a high-touch, direct 1:1 tailored outreach.

Targeting enterprise level businesses often involves targeting busy, senior decision makers who require precision and a message that breaks through.

Our effective approach ensures they want to know more and once nurtured appropriately, the handover lays the perfect foundations for engaging in a new, fruitful relationship.