Not all leads are created equal. As Integrated Building Maintenance has learned, when it comes to finding the right buyer at the right time in the purchasing cycle, traditional sales tools often fall short. While the company actively engages in email campaigns, online marketing and social media to build its pipeline, these activities tend to generate a low percentage of qualified buying opportunities. So it decided to explore ways to expand its lead funnel.
“We needed a platform through which we could highlight our distinguishing characteristics and set ourselves apart from the competition,” said Taylor Gifford, National Sales, Integrated Building Maintenance. And the company found one in Ariba Discovery™, the premier service for matching business buyers and sellers globally, offered by Ariba, an SAP Company and the world’s business commerce network.
Delivered via the Ariba® Network, Ariba Discovery simplifies the process of lead generation by instantly matching buyer requirements to supplier capabilities. Using the service, Integrated Building Maintenance is able to showcase its technology capabilities, green initiatives, and broad service lines. And this, according to Gifford, has led to a significant increase in new business opportunities.
“Ariba Discovery has expanded our lead funnel by 35 percent,” Gifford says. “And due to the collaborative nature of the service, leads are typically about 20 percent more qualified than those coming from other e-marketing sources.”Integrated Building Maintenance successfully converted one of these leads into a $500,000 snow removal contract from a leading retail chain and recently bid to serve additional locations and expand the contract to over $1.4 million. “Lead generation can be costly and time consuming, particularly for small to medium sized-companies. But with the right tools, selling organizations can quickly and easily enhance the efficiency and effectiveness of this critical task,” said Rob Mihalko, Vice President, Seller Marketing & Ariba Discovery. “Ariba Discovery provides instant access to targeted buyers around the world, which companies like Integrated Building Maintenance can leverage to expand their customer base, and ultimately, their revenue.”