Soft Lead Generation -
Food Safety Inspection Equipment

Food Safety Inspection Equipment – Soft Lead Generation 2017-09-21T05:51:49+00:00

Target Audience

  • Current customers who are not under warranty or service agreement but have had some type of service within the past two years
  • Current customers who have an initial warranty that is reaching the end of its 12-month period
  • Current customers who have a service agreement that is set to expire within the next 90 days

Decision Maker Titles
Maintenance Manager, Technical Manager, Production Manager, Operation Manager

Program Objectives

  • Generate awareness about service agreements and warranty options for food safety inspection instruments and equipment
  • Utilize lead scoring to identify hot, warm and cold opportunities to extend a current service agreement or offer additional service solutions to prolong the life of food inspection equipment


  • Target existing customers for a service they most likely will require anyway, and approach it proactively as opposed to waiting for a pressing service need
  • Prospect list was generated by the client based on time-sensitive opportunities for expiring warranties and service agreements
  • Up to three or five outbound call attempts with a voicemail message if unable to connect on the first and last attempts
  • Where appropriate, hot leads were transferred immediately to a service specialist and the rest were indicated for follow-up


  • 87% of the time Volkart May reached an appropriate contact, leads were scored as either warm or hot for service specialist follow-up OR were transferred immediately to a service specialist
  • Market intelligence on equipment performance and preventive equipment maintenance needs
  • Market segmentation to understand which prospects are ready and qualified to buy and which prospects to focus on at a later time, based on lead scoring