Filling the B2B Sales Funnel for Principal Technology, Inc.

The Solution

Applying Our Golden Rules to Earn Golden Results

Eyes on Industry Giants with LeadLander Visitor Identification

Finding and capturing leads can be difficult in any industry, but website visitor identification softwares like LeadLander can eliminate some of the mystery in B2B sales. LeadLander helps firms like Principal Technology, Inc. identify the companies that come to their website so they can better capture, qualify, and follow-up with prospects.

Thanks to real-time alerts and detailed visitor information, they’ve been able to capture “big whales” in their pipeline that have led to big-dollar (or even multiple or sequential) projects.

Lead Scoring with CallRail

It’s not enough to bring in leads through pay-per-click campaigns; we need a way to qualify them. Every week, our teams collaborate on scoring each lead that has come in. CallRail helps Principal Technology track which calls come in through paid ads, and listening to the recording makes it easy to qualify the lead as:

• Bad – A bad fit for the firm with low chances of conversion
• OK – A good fit but with low/medium chances of conversion
• Great – A perfect fit with high chances of conversion

By learning more about what makes a lead qualified for potential business, we were able to exclude keywords that were capturing low-quality leads, measure the effectiveness of campaigns, and optimize for our best chance of success.

A Hedgehog in Sulfur Recovery

With their hard-working website–and hard-working marketing strategies–up and running, we leapt from one website build to the next. They’ve always been good at this niche, but they wanted to find a way to promote their work and acquire leads without taking away from the rest of their business.

Sulfur recovery in general can be a divisive subject, so they wanted to be sure they were targeting qualified B2B customers who were actively searching for the service without pulling attention away from their core UVPs.

Education as Lead Generation

At GoldenComm, we start every website build with a thorough persona-building process. We want to understand as much of the business – and your ideal customers – as possible so we can cater to specific perspectives and needs.

In the case of SulfurWorx, the team at Principal Technology let us know that many people searching for sulfur recovery services are less experienced in the industry and are simply tasked with finding a company who can do the job. With this in mind, we built Sulfur Recovery 101: a search engine optimized hub of information that helps potential customers find their way and establishes SulfurWorx as a knowledgeable firm

Reducing Errors with Proactive, Automated Testing

Tools like Selenium (New Relic Synthetics) can significantly reduce errors and downtime. Selenium can simulate user interactions and continuously monitor applications, quickly identifying issues or regressions that may arise after updates or changes. These automated tests provide real-time insights into site performance without pulling Fine Linens’ staff away from sales and operations.

Coupled with log analysis tools like Sentry, Fine Linens can now track errors, analyze patterns, and diagnose problems more effectively. This proactive approach enhances the overall quality of the website and infrastructure and helps minimize downtime with rapid detection and resolution of issues (ideally, before they even impact end users).