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Climatic. Lead gen for modular construction.
The process, decisions and numbers behind a lead gen campaign in the modular construction industry.
A sales cycle measured in months, a decision made by four people, and a media budget billed quarterly. Lead gen in modular construction plays by its own rules.
The problem
Leads kept coming in, but sales rejected most of them as unqualified. Marketing reported growth; sales didn’t see it in the pipeline. A classic disconnect.
The approach
- A shared definition of a lead. A joint marketing and sales workshop, ending with a single sheet of qualification criteria.
- CRM scoring. Budget, timeline and decision-making role scored automatically the moment a submission comes in.
- Content matched to decision stage. Separate materials for someone still comparing technologies and for someone who already has a plot of land.
- Cutting channels. The two sources generating the most submissions delivered the fewest signed contracts. Turned off.
The result
Lead volume dropped by a third. The number of quotes sent by sales doubled. Same result, just counted on the right side.
Takeaway
When sales doesn’t trust marketing’s leads, volume is almost never the actual problem.