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Epson America case study

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Epson America Improves Lead Quality, Engagement Rates, Pipeline, and Revenue with Conversica Epson America is the North American headquarters for a global technology leader dedicated to connecting people, things, and information with a lineup that ranges from inkjet printers and digital printing systems to LCD projectors, smart glasses, sensing systems, and industrial robots. And while Epson started as a consumer company, a large part of the business is the commercial products groups. In charge of lead management, events, as well as sales enablement and training for Epson America's five commercial groups is Chris Nickel, Senior Marketing Manager. Currently, the company generates leads via its website, trade shows, direct mail, email marketing, social media, print advertising, online banner advertising, and a brand awareness campaign called "Where There's Business, There's Epson." Together, these activities generate approximately 40,000 to 60,000 leads each year. "When I took over the commercial group three years ago, a key question was how to optimize how we were handling leads," Nickel recalls. "There wasn't a solid process in place, and it had become more complicated as we extended the product lines. Having a diverse set of products meant we had leads with multiple product interests and, frankly, the sales reps weren't really following up on a consistent basis." That's because the reps were remunerated by sales on named accounts—not by sales on leads sent to them—thereby leading to disinterest in the leads that didn't line up with their named accounts. "Before Conversica, leads would come in and whether they were good, bad, qualified, or not qualified, we would just turn them over to our salespeople," Nickel notes. "We had no insight into what the reps were doing with them. This meant that I needed to find another way to guarantee prospects the responsiveness they needed." Customer Founded in 1975, Epson America, Inc. is the U.S. affiliate of Japan-based Seiko Epson Corporation, a global technology leader with a lineup that ranges from inkjet printers and digital printing systems to 3LCD projectors, smart glasses, sensing systems, and industrial robots. The company is focused on driving innovations and exceeding customer expectations. Challenge Standardize and optimize lead outreach and communication Conversica Solution Conversica's AI automated sales assistant with unlimited bandwidth Conversica Virtual Persona Rachel Conversica Assists • 240% increase in engagement • 75% increase in marketing qualified leads • 500% increase in influenced pipeline • $2M incremental revenue in 90 days "Conversica is a wonderful force multiplier—there is no way we could ever have staffed up to the levels needed to accomplish what it has done for us" Chris Nickel Senior Marketing Manager, Commercial Marketing Team, Epson America Technology Case Study

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