A Story From the Front Lines of B2B Lead Generation: Paving

Entering a new market is tough for any business. No matter how successful you’ve been in the past, a new market presents new challenges. Depending on what sector your business is in, the challenges you might face can vary. For example, in a MSP lead generation program, you may worry about the size of the city. This can affect how many businesses will need your services or how many competitors you’ll have.

For a Phoenix-based asphalt company that wanted to generate commercial paving leads in its new market of Denver, Colorado, business growth concerns were at an all-time high. Not only were they having trouble adapting to their new market, but COVID-19 was also putting a strain on their growth goals. Since they couldn’t attend network events or join associations, they had to look at other solutions.

Here’s how Abstrakt Marketing Group helped this paving company grow during an uncertain time using proven lead generation tactics.

The Division Manager of the Denver branch came to Abstrakt in May of 2020 and expressed interest in appointment setting services. Since COVID-19 was hindering them from growing in other ways, he knew he had to look at alternative options if the company was going to hit its revenue numbers for the year. He was already shopping around for lead generation solutions, but ultimately liked our proposal and decided to move forward with us quickly.

Here’s what the next several months looked like in terms of our partnership:

At Abstrakt, we like to get to know our partners and set them up for success in their program. That’s why we provide one full month of implementation. During this commercial paving company’s implementation month, there were several meetings in which we discussed program specifics and learned as much as we could about their business.

While an Implementation Project Manager was preparing the client for what to expect throughout the entirety of their program, a team of creative and analytical professionals were working in the background. Writers and designers were creating materials to be used in their sales program, while data specialists were working to create a list of high-quality prospects in the Denver market. We also learned a lot about our partner in this time, including the following:

• They target property management companies, HOAs, apartment complexes, schools (both public and private), government, and anything else commercial with asphalt or concrete with the goal of going after multi-location facilities.
• At the time, they were doing 60% new construction and 40% maintenance in Colorado; they wanted to see these go to 70% maintenance and 30% new construction (big on building relationships to get the big job).
• They had three sales reps at the time who would round robin leads; their goal was to fill them up with appointments and hire another sales rep (B2B appointment setting was the perfect solution to fulfill this need).

Knowing so much information upfront really helped us hit the ground running with this program. Our partner’s willingness to provide so much information early on is a huge part of what helped them see success so quickly.

The Sales Development Representative (SDR) on the account picked up the messaging quickly and was ready to grow our partner’s business from day one. In his first month working on the account, he scheduled 10 appointments. Of these 10 appointments, eight turned into proposals and one turned into a $37,000 parking lot job.

Since their wildly successful first month, this paving company has remained extremely happy and satisfied with their program. The SDR on their account is continuing to build and grow their sales pipeline, with several more appointments turning into proposals and looking promising for future project work. To date, we’ve scheduled more than 30 quality appointments for our partner.

Because of our process, the sales reps at the paving company no longer have to prospect and build pipelines on their own—all they have to do is pitch the products and services. We handle the rest.

Interested in learning more about our B2B lead generation solutions? Abstrakt has a service to fit every business’s unique needs. Together, all of our services embody the complete lead generation solution. We specialize in everything you need to attract your ideal customers. Are you ready to grow your B2B business? Schedule a meeting.