Fluke Corporation case study: Double the SQL target in 6 months
durhamlane’s outsourced SDRs delivered 48 sales qualified opportunities for Fluke Corporation in six months — double the target of 24 — generating an estimated $18.30 in pipeline for every $1 invested. The team converted Fluke’s 100–200 monthly MQLs and re-engaged hundreds of dormant contacts across North America.
The Fluke Corporation brand has a reputation for quality, safety and ease of use. That’s why their test, measurement and diagnostic equipment has become mission critical in service and manufacturing industries around the world.
But a strong brand brings its own challenge: marketing was generating more interest than the sales team could handle.
Fluke’s marketing engine was delivering 100–200 marketing qualified leads (MQLs) every month. Their existing team didn’t have the capacity to qualify them all while also growing their North America territory, so promising leads were going cold before a salesperson could reach them.
Inbound lead conversion is the process of following up marketing-generated leads quickly, qualifying their fit and intent, and converting them into sales-ready opportunities. Rather than hire and train an internal team, Fluke set durhamlane a six-month target: 24 sales-qualified opportunities and $560,000 in pipeline.
durhamlane’s SDRs became a pivotal point of contact between inbound opportunities and Fluke’s district sales managers; nurturing relationships through to close and embedding themselves into Fluke Corporation’s processes along the way. That quick establishment of trust gave us licence to get creative with messaging, automation and outreach during our six-month tenure.
The breakthrough came in month one. While reaching out to new prospects, we uncovered a treasure trove: hundreds of contacts that had drifted into an untapped black spot, with little record of how they got there.
Qualifying leads is our specialty. With a refreshingly open and honest approach, we re-ignited those conversations, booking demos of products like the ii910 acoustic imager with buyers who had previously said no, and the results speak for themselves.
“durhamlane has done a great job for my team in helping get ii910 demo’s set up. This had led to multiple opportunities where they helped close business. These were customers who had said no to us in the past and he was able to get a meeting set up and the customer saw the benefits of the Fluke products.”
Bill Cantieri
District Sales Manager, Fluke Corporation
Double the target SQLs and $18.30 pipeline per $1 invested
48
sales-qualified opportunities
(2x the target of 24)
$18.30
estimated sales pipeline per $1 invested
In six months, durhamlane delivered 48 sales-qualified opportunities for Fluke Corporation, double the agreed target, with an estimated $18.30 in pipeline created for every dollar invested. Over half of those opportunities were enterprise-level, won from a lead pool written off as cold.
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Fluke Corporation case study: Double the SQL target in 6 monthsDeveloping marketing to sales conversion and a sustainable pipeline for manufacturing giant, Fluke Corporation.
