Development of a commercial pipeline for heat recovery systems in energy-intensive sectors in Italy
A global supplier of heat exchange technologies has chosen to strengthen its network in Italy, focusing on promoting energy recovery systems in production processes. The project focused on energy-intensive companies (ceramics, metallurgy, textiles, paper) with a turnover of more than €5 million. The activity was aimed at identifying the real decision-makers — energy managers and technical managers — in order to propose concrete solutions for improving efficiency and reducing environmental impact.
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Goals
Map and validate a database of energy-intensive companies in the main industrial districts of Northern and Central Italy.
Implement an integrated multi-channel strategy (telemarketing and email marketing) to maximise penetration.
Identify energy recovery technologies already present in plants to identify areas for improvement.
Qualify contacts based on their decision-making role and the economic importance of the company structure.
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Activities
Selection of an initial database of 394 companies operating in critical sectors such as foundries and ceramic manufacturers.
Launch of telephone contact management campaigns focused on energy managers and plant managers.
Collection and validation of 384 direct corporate email addresses for sending technical communications and personalised nurturing.
Proactive response management, with structured analysis of motivations of interest and process requirements.
Constant monitoring of outcomes to refine the approach towards companies with latent or future interest.
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Outcomes
Generation of 20 highly qualified leads, achieving a conversion rate of 5% on the contacted universe.
Accurate identification and profiling of 17 technical managers and energy managers (85% of leads generated).
Increased database accuracy with 384 validated direct emails, a key asset for future communications.
Active request for technical meetings (virtual or physical) by 80% of qualified leads for the analysis of their processes.
Organisation of a high-profile meeting with a leading metallurgy company with a turnover of over €580 million.
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Value for the customer
Access to concrete sales opportunities in strategic, energy-intensive sectors.
Targeted penetration in the industrial districts of Northern and Central Italy, key areas for heat exchange.
Gaining valuable insights into companies’ interest in ISO 50001 certification and sustainable processes.
Creation of a database of decision-makers ready for account-based marketing activities and loyalty campaigns.
Drastic reduction in research time for the sales force, now dedicated exclusively to technical consulting on pre-qualified leads.
Would you like to offer your energy efficiency solutions to the most energy-intensive companies on the Italian market?
Discover how we can help you map target industries and generate qualified leads among Energy Managers and technical managers.