Penetrating an untapped customer base through a systematic market research approach and lead generation framework
Our client set out to expand its customer base across the Asia-Pacific region and focus on differentiation, allowing them to tap into new customer segments. This case study explores how we supported the commercial and sales excellence team to define a lead generation approach supported by market research and execute it by identifying potential customers with requirements in sea freight, logistics, transport, and customs brokerage services.
Service
Sector
“Working with Lancia, professionalism goes hand in hand with their unparalleled understanding of customer needs. Lancia’s ability to deeply connect with clients, coupled with their dedication to delivering top-notch quality work, leaving a lasting impression of excellence."
Regional Head of Sales Excellence for APAC
The Challenge
Our client had already established a dominant presence among major global companies. Going forward, they have embarked on a journey to accelerate penetration of new customer segments across the Asia-Pacific region. This project was commissioned to devise a strategy that would systematically identify companies, validate what their needs for services are, and provide a means of connecting our client with them, across 12 countries.
To narrow the scope, our client specified four specific verticals for us to concentrate on. This directive enabled our team to delve into greater detail, ensuring accuracy when identifying and selecting leads.
The Solution
We developed a comprehensive research methodology to identify leads that match our client's customer profile. Our supply chain experts began with market analysis and discovery to establish the characteristics of a good lead and identify promising sub-verticals based on market size and geopolitical trends. Various data sources, including trade data from customs authorities, trade management systems, and data brokers, were evaluated and shortlisted based on sample data, trustworthiness, quality, and completeness.
Using the criteria for a good lead, a proof of concept was conducted by generating a small batch of leads. Data from multiple sources was curated and enhanced to identify leads involved in high-potential exports and imports across key trade lanes in Asia, with significant business revenue and logistics spend. Sample testing ensured the quality of the provided leads.
The proof of concept was then expanded based on feedback from our client's local sales teams in each market, adjusting the "good lead" thresholds according to specific market context. This iterative methodology was repeated for each country until the desired volume of leads was achieved.
The Impact
From the market research, our client gained deep insights into key product sub-verticals that have high logistics potential and growth trajectory. Through the developed lead process our client significantly increased their sales pipeline and is empowering their local sales teams in the respective countries to expand their networks and establish direct engagement with the organizations identified throughout the project.
