The system has been changed to allow us to make a sales approach without missing the timing for consideration｜FISA Corporation

Mr. Kazuki Tarui, Sales Representative, Tokyo Sales Office, Fisa Corporation

To be able to approach sales people at the right time for consideration

 

 

 

 

 

Please introduce your company

 

Mr. Tarui: We manufacture and sell industrial products such as hot runners for plastic injection molding and static electricity removers.

Our main product, the hot runner, is a unique product with a spring mechanism inside, for which we have obtained a patent. We have been manufacturing and selling hot runners for nearly half a century, and we are proud of our high domestic market share.

A hot runner is a device that prevents the formation of runners, which occur during the manufacture of plastic products. Since the runners can only be disposed of, they are attracting more and more attention due to the problem of waste plastic that has become an issue in recent years. Of course, it also contributes to reducing the cost of plastic materials.

However, since it is still a niche in the industry, there is a hurdle in acquiring new customers, and this is the reason why we are using BowNow.
Our target customers are mainly manufacturers of plastic products, and many of them are in the automotive industry, so we have a wide range of customers regardless of their size.

I'm in charge of sales, but I'm also in charge of marketing and website management. We don't have a marketing department, so I work with another person in charge of planning, who is in charge of marketing.
As I mentioned earlier, we would like to promote our high technology through our website.

 

【Challenges before implementation】Long lead time for new customer acquisition, and timing is difficult to measure.

 

What challenges did you face before implementing MA? 

【Measures】Using the log function to measure the timing of sales approaches

 

What kind of measures are you currently using BowNow for?

 

Mr. Tarui: We mainly use BowNow as a sales tool to distribute e-mail newsletters and to measure the timing of sales approaches. 

We receive a lot of additional orders from existing customers, and sometimes we are introduced to new customers, but even so, it is not easy to get them to consider our products and services in a single business meeting.
Therefore, we use BowNow to send out e-mails, and while providing information and building relationships, we look at the PV information, and if the number of PVs increases, we judge that the interest is growing, and take sales approaches such as sending materials.
We access BowNow from each of our offices and approach "hot leads" by extracting them using different search criteria for each office, and when making appointments or proposals, we use the log information to develop talks that match the direction of interest.

I am also working on utilizing the "company log," which I learned at the Mtame seminar. Although we don't have lead information, we can see which companies are accessing our website, so we try to approach them as much as possible.

In the past, we only had a general inquiry form and product CAD data download, and catalog data could be downloaded freely without membership registration, but Mtame advised us to increase the number of conversion pages, so we added a sample request page. However, Mtame advised us to increase the number of conversion pages, so we added a page for sample requests in 2020 (using BowNow's form-adding function), and we immediately received requests.
Since samples are only requested by customers who have a high sense of temperature, we are prioritizing our sales approach.



For about a year after its introduction, BowNow was used only at the Tokyo Head Office, where I was in charge of planning, but after the Tokyo Head Office prepared materials for the entire company to introduce the BowNow tool and had Mtame conduct an operation workshop for the entire company, we have been receiving a lot of accesses from each site.
Since then, we have been receiving a lot of accesses from all the sites. As for the inquiries from the website form, I and the planning staff have been assigning them to each site, but now the whole company is using the tool.

【Results】Received several requests from the sample request page created by the form creation function.

 

What results have been obtained from such efforts?

 

Mr. Tarui: The sample request form that I mentioned earlier has already received several requests since its installation, and we have been able to capture leads that we didn't have before.

Also, we have been working on SEO with advice from Mtame. Also, we have been working on SEO with advice from Mtame. Also, we have been working on SEO with advice from Mtame. Also, we have been working on SEO with advice from Mtame. It was only in the last two months that I started working on it, so I was surprised at how immediate the results were.

Specifically, we added a glossary page, and assigned each site to create a glossary page. Since it is difficult to create all the terms at once, we used a questionnaire to ask for terms that seemed to have a high degree of certainty, and then created and published them on a priority basis.omer who calls me asks, "How did you know I saw that page? I feel that we need to be more creative on the sales side in terms of how we approach customers.

Due to the impact of Corona, we were no longer able to work outside the office, and we were able to increase the contents of our website in our free time.
In the automotive industry, which is our target audience, there was a reduction in production schedules, but inquiries from our e-mail newsletters and website did not drop particularly due to Corona. Since then, we have continued to augment our content and its effectiveness, and we have come this far without dropping.

【Future Outlook】I want to send out emails by segmenting by contact point or status.

 

What would you like to challenge in the future with BowNow and marketing initiatives?

 

Mr. Tarui: We would like to continue to enhance the content on our website and strengthen our SEO. Also, since we are currently sending out the same email newsletter to all of our leads at the same time, we would like to create tags and send segmented emails based on the contact points and status of the leads, such as exhibitions and referrals.
I think that segmented emails are easier to create when considering email content.

 

【Customer's Voice】BowNow is easy for beginners to work with.

 

What do you expect from BowNow in the future and what do you think of Mtame's proposal?

 

Mr. Tarui: It was my first time to use an email distribution tool or MA, but BowNow is easy for beginners to understand and work with because of its extensive manuals and templates.
The fact that the support staff contacts us every month and follows up with us is also a factor that allows us to work on the measures with peace of mind.

As for requests, I would be happy if the site were made more mobile-friendly, since I often go out for business.

Thank you!