4x
Increase in Process Efficiency
15 Minutes
Turnaround Time
Real-Time
Performance Tracking
Centralized
Sales Management
Automat Industries Loves LeadSquared For:
About Automat Industries
Automat Industries are the world’s leading manufacturers of micro-irrigation components. With over 350 products to their name, Automat has established its presence in more than 110 countries. On 1st March 2022, they completed 50 years in the irrigation industry.
Situation Overview
Before the pandemic, the irrigation market in India was largely driven by government subsidies.
The supply chain process looked like this.
- Manufacturers like Automat supply components to government OEMs.
- Government OEMs assemble and distribute finished products.
- Farmers procured these products through government-controlled channels.
Recently, however, the government has taken deliberate steps to reduce subsidies in this industry. The market is undergoing a paradigm shift from a subsidy to a cash market. Consumers have now started purchasing from brands, and this trend is only going to increase.
Due to these external factors, Automat decided to transition from a B2B to a B2C business model. This transition meant a substantial increase in Lead Flux, which couldn’t be handled by Automat’s previous processes.
Currently, Automat generates 90% of its leads from
- B2B marketplaces like IndiaMART.
- Social media platforms like Facebook.
- Google Ads for international markets.
Automat primarily uses WhatsApp for lead nurturing and communicating with prospects.
Challenges
1. More rework with manual lead management
Earlier, Automat’s lead capturing + sorting process took about 7-9 hours. This process required a dedicated person to execute the same.
2. Lengthy Response Times
It took over three days to initiate the first touch with a prospect. This high TAT (Turnaround time) resulted in low engagement levels and increased drop-off rates.
3. Lack of an extensive reporting tool
Automat did not have access to extensive reporting tools for analysing sales performance and digital marketing campaigns. Generating comprehensive reports was a considerable challenge and required lots of effort.
Solutions
Eliminate manual grunt work with complete process automation
Automat has integrated all its lead generation platforms (IndiaMART, Google Ads, Facebook) with LeadSquared. Through automation, leads are instantly captured, scored, and distributed according to Automat’s sales requirements.
This has exponentially reduced the time taken and eliminated the need for a designated person to undertake lead processing work.
Increased employee productivity
Reps can filter pending tasks according to lead stage/quality and prioritize high-intent leads from the get-go. Moreover, automated reminders ensure that no calls or follow-ups are missed.
Enabling real-time tracking & detailed reports
Through detailed reports and analytics, Automat was able to gauge ROI from multiple digital campaigns. By getting a better understanding of what works and what doesn’t, leaders were able to make the required changes to their sales & marketing strategy.
User-friendly mobile application
LeadSquared mobile CRM made field activities effortless for Automat. They were easily able to assign and track lead status, while automated reminders and smartviews ensured reps never missed out on follow-ups.
Instant communication with WhatsApp integration.
By integrating WhatsApp with LeadSquared, Automat was able to speed-up its lead nurturing process. They could instantaneously send a WhatsApp text when a lead was captured. This dramatically reduced lead turnaround time from over 3 days to 15 minutes, leading to increased engagement levels and decreased drop-off rates.
Results
LeadSquared’s extensive lead management capabilities have helped Automat seamlessly transition from a B2B to a B2C model. Automat has been able to integrate all its lead sources and automate major processes. In the long term, the company looks forward to scaling its operations with LeadSquared.