Lead Generation: Digital Oscilloscopes 

Picture
Client:  Fluke Electronics, Everett, Washington. 
en-us.fluke.com/products/portable-oscilloscopes/​

​Product:
  • Model 123 Industrial ScopeMeter.
  • Handheld unit with combined functions of digital multimeter, oscilloscope and data-recorder.
  • Designed for electricians, technicians and engineers who repair and troubleshoot industrial machinery, instrumenation, controls and power systems.
  • In the late 1990’s, this product was priced at $1,500 to $1,800 depending on accessories.
​
Target Markets:
  • Industrial manufacturing and processing plants.
  • Machine tool repair firms, electrical contractors, and independent service providers.
  • Companies specializing in controls, CNC lathes and milling machines, robotics, cranes, variable frequency drives, PLCs, industrial machinery.
​
Target End-Users:  
  • Maintenance mangers
  • Plant electricians
  • Instrument & control supervisors
  • Electrical and electronic engineers
  • Instrument technicians
  • Independent contractors
​
Methodolgy: "Try & Buy"
  • Prospects were offered the opportunity to evaluate the Model 123 ScopeMeter on 10-day trial basis (Fluke paid shipping costs both ways).
  • Follow-up sales calls were made with end-users who didn't purchase immediately at the end of the 10-day trial period.
  • A programmed chip within the demo unit disabled the ScopeMeter at the conclusion of the trial period.
Picture

Results:  
  • Martin Technical Research completed approximately 3,000 interviews in 12 months, with Fluke shipping 1,200 product evaluation kits over that same period.
  • Sales conversion rate was 40%, with unit sales averaging 1.8 ScopeMeters per buying site.









Client Contact:  Henk Koppelmans, Marketing Manager, now with Fluke Networks in Europe, based in The Netherlands.  

"Richard and I worked together at Fluke to generate sales for a high tech product geared to industrial markets. Through a refined sales lead qualification and generation process, potential end users in specific companies in targeted vertical industries got identified.  It resulted in healthy sales results in key markets and in addition Fluke got valuable and rich insights in product satisfaction and potential product improvements.  Richard proved to be a reliable and creative business partner to work with."

​