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Marketing for B2B Technologies

Lead Generation: Digital Oscilloscopes 


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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.

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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."

​

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Copyright 2017 • All rights reserved

​Martin Technical Research
5701 North Waterbury Road
Des Moines, IA 50312
Email Us

515•255•8630


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  • Home
  • Case Studies
    • Lead Generation >
      • Digital Oscilloscopes
      • EMC/EMI Marketplace
      • Food/Beverage & Chemicals
      • Fiberglass Grating
    • Market Development >
      • DNA/RNA Analysis
      • Semiconductor Programming
      • Pharma/Biotech Cleanrooms
      • RF Calibration
    • Product Development >
      • Fire Inspection Devices
      • Underground Pipe Locators
      • 6 1/2 Digit Bench DMMs
      • Current Clamp Meters
      • Food Irradiators
      • Circuit Breaker Diagnostics
      • Moisture Analyzers
    • Marketing Communications >
      • Technical Writing
      • Public Relations >
        • AATI
        • Kistler Morse
        • Liberty Labs
        • Ryan Instruments
        • Midcon Cables
        • Chemgrate
        • Western Display Fireworks
        • Fluke Networks
      • Sales Tools >
        • AATI
        • Kistler-Morse
        • Ryan Instruments
      • Print Ads >
        • AATI
        • Arizona Instrument
        • Ryan Instruments
      • Business Articles
  • Technologies
    • Analyzers & Instruments
    • Test & Measurement Equip
    • Refrigeration & HVAC
    • General Industrial
    • Optics
    • Nuclear-Related
    • Software and Related
    • Components
    • Computer Hardware
    • Systems
    • Medical
  • Research Snapshots
    • Fire Fighting
    • Ultrasonic Level Detection
    • Facility Lighting Systems
    • Aircraft Repair
    • Underground Pipe Locators
    • Drug Moisture Analysis
    • ESD Guns
    • Semicon Programming
    • Calorimeters
    • Installing Fiber Optics
    • Clamp Meter Displays
  • About