Case Study Overview
$100k+ Deal in 3 Months: How Site-Insights Transformed Web Traffic into Major Wins for Total Clean Equipment
Total Clean Equipment has been a trusted provider of commercial cleaning and janitorial equipment, parts, and chemical cleaning products across Southern California for over four decades. Serving businesses with solutions for everything from office floors to rugged industrial environments, they have built a strong reputation for quality and service, supported by a proactive approach to their marketing efforts.
- Supplier
- Site-Insights
The Challenge
Enhancing Lead Generation and Deepening Customer Engagement
Total Clean Equipment was already diligent in their marketing, constantly evaluating performance and seeking optimization opportunities. Their lead generation relied on a mix of inbound and outbound strategies. Upon learning about Site-Seeker’s Site-Insights tool, they saw a unique opportunity: not just to identify new and warm leads from their existing website traffic, but also to significantly enhance the experience for their current customers and gain clearer visibility into the effectiveness of their diverse marketing initiatives. The goal was to layer a new level of intelligence, the ability to identify anonymous website visitors, onto their existing efforts.
The Big Idea
Activating Anonymous Web Data for Proactive Sales & Retention
The core concept was to transform Total Clean Equipment’s website from a passive information hub into an active intelligence source. By unveiling which businesses were visiting their site and what specific products or services they were exploring – in real-time – Site-Insights could empower the sales team to move from reactive to proactive engagement, significantly boosting both new lead conversion and existing customer satisfaction, and providing an opportunity for cross-selling.
The Results
Immediate Impact – $100,000+ Deal and Enhanced Customer Engagement
The implementation of Site-Insights delivered swift and substantial results for Total Clean Equipment:
Major New Business Win
Within the first three months of using Site-Insights, the Total Clean Equipment team identified and closed a rental deal valued at over $100,000. This lead was sourced directly from intelligence provided by the Site-Insights software that identified website visitors.
Instant Positive ROI
This single deal alone was substantial enough to produce a positive return on investment against their entire annual investment in the Site-Insights solution.
Improved Customer Retention & Cross-Selling
By gaining visibility into when and what pages their current customers were visiting, the sales team was empowered to:
– Proactively address needs: Reaching out with timely and relevant information or support.
– Effectively cross-sell: Identifying opportunities when existing clients showed interest in other products or services.
Enhanced Lead Generation Source
Beyond specific large deals, Site-Insights consistently served as a valuable source for new and warm leads, supplementing their existing marketing efforts.
Closed a rental deal valued at over $100,000 within the first three months
This was just one example of how Site-Seeker helps clients meet (and exceed) their business goals. Through a thoughtful mix of strategy, creativity, and data-driven decisions, we deliver results that make an impact. Let’s explore how we can help move your marketing forward.
Our Insights & Strategy
From Clicks to Conversations
Site-Seeker recognized that Total Clean Equipment, with its established market presence and active sales team, was perfectly positioned to capitalize on deeper website visitor intelligence.
Insight 1
Anonymous B2B website visitors represent a wealth of untapped opportunities. Understanding their browsing behavior could reveal immediate interest and buying signals from new prospects and existing clients exploring additional solutions.
Insight 2
Proactive outreach, armed with knowledge of a visitor’s specific interest, is far more effective than cold calling or waiting for a form submission. This is true for both new leads and existing customers who might be considering new products or services.
Insight 3
A tool that identifies visiting companies and their on-site journey could bridge the gap between marketing efforts and sales actions, providing clear ROI attribution.
Our strategy was to:
- Implement and Customize Site-Insights: Deploy our proprietary website visitor identification software and tailor it to Total Clean Equipment’s specific business needs and sales processes.
- Empower the Sales Team: Work closely with their sales team to integrate this new stream of intelligence into their daily workflow, defining clear criteria for lead qualification and follow-up.
- Focus on Actionable Intelligence: Develop reporting and alerts that highlight the most promising opportunities for both new business and existing customer development.
Execution
Collaborative Implementation for Actionable Results
Site-Seeker and Total Clean Equipment embarked on a collaborative process to ensure Site-Insights delivered maximum value:
Software Installation & Configuration
We seamlessly installed the Site-Insights tracking code on the Total Clean Equipment website.
Defining Key Parameters
- Identify visitor categories: Distinguishing between new prospects, existing customers, suppliers, or competitors.
- Establish lead qualification rules: Defining what on-site behavior (e.g., pages visited, time on site, frequency of visits) constituted a qualified lead versus general interest.
- Pinpoint target areas: Focusing on high-value product and service categories.
- Outline the sales engagement process: Determining how and when the sales team would act upon the leads and insights generated.
Custom Reporting & Analysis
We built customized reports to help their team understand the types of traffic visiting the site, the direct sources of these identified leads, and the specific interests of visiting companies.
Total Clean Equipment captured significant new revenue by leveraging the deep visitor intelligence provided by Site-Seeker’s Site-Insights tool. It strengthened its ability to retain and expand relationships with its existing customer base, proving the immense value of understanding who is on your website and why.
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