Chemicals are everywhere. They impact every market imaginable and are one of the largest industries in existence. They’re also the result of cutting edge innovation by scientists and researchers that craft new chemistries to meet the changing needs of the world.
Surprisingly, until recently, the way the industry conducts business had changed little from the days of 3-martini lunches, relying heavily on outside sales people, belly-to-belly meetings and other archaic methods that fail to meet the needs of modern chemical buyers. In fact, the chemical industry was one of the few holdouts that largely eschew e-commerce and believe a strong web presence consists of a company web site…that is about to change.
The chemical industry has long-relied on the most traditional (and expensive) of sales methods: the outside sales person. Considering salary and travel costs, you can expect to spend between $300 to $500 per contact and while the average conversion rate for offline face-to-face customers is a respectable 40%, you might ask yourself how those figures stack up against those associated with online leads…
Online lead generation plays a critical role in successful chemical producers’ marketing strategies. Why? Because while the average conversion rate is a modest 18.5%, the cost of lead generation is just $25-30 per contact and users have the capability to quickly reach as many members of their target audiences as they’re able to identify!