Emhart Fastening Teknologies:
Website Visits Get Converted to Revenue
 Emhart Teknologies, a division of Black & Decker, is a global leader in the design and creation of unique assembly technologies. At the end of 2002, Emhart's Director of Electronic Marketing, Darren Byrne, was tasked with creating a short-term, ROI-positive program that would drive an increase in revenues for the company.
Business Challenge:
Emhart Teknologies manufactures and sells fasteners worldwide to companies in the automotive, aerospace, defense, domestic appliances, electronics and telecommunications industries.
At the onset of his challenge, Byrne knew that information harvested from Customers' and Prospects' website visits could be a valuable lead source, and he suspected that Emhart's website leads were more numerous, more current and better qualified than those derived from traditional sources, such a trade shows. In January of 2003, Emhart made a decision to systematically collect information on their Customers' and Prospects' visits to the Emhart website, and to immediately forward the resulting lead information to Sales Representatives, Engineers and Management in order to initiate immediate follow up, to close opportunities, and to increase revenues.
Technology Solution:
Emhart selected i-MARK and its imaginative Lead Processor Solution to give their Sales Representatives and Engineers a decided "rapid response" advantage over its competition by enabling them to follow up on website sales leads as soon as they were created. Emhart became the first in the fastening and assembly industry to use an Internet-based electronic lead processing system.
i-MARK's internet-based solutions and eBusiness capabilities are designed to increase productivity for end-users in sales, manufacturing, engineering and management, and were integral to the development of Emhart's lead collection, analysis and distribution system. i-MARK's Lead Processor Solution now enables Emhart Sales Representatives and Engineers to immediately receive detailed information about customers' and prospects' product and application requirements. Additionally, Emhart management has a variety of sortable reports at their disposal that give them immediate visibility into lead activity and handling, and specific information about each opportunity.
"With i-MARK, we found a partner who combined an easily-leveraged
technology base, sophisticated IT knowledge, and an understanding
of the industrial manufacturing world," said Byrne. The two
companies collaborated to design a highly-productive internet
browser-based lead processing system, though which Emhart
collects information about Customer and Prospect visits to
its Virtual Innovation Center (VIC), accessible at www.emhart.com.
End Result:
Since launching their lead processing system in June of 2003, Emhart achieved positive
ROI in a few months, and has consistently processed over 3,000
leads a month at a cost of less than $1.00 per lead. Since
the beginning of 2004, i-MARK's Lead Processor Solution has
generated over $2M in incremental new business for Emhart.
Byrne says Emhart has received "lots of kudos from Customers and Prospects for being so fast to answer their inquiries and solve their product application problems."
Emhart also enjoys the efficiencies of having i-MARK host their application as an Application Services Provider. "Since i-MARK is responsible for the software and its operation", Byrne explains, "we are able to devote all our energies on growing the business."
Del Merenda , i-MARK President & CEO, remarked, "i-MARK specializes in melding a company's sales channels and e-commerce goals into an effective Internet Value Chain strategy. Emhart's commitment to implement a powerful lead processing tool for its Salespeople, Engineers and Management is one of the most aggressive and effective uses of the internet to drive revenues that I have seen."
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