Pipitone Group > Work > PPG-Teslin

Welcome to the Lead Generation

Lead Qualification Tool

In business, it’s not just about getting leads—it’s about getting the right leads.

PPG Teslin® substrate manufactures durable, secure synthetic paper for labels and tags, laminated cards, secure credentials and other applications. Expanding its global reach across multiple countries, Teslin substrate had an opportunity: a new inside sales position was developed to convert prospects to customers. But for the company to expand its database of qualified leads, increase traffic to its website and grow its global presence, Teslin substrate needed the right platform.

Using HubSpot marketing automation tools, Pipitone Group began an integrated outreach strategy to allow Teslin substrate to nurture and track leads, and qualify them based on their activities and sales-ready contacts.

Catch and Track

Using targeted key words, Pipitone developed Pay-Per-Click (PPC) campaigns in 14 countries to drive traffic to Teslin.com and generate leads. Then, as traffic increased, Pipitone tracked the progress of each lead through the sales process. The predetermined qualifiers included filling out online forms, requesting paper samples and product sample testing. Finally, the prospect would be determined “ready” to pass off to Sales and distributors when they met BANT (Budget, Authority, Need, Timing).

Maintaining Relationships

Throughout the qualification process, Inside Sales Managers could follow the volume and progress of each lead using the HubSpot Customer Relationship Management (CRM) tool. Leads were organized and tracked in a database where they could be segmented by their degree of sales readiness to optimize the lead flow.

Keeping Up with Key Words

Key words are not a set-it-and-forget-it tool. Pipitone continually researched and updated the best-performing key words for both traffic and conversions so that Teslin substrate could continue to attract prospects to the website.

Campaign Goes Global

For Teslin substrate to have success in new global markets, its PPC campaign had to be a success. Pipitone has developed and managed international PPC campaigns for Teslin substrate in more than 14 countries, including Australia, Germany, India, Japan and Russia. Key words were translated into multiple languages, and campaigns were reformatted to suit various cultures, demographics, search engines and other considerations.

Pipitone Group 3933 Perrysville Avenue
Pittsburgh, PA 15214-1735


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