CGP Coating Innovation Automates Its Event Lead Management with KAYO

A solution tailored to the needs of an exporting small and medium-sized enterprise

CGP Coating is an SME with operations in nearly 50 different countries, generating €70 million in revenue, 80% of which comes from exports.

The Puy-de-Dôme-based SME, which employs 300 people, specializes in water-based coatings and is a global leader in transport packaging solutions, notably thanks to the STABULON pallet insert, ECOLOGISTIK slipsheets (an alternative to pallets), and format-cutting machines that integrate into palletizing lines.

Karine Morel is Sales Director for ASIA and AUSTRAL ASIA and is also in charge of all marketing activities:
“We participate in trade shows such as Interpack in Düsseldorf, PackExpo in Las Vegas, and Prod & Pack in Lyon... We can generate up to 800–900 leads per show, and we were having trouble managing those leads.”

Karine Morel continues:

“We met with many people at our trade shows and made numerous contacts, but then the time it took to process the leads was far too long.
We used paper forms where we’d check boxes and write notes and comments. Then each sales rep had to transcribe that information from the paper forms into Excel spreadsheets.”

Time savings for the sales teams

“Thanks to KAYO, lead capture is automated—we simply scan the business card, then fill out a form in the app with the information we need.

Even for the most complex cases, it takes no more than three minutes to qualify a prospect using the KAYO app. And yet, there’s a lot of information...

All this information is exported and then imported into our Pipedrive CRM.”

A New Experience for Visitors

Karine Morel and her teams were able to rethink how they welcomed and interacted with visitors at trade shows:

“One of the major advantages of being on-site with the customer is that we use KAYO on our tablets as a tool to facilitate the conversation: we show customers videos, photos, and case studies while we’re talking with them.

At the end of the discussion, the prospect immediately receives an email with product sheets and the contact information for the sales representative who will be handling their account following the trade show.”

“The customer remembers us because as soon as we finish the discussion, we’re able to email them all our information in a personalized format. The prospect receives the contact information for the person who will be handling their account, even if that person isn’t physically present at the booth.”

“Let’s take this example: when we participate in a trade show, not all of our international teams are at the booth—if we’re exhibiting in Düsseldorf, we can certainly meet with Mexican prospects even if our local team isn’t there.

However, after the discussion with this Mexican contact, they will receive the product sheet they’re interested in via email, signed by the sales rep who will follow up with them to handle their inquiry. The lead was captured by a sales rep present in Düsseldorf and then assigned directly to the appropriate sales rep.

This process of assigning leads to a sales representative prevents us from losing a number of prospects. It also reassures our prospects because they know exactly who will be handling their case and following up with them.”

Lead Management Through Scoring

One piece of advice we regularly give is to prioritize prospects based on their importance or the urgency of their request.

CGP Coating Innovation applies this principle to increase efficiency and stand out from the competition. The speed with which post-trade-show contacts are handled is the first indication of how seriously exhibitors take their prospects.

“What we also do is rate the priority of each lead so we can handle the most urgent and important ones first.
What KAYO allows us to do is quickly distinguish a casual visitor from a potential customer; we can tell the difference between prospects who are just browsing and those who have a real problem that needs to be addressed quickly.

This allows us to secure leads more quickly and convert them.

There’s a real difference in lead management, since previously it took sales reps between four and eight weeks to sort through and enter all the leads into the CRM and follow up—that is, calling them back and sending brochures. Today, it’s instant!”

After the trade show, we no longer have to manually enter contact information; we import all the data into our CRM to make it directly accessible to the sales and marketing teams.
We can also track where each contact came from through the statistics.”

"Finally, we would like to commend the KAYO support team, whose kindness and responsiveness were truly remarkable, despite the stress and challenges of our events."