Foodservice agency vows to turn duds into deals

A group of hospitality professionals with operator-level experience have formed a new B2B marketing agency that aims to help industry companies hone their sales leads.

The Lead Ingredient, which is based in Stratford-upon-Avon, will offer its services to businesses that wish to develop their sales-lead pipeline and create high quality purchase-ready sales leads.

Principal partner, Chris Proud, said that generating high quality sales-leads is essential for any successful supplier to the competitive foodservice sector, whether they are providing catering equipment, food items or services.

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“Sales leads are vital to any growing business, however not all sales leads are ready to engage with sales,” he said. “At the Lead Ingredient we help companies generate sales leads which are purchase-ready, saving money and creating greater conversion rates than standard lead generating programmes.”

Proud said that The Lead Ingredient would provide a unique combination of data provision, content marketing and lead nurturing, ensuring suppliers generate sales-leads that are purchase-ready.

“Independent research shows that 75% of sales-leads are not purchase ready. This means that sales follow-ups are in danger of alienating the prospect, who is in research mode and not yet ready to engage,” he said.

The Lead Ingredient team includes foodservice professionals with client and supply side experience with businesses such as Compass, RoadChef, Bramwell Pub Group, Steelite, Costa, Whitbread, McDonalds and Premier Inn.

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