Interview with Pierre Meurgey, Marketing and Sales Director of Cryospain
Posted: Sun Jan 26, 2025 4:34 am
At Connext, we annually present our report on the evolution of marketing and sales in the B2B sector. This year, as a novelty, we have interviewed professionals from the industrial sector, who face the challenges on a daily basis and also adapt to the new opportunities that arise in the market.
In a sector with a highly personalized product and where its germany email list sale required a lot of physical contact, Pierre Meurgey , Marketing and Sales Director of Cryospain , tells us how the pandemic forced them to digitalize their sales, developing a hybrid model today that has made them go from 4 leads per month to more than 100 leads.
CTAs-Blog-Report2024-1
Join us to discover the secrets behind Pierre Meurgey's success and his impact on the world of business marketing!
We know that the Cryospain sector is very particular. How would you describe the commercial process that you currently follow?
Our sector is very specific, because it is a niche within a niche. In the field of cryogenic engineering, we design and manufacture infrastructures, specifically static equipment. There are few players worldwide. So, on the one hand, we have a large availability of potential clients. But, on the other hand, we have to meet very high quality standards.
Almost 100% of our projects are custom-made, so we have to thoroughly study the specifications and design an appropriate technical solution. Therefore, the process is long, individual and has many iterative stages.
We understand that salespeople play a fundamental role in one-on-one contact. But we also know that Cryospain has managed to digitalise and automate part of its strategy. How do these two worlds coexist?
What has helped a lot is COVID. Before, we were essentially based on face-to-face visits. Our market is a limited niche and physical contact is important to remove insecurities from customers. We didn't have much of a digital presence, nor did we use a CRM. We were looking for opportunities and we used, for example, calls to capture them.
But the pandemic put that model in jeopardy. Then, the budget we had allocated for visits became available. At that moment we said: “let’s try something new.” And we launched into trying digital.
Now, we do both. We still make a lot of in-person visits, of course, but we also get contacts through digital channels. We have the figure of the hybrid salesperson , as they say.
Digital marketing has helped us a lot, especially the smaller players. Our industry is dominated by 5 or 6 larger groups that represent, let's say, more than 50% of the business we do.
Digital channels help us connect with another type of company, which may be an SME or a company that is not identified as a standard in the sector, but requires our equipment for an application that we do not know.
And then we implement automation, which is necessary for screening. We get over 100 leads a month. We have to process them all to end up finding the ones that really qualify, which are usually 3 or 4.
In a sector with a highly personalized product and where its germany email list sale required a lot of physical contact, Pierre Meurgey , Marketing and Sales Director of Cryospain , tells us how the pandemic forced them to digitalize their sales, developing a hybrid model today that has made them go from 4 leads per month to more than 100 leads.
CTAs-Blog-Report2024-1
Join us to discover the secrets behind Pierre Meurgey's success and his impact on the world of business marketing!
We know that the Cryospain sector is very particular. How would you describe the commercial process that you currently follow?
Our sector is very specific, because it is a niche within a niche. In the field of cryogenic engineering, we design and manufacture infrastructures, specifically static equipment. There are few players worldwide. So, on the one hand, we have a large availability of potential clients. But, on the other hand, we have to meet very high quality standards.
Almost 100% of our projects are custom-made, so we have to thoroughly study the specifications and design an appropriate technical solution. Therefore, the process is long, individual and has many iterative stages.
We understand that salespeople play a fundamental role in one-on-one contact. But we also know that Cryospain has managed to digitalise and automate part of its strategy. How do these two worlds coexist?
What has helped a lot is COVID. Before, we were essentially based on face-to-face visits. Our market is a limited niche and physical contact is important to remove insecurities from customers. We didn't have much of a digital presence, nor did we use a CRM. We were looking for opportunities and we used, for example, calls to capture them.
But the pandemic put that model in jeopardy. Then, the budget we had allocated for visits became available. At that moment we said: “let’s try something new.” And we launched into trying digital.
Now, we do both. We still make a lot of in-person visits, of course, but we also get contacts through digital channels. We have the figure of the hybrid salesperson , as they say.
Digital marketing has helped us a lot, especially the smaller players. Our industry is dominated by 5 or 6 larger groups that represent, let's say, more than 50% of the business we do.
Digital channels help us connect with another type of company, which may be an SME or a company that is not identified as a standard in the sector, but requires our equipment for an application that we do not know.
And then we implement automation, which is necessary for screening. We get over 100 leads a month. We have to process them all to end up finding the ones that really qualify, which are usually 3 or 4.