Kennametal Inc. - U-Direct

Kennametal Inc.

Case Study: Kennametal Inc. Appointment Setting & Lead Generation


About The Customer

Kennametal is a global leader in the manufacture and supply of machine tooling for metal working, mining, construction and precision surface management.

Kennametal is a market leader within industries such as Aerospace, Earthworks, Energy, Transport and Engineering with its headquarters in Pennsylvania, USA.

Founded in 1938, this exceptional company now employs over 13,000 staff and has achieved annual sales of over $3billion operating in 60 countries.

Kennametal have developed its portfolio of well-respected and recognised brand names such as Sintec, Romicron and Camco. Kennametal’s products and services touch nearly every manufacturing process in the world.

kennametal-caseThe Objective

Kennametal had identified its strength with the acquisition of new customers but its weakness with generating leads and appointments, identifying qualified prospects and bridging the gap between a data list and a new customer.

Kennametal instructed U Direct to generate face to face appointments and full qualified leads with businesses that currently purchase machine tooling. This was segmented into two areas:

  • Appointments and leads for Kennametal’s direct sales team
  • Leads for the indirect sales team (distributors)

Using a data list provided by Kennametal, U Direct’s role was to generate qualified appointments and leads, cleanse and enhance the data list and build a pipeline of future customer opportunities.


The Results

Starting with a 3 month pilot project, U Direct generated 99 face to face appointments for the direct sales team.

This led to immediate sales of £180,000 which will lead to annual sales of nearly £1million. This does not include the potential growth of these customers or the revenue generated from indirect sales through the distribution network.

Additionally, U Direct achieved a 92% acceptance rate on the appointments generated through telemarketing. These potential customers are currently moving through Kennametal’s sales cycle.


What the Customer Said


“U Direct has delivered an unbelievable return on investment. We’ll be immediately expanding the operation globally. I’ve never known a telemarketing company to produce such results. I’ll recommend U Direct wherever I can, people should know about this company”

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CATEGORY Appointment Setting, Lead Generation