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About Empire Hire
Empire Hire is a UK powered access hire specialist, supplying equipment including scissor lifts and cherry pickers to businesses across the country.
Operating in a highly competitive market, Empire Hire’s sales team needs to identify opportunities quickly and engage potential customers at exactly the right moment. Sales Director Nick Vinci and his team introduced Lead Forensics to give them greater visibility of the businesses showing interest online and turn that intent into actionable sales opportunities.
The Challenge
Before Lead Forensics, the team at Empire Hire knew potential customers were visiting the website, but unless those visitors actively contacted the sales team or hire desk, they had no way of knowing who they were.
That meant potentially valuable opportunities could remain hidden. Prospects might be researching equipment and demonstrating genuine buying interest, but without an enquiry, Empire Hire had no trigger to start a conversation.
For Nick, this left the sales team relying too heavily on guesswork rather than actionable information.
Empire Hire needed a straightforward way to identify interested businesses, understand what they were researching and give its salespeople the information they needed to act quickly.
Our Solution
Lead Forensics gave Empire Hire the visibility it was missing.
Ease of use was particularly important to Nick. He found the platform straightforward to navigate and was able to roll it out quickly across the sales team, supported by regular check-ins and guidance from the Lead Forensics team.
Lead Forensics has since become part of Empire Hire’s daily sales routine. The team checks its notifications and website visitors every morning, looking for both new prospects and existing target accounts that are showing renewed interest.
“Every morning, they’ll get notifications and check the customers or prospects that have been looking at our website. There’s a real buzz with it.”
This visibility is helping the team have more timely and meaningful conversations. It has also uncovered opportunities in sectors Empire Hire would not traditionally have targeted, allowing the business to broaden its prospect base based on demonstrated interest rather than assumptions.
The platform has even provided Empire Hire with an unexpected additional use case. With fraud a concern within its industry, the team has been using website-visitor information as an additional signal when assessing prospective customers. Seeing that a business has genuinely interacted with the Empire Hire website can provide another useful layer of information during its existing verification processes.
The Result
One early success demonstrated the value of acting on buying signals immediately.
A member of the sales team had been pursuing a particular prospect for some time. When Lead Forensics alerted him that the business had returned to the Empire Hire website, he contacted the prospect straight away.
The timing proved crucial. The prospect confirmed they needed equipment, Empire Hire opened the account, and a machine was supplied the following day.
That prospect has since become one of Empire Hire’s top-spending customers.
“Because it highlighted that this person was looking at a certain product, we could act upon it almost instantly. They’re one of our top-spending customers now.”
The impact extends beyond a single account. Within approximately the first two months, Nick estimated that at least £20,000 in sales orders could already be attributed to Lead Forensics.
For Empire Hire, the benefit is also about speed. In an intensely competitive market, knowing which businesses are actively researching its services can give the sales team the marginal advantage it needs to make contact before a competitor.
The platform is also helping reduce time spent searching for opportunities by bringing actionable information directly to the team.
“Time is money, and having that information fast-tracked to us has been really valuable.”
Lead Forensics is now firmly embedded in Empire Hire’s sales process, with strong adoption across the team and rapid evidence of return on investment.
“It’s been a valuable part of our sales process. Our sales team can’t actually live without it now. I was surprised at how fast the return on investment came through.”
For Nick, the combination of an intuitive platform, responsive support and actionable sales intelligence has given Empire Hire a tangible advantage.
