JAY PUMPS · PUMP MANUFACTURER · OEM-ONLY
₹3,931 in ad spend.
63 dealer leads.
Across 18 states.
In one month.
A pump manufacturer doing OEM work for major industrial brands · Distributors squeezing margins on the only direct-to-market route · A reworked pricing strategy, sales motion, AI pre-qualification, and performance marketing · Here's what came back, and what it means for any pump company still recruiting dealers the old way.
SPEND
₹3,931
Total campaign cost · 30 days
COST PER PIPELINE DEALER
₹62.40
63 dealers in active pipeline
REVENUE POTENTIAL
₹53–63L
Avg dealer purchase value: ₹85K–1L · 63 dealers in pipeline
GEOGRAPHIC SPREAD
18 states
86 cities · 18 states · demand from all over India
01 — THE BRIEF
OEM for the big brands.
No direct dealers of their own.
Jay Pumps had built a profitable manufacturing business on OEM work for big well-known industrial brands. But on the dealer side — the retail and B2B channel that moves pumps to end-customers — the only path to market ran through distributors. Margins were tight, payment terms ran on credit, and Jay Pumps had no direct relationship with the dealers actually selling their pumps. The brief was to surface a new direct dealer base on a different commercial structure: better unit margins, payment on dispatch, no credit lines. SFX rebuilt the pricing structure, redesigned the sales motion, deployed our AI multi-lingual chatbot for inbound pre-qualification, and ran performance marketing trained on our own offline buyer data — so the ad platforms learned from real building-materials buyers, not lookalikes guessed from interest signals.
THE PAIN
Distributors. Tight margins. Running on credit.
Distributor-only path to dealers. Margins squeezed at every renegotiation, payment terms stretched into 60 and 90-day credit cycles. Every quarter ended on collections and working-capital strain — dispatches couldn't move until invoices came back.
THE OUTCOME WANTED
Direct dealers. More margin. 100% cash and carry.
A different commercial structure. New dealers brought in on a reworked price card, dispatched against payment, no credit at all. SFX took it end-to-end — pricing, sales motion, AI pre-qualification, and performance marketing — to surface and qualify dealer demand at scale.
03 — THE GEOGRAPHIC STORY
18 states. 86 cities.
Demand all over India.
Pump dealers don't sit in metros. They run shops in district towns, agricultural belts, tier-2 cities — the kind of places a single sales rep takes months to physically cover. The campaign and chatbot infrastructure brought those dealers to Jay Pumps, not the other way around. Here's where they came from.
18
States with at least one lead
18 distinct state-level markets surfaced in 30 days. Each one represents a separate dealer territory Jay Pumps can build out without sending anyone on a plane.
86
Unique cities represented
Coimbatore, Chennai, Mumbai, Kolkata at the top of the volume curve — alongside towns like Payyanur, Jamkhandi, Sri Dungargarh, and dozens of others most field sales programmes never reach.
5
States with 10+ leads each
Karnataka, Tamil Nadu, Maharashtra, Kerala, Rajasthan — each delivered double-digit dealer interest in a single month. Five parallel territory-level conversations the brand could not have started before.
81%
Of leads from outside the top state
No single region carried the volume. The largest state contributed only 18% — meaning the dealer demand for Jay Pumps wasn't local or regional, it was national, surfacing wherever the campaign reached.
LEADS BY STATE · TOP 10
05101522
04 — THE QUALITY STORY
₹42 doesn't buy junk.
Here's who actually signed up.
The standard objection to cheap B2B leads is "low cost = low quality." For this campaign, SFX's AI multi-lingual chatbot pre-qualified every inbound respondent in their preferred language before they reached the Jay Pumps team for human verification. Three dimensions of the data answer the quality question: who they are, how much they sell, and which competitor brand they're already moving.
81%
Are core ICP businesses
Pump retail shops, agricultural equipment stores, plumbing supplies, hardware stores with pump sections, and borewell drilling outfits. The remaining 19% includes white-label OEMs and contractors — also relevant, just adjacent.
54%
Move 10+ pumps per month
More than half the pipeline self-reported selling at least 10 pumps a month. A meaningful slice reported 50+ per month. These are not tire-kickers — these are working dealers with existing pump-customer flow looking for better terms or a new line to add.
60%
Are competitor-brand dealers
Already selling Kirloskar, CRI, Crompton, Texmo, or Suguna — meaning they have an active pump customer base and are open to switching or stocking a second brand. The other 40% are greenfield: no brand yet, looking for a primary line.
What they currently sell
Incumbent brand mix across the dealer pool · the case for "switch from incumbent" pricing strategy
05 — THE PIPELINE DEPTH
Lead acquisition is the easy part.
Pipeline conversion is the work.
93 inbound responses sitting in a CRM is just a number. What happened next is the part most agencies skip — every response landed in SFX's CRM, the Jay Pumps team verified each one by phone, dispatched the new pricing brochure, ran a structured follow-up cadence on the SFX Field Sales App, and tracked status per dealer with GPS-verified visit logs. Here's how the funnel tightened from 93 inbound responses to 63 dealer leads in active pipeline — 2 closed, 2 in live negotiation, 59 in scheduled follow-up.
93
Inbound responses
Pre-qualified by the AI multi-lingual chatbot in the dealer's preferred language · the universe Jay Pumps received for human follow-up
100%
64
Human-verified by Jay Pumps
Phone-called by the Jay Pumps team, business verified, intent re-confirmed · the rest were duplicates, junk numbers, or no-longer-interested
68.8%conversion
60
Brochure dispatched
New price card and dealer terms sent over WhatsApp and email · 93.8% of verified dealers engaged with the offer
93.8%conversion
59
In scheduled follow-up
Future-followup status with specific next actions · price negotiations, election-cycle waits, region-by-region calls scheduled
98.3%retention
2
Live negotiation
Price quoted, returns and discounts under active discussion · expected to close within current cycle
advanced
2
Converted dealers
First direct dealers Jay Pumps has appointed via paid acquisition — ever. From a brand that had no direct dealer relationships 30 days ago.
closed
06 — THE STACK THAT RAN IT
₹42 isn't an ad-buying trick.
It's an infrastructure outcome.
Cheap, qualified B2B leads at this scale don't come from clever creative or lucky targeting. They come from owning the entire stack — pre-qualification, CRM, field execution, and ad-platform feedback all wired together. Here's the SFX infrastructure that ran the Jay Pumps campaign.
01 · TARGETING LAYER
SFX Chatbot
AI multi-lingual pre-qualifier
Every inbound respondent landed in a chatbot conversation in their preferred language — Tamil, Hindi, Kannada, Telugu, Malayalam, or English. The bot asked the qualifying questions Jay Pumps needed answered before a human picked up the phone: business type, pump volume per month, current brand mix, location.
Language-adaptive on first reply
Stage-wise mandatory questions
Junk leads never reach the team
32% drop-off filtered before pickup
02 · PIPELINE LAYER
SFX CRM
Built for building materials
Pre-qualified responses moved straight into a CRM designed for India's building materials sales motion. Every dealer carries a status — pre-qualified, verified, brochure-sent, in-followup, live, or converted. Mandatory activity loops force the team to log every call, every quote, every follow-up date. Nothing leaks.
Ad-level campaign attribution
Mandatory activity loops per stage
Stage-wise mandatory questions
Pipeline status in real time
03 · EXECUTION LAYER
SFX Field Sales App
GPS-verified dealer execution
When the Jay Pumps team needed a dealer visit, sample drop, or counter-meeting, it ran on the SFX field app. GPS-stamped photo verification on every visit. Activity capture per dealer. Visit notes flow back into the CRM automatically. The team can't fake a visit and the management doesn't have to chase reports.
GPS photo verification
Auto-sync to CRM
Visit-level dealer notes
Manager dashboards live
THE CLOSED LOOP · WHY CPL STAYS LOW
We loaded SFX's offline buyer data into Meta's targeting.
That's why dealer leads cost ₹62, not ₹620.
SFX has years of building-materials buyer data sitting in our internal systems — verified dealers, contractors, distributors, OEM buyers across India. We pushed that offline data into Meta's ad platform as custom audiences and lookalikes, so the algorithm wasn't guessing who looks like a pump dealer. It was learning from the actual ones we already know. That's the difference between brute-force ad spend and surgical targeting — and that's what makes this CPL repeatable for the next pump, motor, valve, or rotating-equipment client.
07 — THE MASTER METRIC
Cost per pipeline
dealer:
₹62.40
Every cost in. Every dealer who's actively engaged with Jay Pumps — converted, in live negotiation, or scheduled for a follow-up call — counted. Average dealer purchase value: ₹85,000 to ₹1 lakh. So 63 pipeline dealers represent ₹53–63 lakh in revenue potential from a ₹3,931 ad spend. One field sales rep's monthly salary is ₹40,000–₹45,000. For one-tenth of one rep's salary, this campaign put 63 dealers across 18 states into the Jay Pumps pipeline. That's the comparison that matters.
ONE SALES REP · 1 MONTH
₹40K–45K
Field-sales salary alone, before travel, allowances, and tooling. Output: a bounded territory, mostly visited dealers, no scalable database.
ONE TRADE EXHIBITION BOOTH
₹2L–5L
Single B2B exhibition · single city · 3–5 days · variable lead capture · no targeting · no follow-up infrastructure built in.
THIS CAMPAIGN · 30 DAYS
₹3,931
63 dealers in pipeline · ₹53–63L in revenue potential at ₹85K–1L per dealer · 18 states · 86 cities · 2 already converted · structured follow-up infrastructure now in place.
WHAT'S NEXT?
Your dealer network's numbers next.
If you're a pump, motor, valve, or rotating-equipment manufacturer still building dealer relationships through field reps and exhibitions alone — there's a faster, cheaper, more measurable layer underneath. We'll show you what your dealer recruitment numbers could look like with the right pricing strategy, AI pre-qualification, and performance marketing in place.
Start the conversation →
NO PITCH DECKS. JUST YOUR DATA, OUR HONEST ASSESSMENT.