Food Equipment Manufacturer used
Price Curiosity to
increase qualified leads 200%

CASE STUDY: Colborne Foodbotics

Colborne Foodbotics ( machines produce more than 90% of the pies consumed in North America and is considered the most experienced and broad based supplier of robotic systems serving the Baking Industry. From traditional pie and cake processing equipment to ultra-sonic cutting and robotic machines, Colborne Foodbotics is at the leading edge of baking innovation.

  • Industry: Industrial Machinery
  • Products: Commercial Baking Equipment (complex)
  • Product Price Range: $15,000 to $500,000+
  • Sales Model: Direct Sales
  • Campaign Setup Time: Two (2) Days
Business Challenge

Although Colborne Foodbotics’ website did not get a large number of visitors each month, they still felt they were not capturing as many leads as they should. To effectively sell their baking equipment solutions, they needed to capture more prospects that were budgeting for new projects.


Colborne explored using price curiosity as a new way to engage new prospects without giving away pricing or jeopardizing their traditional sales processes. They also had to consider that half of their sales are through authorized dealers. EchoQuote was brought in by the VP of Sales and Marketing to jump start lead capture. The product catalog was setup in about a day and the system went live in 24 hours.

  • A clear sales process was created to maximize the effectiveness of pricing requests
  • A new Pricing Page was created on the corporate website (see below)
  • EchoQuote was added as a Self-Service option
  • Buttons pointing to the Pricing page were added throughout the site

Colborne Foodbotics saw a 200% increase in Sales-Ready Leads using EchoQuote in addition to its standard Contact Us form. The quality and number of sales qualified leads increased while the number of invalid and/or “junk” lead form submissions decreased.

Qualified Leads Captured

Average Monthly Results
Sales-Ready Leads
$ 700000
Total Lead Value
$ 700
Average Monthly Cost
  • Price is the most specific piece of information customers use to understand the nature of an offering...we have miles of videotape of users asking "Where's the price?" while tearing their hair out.

    J. Nielsen
    J. Nielsen Principal, Nielsen Norman Group