Customer success story

Orona Case Study

TTMC delivers high-quality lead generation for Orona, strengthening market position in the care sector

Orona Ltd is a leading lift company and part of the Orona Group, a Spanish-owned business with a global presence in 13 countries and distribution across 100+ markets. With over 6,000 employees worldwide and 350 in the UK, the company provides design, manufacturing, installation, maintenance, and repair services for a wide range of lift systems, including escalators, moving walkways, stairlifts, and platform lifts. With a focus on long-term partnerships, it delivers tailored maintenance solutions that prioritise reliability, efficiency, and customer trust.

Campaign objective and project background

Orona wanted to expand its lift maintenance services in the UK retirement and care home sector. They needed an external agency to identify and engage potential clients and then generate leads for competitive maintenance contract quotes, to be fulfilled by their internal sales team.

They approached The Telemarketing Company (TTMC), an outbound B2B specialist to understand how they could help. After reviewing TTMC’s credentials—including their experience with other lift providers and campaigns into the care sector—Orona engaged the agency to run a pilot campaign. The campaign would target independent care homes, retirement facilities, and supported living environments, engaging with facilities managers, building owners, and procurement managers to secure qualified leads for Orona’s maintenance service.

Project execution

TTMC sourced data in the London region from a specialist care sector provider. A comprehensive briefing introduced TTMC to the brand, its proposition, and the competitive landscape, covering potential objections and pain points. This ensured the team could present the brand effectively and confidently position Orona against competitors. To support collaboration, the client was given full access to TTMC Connect, the agency’s real-time reporting portal, providing visibility into campaign performance through call recordings, live performance data, and in-depth analytics. This enabled Orona to monitor progress and provide timely feedback.

A friendly, open approach helped agents identify the key decision-maker for lift maintenance. Calls were structured to encourage natural, engaging discussions rather than high-pressure sales pitches. Agents assigned were experienced in calling into the care sector and impressed the client with their ability to build rapport and adopt a natural, unscripted approach.

To support the sales process, agents captured key information and insights into current usage:

  • Current maintenance provider and contract renewal dates.

  • Procurement process (direct quote versus formal tendering).

  • Number and types of lifts on-site.

  • Current issues or concerns with their provider.

  • Key decision-makers and how to be added to tender lists.

By gathering contract renewal dates, TTMC quickly established a future pipeline of prospects not requiring an immediate quote. In addition, they identified leads for other services, such as lift repairs and new installations, which were the routed to the relevant departments.

Given the competitive nature of the market, the team focused on establishing credibility and rapport at the start of each call. They highlighted Orona’s industry credentials, including membership in LEIA, the trade association for the lift and escalator industry. Positioning the brand as a trusted, flexible, and service-focused partner from the start helped set the brand apart from competitors.

Agents then guided conversations towards Orona’s key benefits, listening to understand the customer’s interests and pain points, and tailored their offer accordingly. Where contracts where in place with other providers, they worked to address customer inertia and demonstrate the value of switching providers, emphasising key selling points such as:

  • Flexible maintenance contracts with tailored start dates to ensure a seamless transition.

  • Dedicated engineers who develop familiarity with each site’s unique needs, offering personalised service.

  • 24/7 UK-based call centre, a critical advantage in the care sector.

From the outset, TTMC prioritised transparency and collaboration, maintaining open communication with the client to refine strategy and optimise performance. Call recordings were proactively shared, particularly in the early stages of the engagement, helping gather client insights to accelerate agent effectiveness.

Regular performance reviews and continuous feedback enabled quick refinements, allowing agents to develop a deep understanding of the proposition and improve their delivery. This close partnership drove stronger engagement and enhanced results throughout the campaign.

Results

The initial pilot successfully expanded Orona’s presence in the care and retirement sector, uncovering a strong pipeline of businesses with upcoming maintenance contract renewals. The campaign generated 30 qualified leads—exceeding target by 12%—at a rate of one every 5.38 hours. Information such as the number of lifts on-site and existing contract end dates enabled follow-ups to be scheduled appropriately, which further strengthening the pipeline.

Beyond lead generation, 2,414 database updates provided Orona with a significantly enhanced foundation for future marketing efforts. Profiling questions included within calls captured valuable customer and market insights, supporting both conversion and future strategy. Although not specifically tasked with targeting larger care home groups, TTMC gathered valuable insights on homes within these networks when encountered during calls.

The campaign has elevated brand awareness, positioning Orona as a trusted, service-focused maintenance partner within a qualified target audience. The success of the pilot has led to an extension of the campaign, with plans to replicate the approach across a wider geographical area.