Our client, a transportation management software, was looking for new ways to expand its sales within retail and manufacturing. The company leaders contacted us to test their marketing hypothesis with a lead generation campaign to find new markets.
In this lead generation campaign, we were seeking decision makers who might be interested in our client’s services. We would generate meetings then and schedule calls on behalf of our client, directing qualified leads to the client’s sales team. To achieve this goal, we needed to:
◊ Identify the client’s audience;
◊ Set campaign expectations;
◊ Create custom message scripts and follow-ups.
Up until this point our client has done their market research and after our team added a few small adjustments we were good to go. Here’s what we did.
Target Audience Research
Our client wanted to go after Top and Mid-executives in Logistics and Supply Chain area. Among the most common titles we searched for were:
◊ Supply Chain Director;
◊ Director of Operations and Logistics;
◊ VP of Logistics or Supply Chain.
Since we decided to start the email campaign first, each and any of our lists has to be “Spot on”.
Seniority was another important metric. Despite the client’s desire to include only top executives, based on our experience we always encourage clients to include several levels of seniority. Our clients could achieve the best results with peer-to-peer communication.
Message Script Creation
Once deliverability issues were resolved, a 4-step messaging strategy was designed. It included the following:
◊ A positive message complimenting the company’s work;
◊ Second message with information about our client’s solution;
◊ The third message explained how the client’s product will help their business grow;
◊ Lastly, a short friendly message asking if they can see the demo.
You may lose your prospect’s attention if you make your messages too complex or too long. It’s best to keep them short and simple. After the client approved the strategy, we got started!
As soon as we had built and approved the first prospect list and the Message Scripts, we launched the outreach. It’s okay if the result’s a little slow at first, but after a few adjustments we figure out all the details and get great results.
The campaign was a success, and we managed to exceed the client’s expectations by achieving the following:
While we received 53.8% open rates for this project, the industry average is only 23.4%. That’s incredible! Our response rate was 13.7%!
We received 119 interested replies, 171 Maybe later replies and booked 68 calls!
Some of the interested replies included such companies as: Nixon, 3M and John Manville!
During this campaign we were able to:
◊ Reach over 5000 prospects;
◊ Grow their network by an average of 6 prospects per week;
◊ Schedule 68 booked demo calls.
This case study illustrates how our different departments work together to ensure success for our clients!