adminOverview
Our client helps with customer onboarding and wants to find new markets to expand their business. The company leaders approached us for help with developing a new marketing strategy to uncover new sales markets.
Challenge
Every business needs customers to stay afloat, and the best way to get customers is through lead generation campaigns.
A lead generation campaign that is aimed at the right audience and has the right message is key to the success of the campaign.
Our client came to us with the goal of finding decision-makers who’d be interested in their services.
We knew that the key to success was to create a custom message that would resonate with the client’s audience.
We also set realistic expectations for the campaign, so that the client would be happy with the results.
In this case, our client had already conducted preliminary market research, so we used their findings as a guide.
Targeted Audience Research
We needed to experiment with different industries and seniority levels.
Targeted titles included:
◊ Chief Operating Officers;
◊ Chief Executive Officers;
◊ Customer Success executives in the EU and US.
As any experienced marketer knows, building a targeted email list is essential for success. Not only do you need to make sure you are using valid email addresses, but you also need to ensure that you are targeting the right people.
This can be a tricky process, but there are a few steps you can take to increase your chances of success. First, it’s important to check the domain health of your potential contacts.
This will help you to weed out any invalid email addresses. Next, you need to create a compelling offer that will appeal to your target audience.
Finally, you need to use an effective lead capture form on your website to collect email addresses. By following these simple steps, you can build a targeted email list that will help you achieve your marketing goals.
Thanks to our team efforts, the bounce rates never went up 2.2%!
Message Script Creation
Once deliverability issues were resolved, a 4-step messaging strategy was designed.
◊ A positive connection message setting up a conversation;
◊ First message after connection with information about the challenges that the potential lead may commonly face;
◊ The second message explaining how the client’s product may help solve existing work-related difficulties;
◊ Finally, the last message asking to see the demo.
Adding too much complexity or length to your messages risks losing your prospects’ attention the moment they see the two-page message you wrote. Keeping it simple is the best way to go. We began the campaign once the client approved the strategy!
Outreach
The outreach process can be one of the most important aspects of a successful marketing campaign.
In order to reach the right people with the right message, it is essential to have a well-crafted list of prospects and a series of well-written message scripts.
As soon as we had the first list of prospects and message scripts, we launched the outreach. It is often necessary to adjust some things along the way, but in this case, everything worked well from the beginning, and our client was very happy with the results!
Results
For us, this has been a long-term project. During our collaboration, we tested multiple campaigns, and here’s what our team came up with:
– Delivery Rates up to 97.8%
– Open rates up to 94.1%
– Reply rates up to 29.4%
Overall, we received 1259 Interested replies and 1222 Maybe Later (and counting!).
Conclusion
With this project, we were able to get amazing results. The B2B market is accustomed to an average open rate of 15%, while we reached 94,1%. Additionally, the typical outbound outreach response rate is 1-5%, whereas we managed to achieve 29,4%.
Numbers indicate that outbound success is a combination of three factors: innovative approach + 150% team commitment + field expertise. Brightest Minds spent years developing our success formula and today our clients enjoy fantastic results.
Nadia Bolesta
Brightest Minds
Anthony Infiesto
