When companies address a lead generation agency, they must be ready to actively participate in the sales process equally with their vendor. Belkins’s SDR Kate Palets is strongly convinced that the client’s vertical, size, or current challenges don’t determine the project’s outcome. Rather, great results are inevitable when customers contribute fully to the process, are proactive and communicative, and treat the sales acquisition partner as their in-house team member.
Kate Palets joined Belkins’s team in the summer of 2021 with no experience in B2B sales. Before building her career as SDR, she was an SMM manager at delivery services and retail companies. What encouraged her to turn her professional profile 180 degrees and work at Belkins? The company’s unique culture and result-driven approach to work processes. Starting as a junior specialist, Kate’s grown into a full-fledged expert in just a year, with 15+ cases behind her back.
Is there a special project you’d like to share details on?
All of the clients I work with are special to me; I don’t make any exceptions while collaborating with a particular customer. But there’s a client with whom I started working just a month after I came to Belkins, making this experience very valuable for me.
DMI – a consulting and digital transformation service company. We started our collaboration a year and two months ago and we are both delighted with the results we managed to achieve.
What was the client’s challenge?
DMI’s goal was to increase sales and improve its brand awareness. But initially, it aimed at different target audiences to promote a number of its services at once. Building a sales acquisition campaign that would bring tangible results was quite challenging in such circumstances. That’s why my team and DMI started rearranging the whole prospecting strategy.
What was the solution your team came up with?
There wasn’t a specific solution from the start, as we gradually tried different approaches throughout the whole year of collaboration. I can outline that we refused to target numerous audiences within one campaign and crafted more specific ideal customer profiles (ICPs). We crafted value propositions for each to make our messages more appealing and increase reply rates.
But there’s also another reason why we adapted our strategy multiple times. Many campaigns resulted in great traction: DMI received high reply rates, and the appointments went pretty well. But the client realized that while some audiences were easy to reach, closing deals with such businesses took a long time. It led us to wrap up these campaigns and made us elaborate new ICPs with more sophisticated offers.
Month after month, we adjusted our strategy to feel the pulse of different audiences. It was an incredible journey; together with the client, we elaborated the communication process that way so we could start launching new campaigns almost instantly. We heeded the client’s wishes, offered solutions, and implemented them rapidly because DMI trusted our expertise.
The results? In a year, such an approach brought DMI almost 80 appointments.
Were there any particular moments that stood out?
Sure. I invited DMI’s prospect to a country club to play golf! I have done face-to-face campaigns before, but this was something new and exciting for me as an SDR.
My team and I invited a solid group of people to a golf club, where guests had a good time networking and discussing business with the DMI reps. Both visitors and hosts enjoyed this experience which positively affected their further relationships.
What did collaborating with an enterprise-sized company entail?
There’s a stereotype that the bigger the business, the slower the processes within it, especially with communication. But the DMI project was a complete antithesis.
Our workflow was smooth due to the high involvement of DMI’s sales team. Since the beginning, they have been open to our ideas, letting us test any idea that came to our minds. The client’s reps were also very active in approvals, which is not something you can expect from a company with 2000+ employees.
Sometimes, when you partner with a one-person startup, the approval process takes time. The owners of such businesses stand up as persons of contact. They have to handle many tasks simultaneously, and their calendar is chocked-full with other meetings, making the appointment-setting process a real contest.
So does the company’s size rarely determine the project’s success?
I would say yes because each case is special; the most significant factors are the company’s products/ services, market, target audience behavior, and the value the business is trying to deliver to its customers. When the product is beneficial and has a powerful idea behind it, be sure new sales won’t keep you waiting.
But that’s not all. Let’s say you enlisted the assistance of an outsourced sales agent and a very experienced one. It doesn’t guarantee you instant success, though. Your willingness to contribute to the project plays the most significant role.
In my experience, the most thriving lead generation campaigns become real when both sides are equally engaged, open to each other, and look in the same direction. That’s what our collaboration with DMI looked like.
How does Belkins encourage such responsiveness in its partners?
It’s simple – we’re trying to be the best in everything we do. If conducting lead research, we collect leads manually, carefully examining each potential contact on our list. If we perform cold email outreach, we craft several emails in advance to test the waters and develop the most effective messaging.
Recalling my experience with different account managers, I can emphasize that none of them ever stook to a canned strategy. They all pick the approach that will drive the most remarkable result. So by providing our clients with hand-crafted, personalized strategy, we already get a huge credit of trust. And demonstrating our interest, proficiency, and devotion to the project, the trust only grew.
Building close relationships with our clients also contributes more to the project. They get inspiration from our enthusiasm. This is what sets us apart from other appt-setting companies: we are eager to bring the result.
Is this why companies should choose Belkins?
Absolutely! We are motivated to bring our partners the maximum ROI. To do this, we will go the extra mile, develop new approaches, and adjust strategies as long as it takes – until the clients see their calendar full of appts and sign long-awaited contracts.