Immunizing outreach campaigns against COVID-19 for a digital marketing company

  • 50appointments booked in 9 months
  • 120%avg. KPI rate achieved
CategoryAppointment Setting
IndustryAdvertising & Marketing
HeadquartersBrooklyn, NY
Company size501-1,000 employees

About CXR agency

CXR agency is a success-driven digital marketing company that changes the rules of brand interaction. The teams of CXR agency provide B2B businesses in the US with the right experts and technology to build communication strategies, develop websites, and enhance their marketing campaigns to achieve top productivity.


Since CXR targeted several segments, the company encountered issues from multiple directions.

  • Small and medium businesses. While finding the right person at large corporations proved to be a challenge, the client also had problems crafting a message for small and medium-sized companies. It was necessary to find the right wording and highlight the benefits relevant to such businesses.
  • Startups. The client targeted startups that received Series A funding. However, the search wasn’t delivering any prospects that would fit the ICP.
  • Event agencies. In the wake of COVID-19, it was the most productive direction. Many enterprises that relied on events to generate new customers needed assistance with switching from live events to virtual ones.
  • Companies using Drupal. Since Drupal 7 was approaching its end-of-life, many businesses were going to face the need to change their content management system and switch to another platform. Some potential customers already knew about it and started considering WordPress, while other prospects were yet to realize the necessity to implement changes. It is the reason why this segment was rather complicated and required in-depth research and surgically precise wording. They helped to prove the client’s expertise and explain why it’s relevant to potential customers’ needs.

What we did

A) Initial strategy

The client relied on F2F meetings to accelerate sales. Following this strategy, we stuck to our usual routine:

  • Targeting. We targeted Retail, Fashion, Apparel, and Entertainment companies that worked in New York, USA, and were open to face-to-face meetings with the client’s representatives.
  • Template writing. We used a set of templates directed at smoothly motivating prospects to schedule a face-to-face (F2F) meeting with a CXR agency representative.
  • Nurturing. Our SDRs guided the prospects through every stage of the sales funnel to make sure they reached its narrow end and could be handed over to the client’s sales teams.

B) Corona scenario

Since the beginning of the COVID-19 crisis, we have seen a sharp decline in F2F meetings. Our results for F2F campaigns kept dropping throughout December, with a number of negative responses exceeding the number of booked meetings.

In our case, the impending COVID-19 crisis was the culprit. As new limitations and travel bans were implemented, we had to think on our feet and rework our templates, approaches, and sales development methods for CXR agency.

This was, without a doubt, a challenging case for our team. In order to optimize each direction and squeeze the maximum productivity out of every campaign, we ran a lot of analytics, sat through multiple brainstorms, and launched multiple A|B testing campaigns.

1) Small and medium businesses

In order to cover and engage as many target audience groups as possible, we were extra careful about picking the right approach. Our copywriting teams tried out at least six templates and cadences before we were able to figure out the most effective campaign.

2) Startups

Looking for startups that recently received Series A funding was also a complicated process, so we narrowed our search requirements down to 50 leads per week.

3) Event companies

This direction was the life-saver during the pandemic. After the cancellation of presentations, conferences, meetings, conventions, and several other live events, businesses from this segment needed assistance with adapting to the new reality of social distancing and quarantine. They required readjusting their way of promoting their services, building communication strategies, and promoting new virtual events.

This is why the services of CXR agency were incredibly relevant to such prospects, so our research, template writing, and wording didn’t take much time to implement.

4) Drupal users

Drupal is a go-to option for content-heavy websites with a focus on building a professional image. Companies that use this software often require a vendor who understands Drupal and can provide developers with a complicated content management system and a transitioning option to other platforms.

  • Optimized templates. Some Drupal users were unaware of Drupal 7 reaching its end-of-life in 2021; some were already thinking about switching to WordPress or another content management system. Both of them were important to the client. CXR agency has experts working with Drupal and smoothly changing platforms whenever necessary.
  • Expanded the client’s Ideal Customer Profile. Understanding the way other customers use technology takes lots of precision and research. In order to drive accurate data, we started with expanding the client’s Ideal Customer Profile.

5) LinkedIn drip campaigns

In addition to all our outreach and research campaigns, we kept warming our prospects up on LinkedIn to propel their interest in the client’s product and build connections. These campaigns were centered on touching LinkedIn base and smoothly questioning the prospects about their business continuity plan.

  • 50+appointments booked in 9 months
  • 2new deals closed
  • 143%overperformed contract KPI index
  • It took us 9 months to start and adapt the strategy for CXR agency. We had to deal with the challenges caused by the COVID-19 crisis within this time frame and rework our approach almost completely.
  • Our timely response to new challenges helped us attract and schedule appointments with prominent companies, such as Armani, FOX, JTI, Macy’s, Swatch, The Guardian, and CBS.

  • In total, we scheduled over 50 business appointments with prospects from the SMB area, event and entertainment industry, as well as other segments of the client’s target audience.
  • Even throughout the most difficult periods, the open rate remained above 25%, which is a good benchmark.

Key takeaways

  • Be sharp and precise with your wording. Just a couple of words can win you an entire campaign once you put in enough effort. So investing your time in building a sales offer that rings true with your prospects will reward you with a higher positive response rate and more lucrative deals. It will also carry you through the hardest times since your potential buyers won’t want to lose sight of such a well-versed vendor.
  • Flexibility. As Bruce Lee once said, “Be the water.” These are quite relevant words when it comes to dealing with B2B challenges. You can’t afford to stay rigid. You have to stay alert and respond to new changes quickly. So, even if everything is fine and your campaigns are running smoothly, you should build Plan B and even Plan C for emergencies.
  • Always test the Plan B approach. It’s not enough to have a Plan B. You must make sure that it works. Therefore, you should gather your team, brainstorm together, and try out your backup plan to make sure that it will save you when the moment comes.
  • React to market trends. Nothing stays the same on the market. It is constantly impacted by an entire set of factors, from financial changes to an epidemic.
  • Don’t wait for the storm to hit.You must be able to read the writing on the wall and start safeguarding your campaigns before the impact of force majeure starts affecting businesses.
  • Reading duration10 min
  • Published10 Feb 2021
Share the case study
Want 100+ qualified
appointments yearly?
Let's map your winning lead
generation strategy.
Contact us
to unlock your
growth potential

Want to get 100 to 300 opportunities yearly and 10x your ROI? Book a call with Belkins experts to pick the right strategy and tactics that brings your sales to the next level.

United States flag
By submitting the form I agree with the Privacy policy