Challenges
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Diversifying lead generation. Previously relying solely on referrals from existing clients, the company needed to broaden their client acquisition channels to expand the potential client base.
Solutions
Specifying ideal customer profiles (ICP). We targeted higher education institutions, specifically colleges and universities with students ranging from 4,000 to 25,000. We focused on Admissions, Marketing, Athletics, and Advancement, with such targeting roles as VPs, AVPs, Directors, and ADs. Initially targeting Pennsylvania and then expanding across the U.S., we came up with a tailored approach.
Crafting laser-focused campaigns. For each category, we created customized email templates. These were not one-size-fits-all but were meticulously designed to resonate with the specific needs and pain points of each department. During our campaign, we’ve applied:
- Title-based approach: This strategy involved precise segmentation of the audience by department. By focusing on department-specific concerns and lingo, we ensured that our messaging was relevant and engaging to each distinct group.
- Localized face-to-face approach: We zeroed in on prospects within Pennsylvania, allowing for a more personalized touch. This approach was particularly effective in establishing a sense of familiarity and local connection.
- Fake face-to-face approach: This innovative approach simulated a face-to-face interaction to re-engage prospects, adding a personal touch to digital communications.
- Referral approach integration: Across all templates, we incorporated a referral approach, where we asked prospects to refer us to relevant colleagues in their department or professional circle. Thereby, we used established connections to increase response rates and build trust.
Exploring the E-learning industry. We extended our reach to the E-learning sector, targeting the same universities but different titles. Also, we reached out to E-learning platforms with tailored video content solutions.
Testing new approaches. To gain more opportunities, we decided to experiment with the following:
- Corporate product demonstrations. We started to leverage the client’s experience to showcase product capabilities directly to corporate clients.
- Professional training and coaching. We’ve been testing various industries by offering specialized training and coaching services to explore new market potentials.
- Face-to-face engagements in Pittsburgh. Moving towards more direct interaction, we are now focusing on in-person meetings in Pittsburgh (the city of our client), aiming to establish stronger, more personal connections with corporate prospects.
