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70+ appointments and almost $60,000 worth of deals in first 3 months for a video production agency

  • $60,000total cost of deals in 3 months
  • 72appointments booked
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CategoryAppointment Setting
IndustryMedia Production
HeadquartersCincinnati, OH
Company size51-200 employees

About the client

Our client is a video production agency that helps marketers effectively communicate their products, services, and ideas at scale. With a focus on clarity, high-quality content, and custom solutions, they stand out for their ability to handle up to 200 projects. They also offer seamless integration with their clients’ internal teams, boosting their capacity and creativeness.

Responsible team
iconAccount manager: 1
iconSDR: 1
iconCopywriter: 1
iconLead researcher: 1

Challenges

Cold outreach initiation. With no prior experience in outbound outreach, the client required savvy guidance and a precise focus on targeting the key decision-makers. They were in search of a contractor who possesses top expertise in the market and can provide a predictable number of meetings.

Solutions

ICP identification and fine-tuning

Our team focused on companies with 200+ employees in the USA, Canada, and Europe to maximize the potential for meaningful engagement.

In collaboration with the client, we meticulously identified ICPs, focusing on key decision-makers such as:

  • Directors of product marketing,
  • Content marketing managers
  • Marketing directors
  • VPs of marketing
  • Chief marketing officers
  • Communications managers
  • Communications directors
  • CEOs

We tailored our outreach efforts to multiple industries, including:

  • Software development
  • IT services
  • Technology
  • Information and internet
  • Pharmaceuticals and pharmaceutical manufacturing
  • Financial services
  • Human resources services
  • Hospitals and healthcare
  • Insurance
  • Medical practice
  • Telecommunications
  • Computer and network security
  • Data security
  • Data infrastructure and analytics
  • Environmental services
  • Consumer services

All-round cold email outreach

We adopted a multifaceted approach to this campaign, employing 3 distinct strategies. The framework of our outreach was structured as follows:

  • Initially, we applied a referral-based approach and an industry-specific targeting method. While these approaches provided valuable insights, they did not yield the desired results in terms of engagement and conversion rates.
  • Recognizing the need for a more engaging and visually appealing outreach strategy, we experimented with a concise two-link animated content approach. By focusing on eye-catching visuals with clickable links, we aimed to grab attention and encourage interaction.
    Approximately 1.5 months later, we saw promising results. Engagement and response rates were on the rise, proving this approach worked. Moving forward, our primary focus remains on further refining and optimization to get the most out of this campaign.
  • We also implemented a mini-campaign incorporating an account-based approach. Within its framework, we conducted personalized outreach targeting specific accounts we spotted top prospects. Since this campaign hasn’t brought significant outcomes, we’re still elaborating on it to boost its impact.

Example of the animated content approach:

Campaign Example Wave 1

Campaign Example  Wave 2

Results
  • $60,000total cost of deals in 3 months
  • 72appointments booked
  • 16,000+leads generated
  • Our campaign achieved an average open rate of 26% and a reply rate of 4%.
  • We successfully generated 16,071 leads in total, with 13,960 attributed to the primary ICP and 2,111 to the additional ICP.
  • Since March 2023, we’ve secured 72 appointments, averaging 6–8 appointments per month.
  • Our collaborative approach led to successful closings totaling almost $60,000 in the very first months, with several promising ongoing conversations and proposals in progress.

Challenges Belkins encountered

Alignment of outreach vision and templates. At first, it was tough to agree on which templates to use and how to approach outreach. The client brought their perspective to the table, which, combined with our team’s expertise, led to some mismatch of expectations. Nevertheless, after some teamwork and tweaking, we found the solution. It paid off big time with better campaign results all around.

  • Reading duration10 min
  • Published20 Mar 2024
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