Event-based cold outreach: Bringing deals with dream clients for a medical technology company

Challenges GE HealthCare faced

Historically, GE HealthCare’s internal reps excelled at growing relationships with existing clients and taking care of them. However, they often struggled with resources to discover opportunities with net new accounts.

The company aimed to spotlight its Enterprise Imaging solutions at the RSNA conference but was pressed for time to secure meetings with potential customers. They sought a partner capable of quickly connecting them with key decision-makers to ensure a strong presence at the event.

GE HealthCare had a very specific goal:

• • They wanted to get 30 meetings at the upcoming RSNA conference.
  • Rather than hoping for people to pass by the booth during the show, they wanted to preschedule those meetings.
  • They needed to book those meetings proactively so that they could plan the workload for their sales executives.

Why GE chose Belkins

Initially, they looked for someone to do cold calls on their behalf. We at Belkins noticed that and took a proactive approach, reached out to GE, and offered to discuss their needs.

As a global enterprise, GE had their own list of criteria the potential partner should meet. Even though they had other vendors on their list, they picked us because of:

• Proven track record. GE HealthCare highly valued our extensive experience in global campaigns, deep understanding of the healthcare industry, successful outreach campaigns in multiple languages, and ability to deliver, based on previous cases and client testimonials.
• Tailored strategic approach. They also liked the proactive aspect of offering personalized strategies and solutions to schedule more meetings.
• Quick rollout. They trusted our ability to plan, prepare, and launch campaigns in under 2 weeks, thanks to our well-tuned processes and skillful team.
• Transparency in commitment. This included realistic estimates, confirmed with each member of our team, and predictable outcomes, secured in the agreement.

How we exceeded the initial goals

Originally, we agreed to schedule 30 in-person meetings at the RSNA conference. But we far surpassed our initial target for this and other events.

Here’s what we did to outpace our commitment:

• Dove deep into the client’s product line and value proposition. We needed to understand their offer and be ready to answer prospects’ questions. That’s why we scheduled several calls with GE’s team to get acquainted with their solution, GTM strategy, brand voice, ICP and buyer personas, and so on.
• Defined outreach time frame and strictly followed it. Having just a few weeks to set up and launch a campaign for each conference, we never compromised on quality. Even under tight deadlines, our team thoroughly prepared each stage and delivered everything on time.
• Took care of the campaigns’ security. To ensure protection of the client’s sensitive information, we built a robust and secure infrastructure. We also rigorously tested every aspect of the campaign to ensure flawless execution.
• Selected high-value attendees to reach out to. It wasn’t an easy task, but we tightly aligned with GE’s team to analyze and prioritize the attendee lists. This helped us:
  • Focus on the most promising opportunities.
  • Ensure the client’s sales team had meaningful conversations at the event.
• Conducted precise research on the shortlisted attendees. Initial attendee lists contained only basic information, like name, surname, and company. Our researchers collected additional contact and personal details of the identified prospects to ensure successful outreach.
• Prepared highly personalized sequences for each conference. After getting all the necessary data and studying the client’s ICP, value proposition, and offering, we created compelling email templates tailored to each specific conference and key accounts at it.
  As it’s often hard to get in front of radiology decision-makers, we combined our past expertise in this industry with constant A/B testing and messaging adjustments.
  Here’s an example of the template from the sequence that brought the most replies and resulted in 52 face-to-face meetings booked:

• Launched strategic nurturing:
  • A reminder campaign to reduce no-shows and increase booth attendance
  • Follow-up campaign for those unable to attend in-person meetings, aimed at scheduling online appointments with GE

Also, one of our key goals was to become a natural extension of the client’s team. To achieve that, we:

• Got to know the client’s processes
• Scheduled regular sync-ups to align our activities
• Increased the number of team members on our side when the workload was higher
• Handled all pre-sales communication on the client’s behalf
• Handed over each lead along with detailed information on why they wanted to meet and what they wanted to discuss

Below, you can see the results we delivered in tight collaboration with GE’s sales team.

Results in a nutshell

• Several sales-validated leads from top accounts added to GE HealthCare’s pipeline.
• 135 in-person meetings secured across 4 major medical conferences.
• Average of 30 meetings per campaign.
• Strong lead-to-appointment conversion rates, ranging from 4.2% to 13.8% across different conferences.
• High reply rates from effective email engagement and positive responses that indicated strong interest in GE HealthCare’s solutions.

Check out this comparison table of key metrics we monitored during the campaigns at different conferences:

Also, we analyzed each campaign and adjusted the next one to drive even more conversions.

Overall, the event-based cold outreach campaign for GE HealthCare demonstrated the effectiveness of a targeted approach in generating high-quality leads and driving in-person meetings.

By combining industry expertise with a rigorous focus on quality and rapid execution, we delivered outcomes that far exceeded expectations. Our commitment to delivering these results was not just a promise but a contractual guarantee, reinforcing our role as a trusted partner in driving business growth.