Challenges
- Targeting large chemical manufacturing companies. BAG Corp aimed to connect with enterprise-level companies in the chemical manufacturing sector, requiring a strategic approach to penetrate this niche.
- Expanding lead generation. In addition to their e-commerce website and inbound marketing, the client aimed to broaden their lead generation methods to reach a wider audience.
Solutions
ICP elaboration
- Industry focus. Initially, our campaign targeted large chemical manufacturing companies in the U.S., with employee sizes ranging from 10,000 to 100,000. Later, we broaden the approach to encompass sectors such as food and beverage manufacturing, environmental, chemicals, pharmaceuticals, biotechnology, building materials, metals, mining, oil and gas, etc.
- Revenue-based targeting. As the campaign progressed and the pool of companies in these sectors narrowed, our focus shifted to targeting companies based on their revenue.
Diverse outreach strategies
- Referral approach. We kick-started the campaign with a referral approach, which proved highly effective in scheduling qualified appointments.
- Seasonal adjustments. Due to seasonality issues, we adopted a more laser-focused approach, experimenting specifically with the pharmaceutical industry, while still maintaining the effectiveness of the referral approach.
- Custom campaigns. We also developed customized campaigns targeting wind farms. We categorized them based on their previous interactions with BAG Corp — those who had made purchases via our client’s website and those who hadn’t. The primary goal of these campaigns was to promote the advantages of bulk purchasing, offering more favorable pricing options to these prospects. Despite the wind farms’ smaller scale, we managed to secure 3 appointments, showcasing the effectiveness of targeted efforts even in niche markets.
- Industry-specific experimentation. In November 2023, we shifted our focus to the oil and gas industry, incorporating specific product highlights in our templates and relevant value propositions. This industry-based campaign is complemented by the referral approach as well.
