Problems
Despite being nimble and productive, the FrontCore team was too small to fulfill its next goal - building an outbound campaign for entering the new market and spreading awareness about their training management system for training providers. Therefore, our task was to help FrontCore out with such steps as:
- Fast growth boost. The client realized the need to expand the brand's influence to a new market by establishing a productive and efficient channel. However, such a decision required a lot of research and expertise.
- Complicated targeting. Promoting the FrontCore training solution was no easy feat: not every company that fell under the "training" category turned out to be the perfect fit for the client. FrontCore wanted a client database that consisted of at least 70% of training companies that offered public courses and 30% of companies that provided bespoke corporate training. To achieve this, the FrontCore team required new insights and hand-curated lead data.
- Limited internal resources. Instead of putting pressure on the in-house staff, FrontCore started looking for outsourced professionals who could assist with building and overseeing the new campaign.
What we did
- Dive deep into the ICP. To understand why the current targeting didn’t deliver enough high-value leads, our team studied the client’s Ideal Customer Profile to see what kind of data it lacked.
Additionally, we explored the value proposition of FrontCore. This part of the research was necessary to establish the key definitive features that set the client apart from the competition and figure out how to implement those features in future campaigns.
The ICP of FrontCore turned out to be quite tricky because the training solution was meant for training providers, i.e., companies and organizations that provided training and courses for various industries. The purpose of the FrontCore training management system was to help these enterprises improve their performance and the process of providing training for their clients. We made sure to address this with our next step.
- Customized research. We assigned a qualified Belkins researcher to the task of exploring industries and companies to find a perfect fit according to the FrontCore ICP. This stage required working with hand-picked data and dipping it into various data pools, from social media platforms, such as LinkedIn and AngelList, to more niche-specific resources, such as Xing.
Within the research phase, we were able to map out the industries we could target. That list included training providers in Forklift Training, Oil & Gas Industry, Project Management, Leadership, Design, Maritime, Truck Driving, Accounting & Insurance. The Netherlands became the first new market where we decided to try out our new outbound strategy for FrontCore.
- Template crafting. Knowing our goals, our market, and our target audience, we handed the information over to our copywriters, who wrote a set of customized cold email templates.
In general, we went for a 4-email cadence as it promised to be the most efficient in supplying prospects with information and pushing them to respond.
- Project management. An AM and an SDR from Belkins kept overviewing the new campaign since the very beginning of its implementation. It allowed us to keep things under control and ensure that we delivered the best results while swiftly adapting to the changes. In the meanwhile, the FrontCore team was free to process new warm leads and take them to the appointment-setting stage.
