Our game plan: Omnichannel excellence & brand building from the ground up
At Belkins, our goal is to become a true partner for our clients. That’s why, though Disability Solutions hired us to enable them to get the most out of their HubSpot, we couldn’t help but take a step back and look at the bigger picture.
This allowed us to come up with a complex LinkedIn strategy combining inbound and outbound approaches and aimed at both growing their brand presence and generating more opportunities.
But first, let’s look at how our collaboration started.
The HubSpot transformation (2–3 months)
Before stepping in, we talked with the team, studied their current situation and needs, and came up with a clear plan to boost their HubSpot use without interrupting existing processes.
What we actually did:
| Workflow automation | Built 12 custom workflows that automatically moved prospects through their pipeline, triggered follow-up sequences, and alerted the team when hot leads went cold. |
| Pipeline reconstruction | Redesigned their sales stages to match their actual sales process, not HubSpot’s generic template. |
| Data hygiene | Cleaned 3+ years of messy contact data and created standardized fields for tracking lead sources, industry, company size, and decision-maker roles. |
| Reporting dashboards | Created real-time dashboards showing exactly where prospects were getting stuck and which outreach messages were actually working. |
The impact: Their team went from spending 4–5 hours daily on manual CRM tasks to around 2 hours. That’s 15–20 hours per week saved — time they could spend on actual sales conversations.
“Getting their HubSpot in shape gave us credibility. Once they saw results, we had the green light to tackle lead gen.”
— Volodymyr, Account manager
The three-pillar omnichannel strategy: LinkedIn + content + outreach
Once we had their foundation solid, we launched a full-funnel campaign. The strategy focused on three major areas:
1. Turning Disability Solutions’ executive director into a LinkedIn influencer
We believe the brands start with people, especially those in positions of leadership, so we turned Keith’s (executive director at Disability Solutions) expertise into a LinkedIn presence worth noticing. Here’s just a small part of what we’ve done:
- Audited and rebuilt his LinkedIn from scratch: new visuals, an optimized headline, and an engaging About section.
- Started posting 8 pieces of content per month — thought leadership, success stories, team wins.
- Created virality: One post hit 19,500 views with 30+ reposts and heated comment discussions, while another breakthrough post reached 15,000+ views and kicked off a major industry discussion.
As a result, prospects were clicking, engaging, and recognizing Disability Solutions before we ever messaged them.
2. Content-driven brand building
Why did the content work? Because it wasn’t fluffy.
We created authentic, community-driven, real-stories-first content that sparked connection and boosted credibility.
Content formats we mastered:
- Carousel posts: Multi-slide posts breaking down complex DEI concepts into digestible insights.
- Video testimonials: Short-form video content featuring real client success stories.
- Industry commentary: Thought leadership posts addressing current events and trends in disability inclusion.
- Data visualization: Infographics showing disability employment statistics and trends.
- Behind-the-scenes content: Showed the human side of their work — the challenges, the victories, the impact on real lives.
Our content creation process:
The impact of these content pieces was stunning:
- A 70% lift in reply rates during LinkedIn outreach
- Posts consistently hit 4–5x the average engagement in the DEI space
- The Executive Director’s Social Selling Index (SSI) soared from 51 to 62.
3. Strategic outreach
With awareness rising, we moved in on high-fit accounts. Together with the client, we defined a clear ICP, and every outreach message was aligned with it.
Our research process:
- Customer interview deep-dive: Analyzed their top 20 customers to understand common pain points, decision-making processes, and what made them choose Disability Solutions over competitors.
- Firmographic analysis: Identified that companies with 700+ employees had 3x higher conversion rates than smaller companies.
- Persona mapping: Discovered that Talent Acquisition leaders and D&I professionals had different motivations but similar end goals. We created distinct messaging for each: Talent-focused for TA leaders, brand- and mission-driven for DEI execs.
- Industry prioritization: Found that financial services and hospitality had the highest engagement rates due to compliance requirements and diversity initiatives.
Why this worked:
- Large enterprises have dedicated budgets and strategic initiatives around diversity and inclusion. Smaller companies often deprioritize inclusive hiring due to resource constraints; that’s why we didn’t focus on them.
- Every message came from Keith, boosted by his growing LinkedIn presence.
- We monitored and refined each outreach campaign, supporting it with a tailored brand awareness strategy.
Such consistent, targeted outreach helped us secure 17 appointments from Keith’s page during the first three months of collaboration.
We’re continuing to refine based on industry feedback, engagement trends, and win rates to maximize the results of each campaign.
The results so far
Lead generation performance
- 17 confirmed appointments with enterprise DEI/talent leaders in the first 3 months. Their initial expectation was 5 appointments per month, aiming for 15 in three months, and they are genuinely thrilled with the progress made.
- Financial services and hospitality are showing the strongest lead-to-meeting conversion rates at 13% and 9%, respectively.
- 70% higher LinkedIn connection acceptance and reply rates, meaning more prospects were not only accepting connection requests but also actively responding to outreach messages. This spike in engagement was a direct result of warming up the audience with relevant posts, social proof, and a strong executive profile before initiating outbound.
Brand awareness explosion
- 19,500 views on the top-performing LinkedIn post, and 15,000+ views on the second viral post
- Doubled Keith’s page visibility in the first 3 months, reaching 553 profile visitors
- SSI grew to 62, placing him in the top 3% of the industry SSI rank
- Several posts triggered active discussions and 100+ reposts
HubSpot optimization
- 50% reduction in time spent on manual tasks
- Complete workflow automation
- Clear pipeline visibility and stage-by-stage performance tracking
“We had zero qualified leads from digital before this. Now we’ve got a real pipeline and people actually know who we are.”
— Keith Meadows, Executive Director at Disability Solutions
What made us different: The full-stack integration
Most agencies pick a lane and stick to it. CRM implementation. Email outreach. LinkedIn messaging. Content creation. We built an integrated growth ecosystem that touched every part of their customer journey.
Establishing a strategic foundation
Our initial step was about creating a system that could handle scale. What we actually did:
- Started with HubSpot optimization to ensure lead quality, visibility, and accurate tracking
- Mapped buyer personas and clarified positioning to align messaging with key decision-makers
- Built a tailored go-to-market (GTM) strategy, ensuring alignment across content, channels, and teams
- Developed a comprehensive ICP based on their actual ideal customers
- Created scalable processes before scaling outreach
- Brought in all the necessary additional tools to optimize the company’s processes
Also, we built processes that could handle 10x growth without breaking. Every template, every workflow, every approval process was designed for scale.
Process innovations:
| Lead scoring system | Developed a proprietary scoring system that prioritized leads based on engagement, company fit, and timing signals. |
| Message testing framework | Created A/B testing protocols for outreach messages, with automatic winner selection based on response rates. |
| Content approval workflows | Built a system where content could be approved, scheduled, and published without constant back-and-forth. |
Content & brand building
We built a content engine around genuine client success stories that resonated with prospects facing similar challenges. We also turned their executive director into a recognized voice in the DEI space.
Positioning strategy:
- Industry trends analysis: Regularly monitored new disability employment legislation and compliance requirements, as well as other news and updates.
- Best practice sharing: Created content showcasing innovative, inclusive hiring practices from their client companies.
- Myth busting: Addressed common misconceptions about disability employment, accommodation costs, and productivity.
- Future-forward thinking: Positioned the executive director as someone who could predict and prepare for changes in the disability inclusion landscape.
- Trust building: Developed authentic storytelling featuring real client success stories.
Approval process refinements:
- Content calendar integration: All content was planned and approved 30 days in advance.
- Emergency approval process: Developed a system for the rapid approval of timely content (industry news, trending topics).
- Brand guideline automation: Created templates and guidelines that ensured brand consistency without manual review.
- Performance-based approval: High-performing content formats got streamlined approval processes.
Covering multiple touchpoints
We created an outreach system that felt personal but operated at an enterprise scale.
Our LinkedIn strategy:
- Connection strategy: Sent personalized connection requests referencing recent content, industry news, or mutual connections.
- Follow-up sequences: Developed sequences that provided value before asking for meetings.
- Message personalization: Each message referenced specific company initiatives, recent news, or industry challenges.
- Engagement before outreach: Liked and commented on prospects’ content before sending connection requests.
Message testing results:
- Messages sent to talent acquisition specialists, focusing on “expanding your talent pipeline,” had 23% higher response rates.
- Messages sent to D&I experts, addressing “measurable diversity outcomes,” performed 31% better than general inclusion messaging.
- Financial services prospects responded 40% better to compliance-focused messages.
Deep client integration
We weren’t just executing campaigns. Our focus was on becoming strategic partners, helping shape Disability Solutions’ entire go-to-market approach.
That’s why we launched monthly strategy sessions, aimed at:
- Performance review: Deep-dive analysis of all metrics.
- Market intelligence: Shared insights about industry trends, competitor activities, and emerging opportunities.
- Content planning: Collaborative planning of content themes, topics, and distribution strategies.
- Process optimization: Continuous refinement of workflows, messaging, and targeting based on performance data.
Strategic outcomes:
- Helped them identify and capitalize on emerging market opportunities.
- Provided insights into competitor strategies and market gaps.
- Feedback from outreach campaigns informed their service offerings.
- Campaign data helped them refine their sales process and closing strategies.
What’s next: Scaling the success
With proven processes and a growing brand presence, Disability Solutions is now positioned to:
- Expand into new geographic markets
- Develop additional content formats (webinars, podcasts, whitepapers)
- Launch account-based marketing campaigns for enterprise prospects
- Build strategic partnerships with other inclusion-focused organizations
The lesson: When you integrate outbound with inbound, automation with authenticity, and strategy with execution, you can build a powerful growth ecosystem that compounds over time.
