Foxi Education, an online school for English language, looked for a lead generation solution that would help the company expand its client base and boost sales. We at Navigatio assisted them by implementing matching strategies and tactics.
Objectives
- Increase Lead Volume: Increase the overall number of leads generated over a specified period, using targeted campaigns and outreach strategies.
- Enhance Lead Quality: Focus on improving the quality of leads by refining targeting criteria and optimizing messaging to attract more relevant prospects.
- Test and Iterate: Implement A/B testing for different lead generation strategies and use the results to continually refine and improve the approach.
Strategy & execution
- Hypothesis building: At the very beginning our team studied the client’s Ideal Customer Profile (ICP). We carried out comprehensive research to pinpoint the essential characteristics of Foxi education’s target audience, such as company size. industry, post activities, and job titles. Using these insights, we crafted 3 targeted hypotheses to tailor the campaign to the specific pain points and needs of 3 different ICPs.
- Targeted list development: With the help of LinkedIn Sales Navigator we filtered the list of prospects utilizing such criteria as industry, headcount, job title, and keywords. The prepared list contained prospects who would be interested in Foxi education’s offerings. Then we scraped the list, edited it and enriched it with email addresses.
- Refined Message: At this stage we optimized our messaging strategy and created a simple and comprehensive Value Proposition. This Value Proposition highlighted how Foxi education can solve challenges faced by prospects.
- Deliverability settings: We set up domains and warmed up email inboxes to ensure that ESP will let our messages through and deliverability will be high.
Results
We developed a multi-channel outbound strategy that covered both email and LinkedIn channels. The results of this strategy implementation are as follows:
LinkedIn:
- 33,2% Connection Rate: out of 840 leads 279 accepted the connection request.
- 53,1% Reply Rate: 148 out of 279 connections responded to the outreach.
- 14,8% MQL Rate: 14 out of 148 replies were identified as Marketing Qualified Leads (MQLs).
- 2,1% Booking Rate: 4 out of the 14 MQLs booked meetings
Email:
- 68,7% Connection rate: 342 letters out of 498 opened.
- 7,6% Reply rate: 16 out of 342 connections responded to the outreach.
- 1,9% MQL Rate: 4 out of 16 replies were identified as Marketing Qualified Leads (MQLs).
- 0,8% Booking Rate: 2 out of 4 MQLs booked meetings.
Summary of Key Metrics
LinkedIn:
- 840 connections sent
- 279 connections accepted
- 148 – replies received
- 14 – interested replies (MQL)
- 4 – meetings booked
Email:
- 210 recipients
- 498 letters sent
- 342 letters opened
- 16 replies received
- 4 interested responses (MQL)
- 2 meetings booked
Below you can find a testimonial recorded by Foxi Education’s founder and CEO which you are very welcome to watch.