Objective: KPI Creatives aimed to increase brand visibility and generate high-quality leads through an outbound lead generation campaign. Navigatio has developed a strategy focused on non-corporate businesses based on LinkedIn and email engagement.
5 Steps of Execution
- Research & Hypothesis:We started by analyzing KPI Creatives’ ideal customer profile (ICP). The target audience comprised founders and C-level executives of dynamic, non-corporate businesses in industries such as digital content creation and IT services. A hypothesis was formed to address their pain points, focusing on the need for innovative digital content solutions.
- List Creation: Using LinkedIn Sales Navigator and email tools, Navigatio created a refined list of prospects, filtering by industry, company size, and job titles. Tools such as Grinfi and Expandi allowed efficient prospect identification, while Zapier facilitated automation.
- Personalization: We tailored outreach messages to each prospect by incorporating relevant details about their business. By aligning KPI Creatives’ case studies with the prospects’ needs, they ensured relevance and higher engagement rates.
- Optimized Messaging: A value proposition was developed, highlighting KPI Creatives’ ability to deliver impactful digital content solutions. Messaging centered on addressing specific business challenges the prospects were likely facing. The call to action was kept simple—offering a one-hour consultation to discuss how KPI Creatives could enhance their brand’s visibility.
- Follow-up and Nurturing: For LinkedIn, after the connection was established, tailored follow-up messages were sent. On the email front, a sequence was designed to keep prospects engaged.
Results
LinkedIn:
- Connection Rate: 12.37% (666 out of 5,382 invitations accepted). The connection rate improved after optimizing targeting and content. By the end of the project, the rate remained above the initial values, despite the “overheated” US market.
- Reply Rate: 10.32% (134 out of 1,299 messages). Despite market challenges, interest remained stable.
- MQL Rate: 20.15% (27 Marketing Qualified Leads). This high rate signified an improvement in lead qualification over time, further highlighting the success despite the competitive and saturated nature of the USA market.
Email:
- Delivery & Open Rates: 99.26% delivery rate and 42.72% open rate from 5,282 emails. The open rate saw an initial decline due to account blocks in August, yet the overall delivery rate remained strong.
- Reply Rate: 1.65% (37 replies). A stable flow of replies indicated audience interest.
- MQL Rate: 13.51% (5 MQLs). Lead quality improved due to increased targeting and engagement, despite a lower response rate
Key Metrics Summary
LinkedIn:
- 5,382 invitations sent
- 666 connections accepted (12.37%)
- 1,299 messages sent
- 134 replies (10.32%)
- 38 MQLs (20.15%)
Email:
- 5,282 emails sent
- 42.72% open rate
- 37 replies (1.65%)
- 8 MQLs (13.51%)
Tools
1. Expandi (LinkedIn outreach)
2. Zapier (automation)
3. Instantly (email outreach)
4. GoDaddy (domain setup)
5. Pipedrive (CRM)
6. Grinfi (LinkedIn + email outreach)