300%+ Top
of the funnel

TRAJECT

“Hi {First-Name}, How nice that you are in the same field as I am. I am trying to connect with like-minded people.” The word is out, these Automated LinkedIn messages are not original anymore. But does it still work? 

In this project, the funnel was visible, and it was established that the top of the funnel had to be filled. Once this goal was identified, the next question was how to reach it. I started with identifying the customer personas. For communicating with the personas, the sales team was key to determine what the tone of voice should be and also at what point sales needed to take over from the automation. Prior to my involvement, almost everything was done manually, with email automation only used for inbound marketing. We reviewed the funnel to see where the bottleneck was. We also established the data points the company wanted to improve and set up tracking with the CRM Tools (Hubspot & Sales Force), Google Analytics and Google Tag Manager. The data sets alongside the funnel analysis gave a clear indication of what was needed; more new contacts, as once contacted, customers would convert (although this would take a while see Case X to see how we reduced the onboarding process).

After brainstorming on how to do achieve this cost-effectively, I decided to automate all outreach, meaning that after engagement with the potential client, the process could be picked up by sales. To achieve this, I built an integration with LinkedIn and the CRM system (Hubspot) the sales team was using. After 4 months of testing and optimizing, we onboarded the first fully automated client. They signed a contract for 3 years, based on just one LinkedIn outreach, resulting in a click through to plan a meeting and read a blog on the website. That engagement triggered a follow-up email if the blog was completed, with email content allowing the prospect to sign up for 3 years. All of this content was personalized based on their interaction. As a result of this automation, the top of the funnel grew by 100% every month for 3 months.

Key finding here is that personalized content catered to specific potential b2b client is key. What solution are you selling them. What will be their ROI.