Agency Type
Creative Production Agency
Target
Food & Bev, Small-Mid Size Companies
The Process
Utilizing Winmo’s Intent Insights powered by Bombora, our team began their search by filtering companies within the Food & Bev category that were small to mid-sized businesses based on revenues and media spend ranges that were within our agency’s desired range. Once we had that list built out of right-sized companies, we ran this list through Bombora’s purchase intent software to determine if any of these companies had recent surges around the terms “Creative” “Social” and “Production”. There were 15-20 companies that all showed scores over 80, which tells us they are currently evaluating Creative and Social options.
By focusing on this reduced number of smaller companies, our percentage of finding the right person within the company is massively increased. These small to mid-sized companies have fewer marketing decision-makers, allowing us to focus more on custom messaging in a true Account-Based Marketing approach. Smarter messaging to a focused group makes for more intelligent and interesting first meetings.
For this group, Jake created a 6 step email and phone cadence that covered 11 days, as laid out below:
These emails all have the same base structure and where they begin to diverge is in small customizations between each individual decision-maker when they hit step 2 in custom emails and the phone voicemail left.
Voicemail is a key ingredient in that it puts a human voice to every interaction. It’s important to separate yourself from the mass of others sending mass spam emails hoping for a bite, by ensuring that you are taking a multi-touchpoint approach with phone and email.
In the end, the email that drives conversion to a meeting may be the simplest messaging. Jake’s success came from email number six on day eleven with a call to action as simple as:
“What would be the downside of receiving a unique perspective for any upcoming creative work? “
The reply was as simple as
“Great timing, we are actually reviewing now…”
Agency new business (and business development) almost always hinges on timing.
Tools like Winmo’s intent data from Bombora, LinkedIn, and Salesloft can ensure that your chances of starting a conversation at the right time are higher than your competitors.
This success for our agency partner was made possible by:
Jake
Business Development Director at Catapult