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“In addition to the growth in quality leads, the efforts Daze invested in researching our niche market led to unexpected gains. Cellwize launched the Google AdWords campaign to drive traffic and generate relevant sales leads. Through our own channels we were investing in a large-scale job search for international expert engineers. To our surprise, one of our most recent UK hires was actually a direct result of a technical keyword used in an AdWords campaign – which we would never have thought to use to drive awareness. ”

Miki Weiser-Padova – Corporate Global MarCom Director

The Challenge

Mer Group was looking to reach out to Smart City integrators worldwide and schedule face-to-face sales meetings with interested prospects at an upcoming industry convention (MWC). Mer entrusted Daze to develop a solution that will bring the highest possible number of relevant leads and secure the maximum number of meetings in the lead-up to the event.

However, there was little information on hand about the target audience, who they were and what messaging would work best.

The Ingredients

Mer Group wanted to attract the attention of a very specific target audience of decision makers at large organizations. These individuals have several different job titles, and often belong to different departments, making them very hard to pinpoint. Based on Daze expertise in data analysis, targeting and outreach best practices, the campaign identified and targeted high potential contacts with two rounds of LinkedIn messages: a connection request (in three different versions) and a series of three follow-up messages to those who connected.

The Methodology

Daze worked with LinkedIn Sales Navigator to identify high-potential leads via a customized targeting query. After a lot of data analysis and testing, we segmented the right target audience and crafted a strategic series of LinkedIn messages. These were sent to prospects from the profiles of Mer Group Sales Development Representatives, according to region, for the most personal outreach experience. The Daze team worked closely with Mer’s SDRs to finetune the messaging, tone and even specific wording of emails for each country. This ensured an accurate, culturally appropriate tone, optimized for local target audiences.

The Outcome

The consistent flow of LinkedIn messages sent to strategically targeted audiences ensured great conversion rates, with 32.32% connection requests approved, and 12.6% response rate to follow-up messages.

 

Although the campaign’s primary goal was setting up sales meetings at a particular event, the positive impact will be felt for far longer. Of those who replied to the connection request, 43% became leads. This created a substantial pipeline of warm leads who can be nurtured in the future, even if they did not choose to initiate a meeting during the convention.

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