Increasing Conversions Of An Instagram Growth Hacking Tool By 667% With A Targeted Outbound Approach:
Personalized, scalable and repeatable sales process using email (case study)
Background and challenge
App Marketing Minds (AMM) was selected to work on a lead generation campaign with an innovative startup offering Instagram growth hacking SaaS. The client’s tool allowed automatic engagement of selected profiles based on criteria such as geographical regions or hashtags. The primary objective of this engagement was to support client’s ongoing PPC efforts through building a new outbound sales channel. Given that AMM’s key service is lead generation, the client selected the personalized email lead service to set-up a new sales channel and optimize their under-peforming past attempts.
Approach and project delivery
The project started with the analysis of client’s past cold email campaign performances. This allowed an assessment of various angles in relation to different industry segments. Gaining an insight into industries that are most likely to adopt the tool is essential for prioritizing list building and outreach.
The next step in the campaign involved building of customer personas. Customer personas are semi-fictitious representations of ideal buyers. AMM developed several customer personas to understand who will be targeted in each organization, and what selling angle will be used. AMM decided to target up to four decision makers in each organization.
Once it was understood what industries will be targeted, and which decision makers in an organization need approach, it was necessary to develop a strategy for detailed personalization in the outbound campaign. AMM planned out a personalized approach for each account where information related to other social media channels, products, or industry news would be included in the cold emails.
Following strategy, AMM conducted an efficient list building initiative which facilitated several hundreds of target organizations, with up to four decision makers per organization (including detailed targeting).
The last step in the campaign concerned creation of emails, setting up the outbound technology and continuous building of prospects. The campaign launch marked a successful creation of a cold email lead generation process, where AMM efficiently sourced targeted businesses, discovered personal email addresses of decision makers, conducted research on the organization and sent out up to 8 different cold emails to each person spread out over 3-week period.
Increase in conversions to paid users
Up to 92% cold email open rates
Average reply rate
Increase in click-through-rate
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