Increasing Conversions Of An Instagram Growth Hacking Tool By 667% With A Targeted Outbound Approach
Personalized, scalable and repeatable sales process
Background and challenge
App Marketing Minds (AMM) recently completed a lead generation campaign with an innovative startup offering a SaaS Instagram growth hacking tool. Our client’s product automates brands’ Instagram efforts through automated postings and messages, and automatically engages selected profiles based on criteria such as geography or targeted hashtags by liking and commenting on Instagram content.
The primary objective of this engagement was to support client’s ongoing PPC campaign by building a new outbound sales channel. Given that AMM’s key service is lead generation, the client selected our outbound sales service to support their under-performing previous attempts
Approach and project delivery
The project kicked-off with the analysis of our client’s past cold email campaigns and their performance. This allowed for an assessment of various marketing angles in relation to different industry segments. Gaining an insight into industries that are most likely to adopt the product is essential for prioritizing list building and outreach.
The next step of the campaign involved building customer personas. Customer personas are semi-fictitious representations of ideal buyers. AMM developed several personae to understand the priority of customer segments, who will be targeted in each organization, and what selling angles / hooks will be used. AMM decided to target between 2-4 decision makers in each organization.
AMM planned out a personalized and scalable approach for each segment, orchestrating the whole campaign by using cold emails, social media (Linkedin and Facebook), onboarding emails and in-app messages.
The aim of the demand generation campaign was to send traffic directly to a free trial registration page.
Prospecting and list building
Next, AMM conducted the initial list building in a timely manner, building the initial database of prospects consisting of 3 segments (industries), with 600-800 prospects in each list.
Outbound demand generation
The demand generation strategy relied on personalized outreach with multiple touch points across several channels.
- Cold email: up to 6 follow-ups across a three week period if the prospect didn’t reply to the email
- Linkedin: relationship building through sending an invitation to connect, and automated message with resource following a time delay
The campaign progressed through continuous A/B testing and building of prospect lists in various industries.
Due to the relatively low price of our client’s product, it would not be profitable to follow-up on each prospect using an SDR to set-up a discovery call or demo.
Instead, we separated “engaged” prospects into two groups, and targeted these groups with different return paths. The groups were “low engagement group” and “high engagement group”. Of course, the “no engagement group” (prospects who didn’t react to the email at all), were re-engaged by follow-up emails.
1) Low engagement group: prospects that clicked on a link inside the email – these prospects were re-targeted with Facebook ads directing them back to a free trial registration landing page
2) High engagement group: prospects that sign-up for free trial – these prospects were re-engaged through a behaviour based onboarding sequence, where targeted messages were sent according to what in-app actions were taken
Increase in conversions to paid users
Up to 92% cold email open rates
Average reply rate
Increase in click-through-rate