We activated an end to end social selling program to create brand awareness and generate a pipeline of qualified leads for a global forex brand

Quote Profile Image
Traditional methods were simply not generating results. High volume cold calling and EDM were producing diminishing returns. Our peer to peer approach was the solution this brand needed.
Head of Marketing
Global Foreign Exchange and Risk Management Brand

1. Connecting with senior decision makers in high value organisations and communities

We defined, created and qualified large numbers of audience segments (key influencers and decision makers) mapped back to active participants in our program.

The program ran through three stages over 24 months:

  1. Proof of concept
  1. Training and optimisation
  1. Acceleration and appointment setting

Key people we worked with in the program were:

- The regional MD driving awareness with senior stakeholders via a thought leadership focused content marketing campaign

- The set of 5-8 Account Executives "at the coalface" generating new business and managing their existing books

It was very important to develop audience segments with a level of granularity that we could match to each Account Executive's region, areas of expertise and capacity. We complimented a high number of very specific lists with the broader target segments of the Managing Director, who was reaching out and engaging senior influencers and business owners at an industry level across the region.

This approach ticked a few boxes for the client:

  • Brand awareness with key members of the decision making group at multiple points
  • Opened up a direct line of communication previously unavailable to the business (direct messaging in LinkedIn)
  • Gave the Account Executives access to a new way to qualify and engage their prospects

463

inbound opportunities
in under 12 months

40%

avg. response rate
from prospects

30k+

views

of thought
leadership
content

2. Augmenting the current sales process and collaborating on engaged leads

The program involved a key handover point from us to the client Account Executives, as well as various points at which sales activities can take place.

We supported the Account Executives with:

  • Initial audience insights and Challenger Sale approach to outreach messaging
  • Sales Training (online to offline) to cover specific high impact tactics in the journey
  • Feedback loop between the client and our team to review, qualify and update engaged prospects

Collaboration with the Account Executives was extremely important, both to understand live feedback from their meeting with leads and to ensure that we provided updates in a relevant, timely manner.

In addition to the focus on optimising the flow through the sales pipeline, we encouraged the Account Executives to share the Thought Leadership content from the Managing Director, with a relevant opinion for their own specific target audience segment. This created a regular cadence of relevant, thought provoking content across the team that connected the brand position in market with the local concerns of the prospects we were engaging.

Would you like to find out more?

Send us a message, we'd love to talk about how we can help your business.

Sound interesting? We can activate our programs in three months

The program involved a key handover point from us to the client Account Executives, as well as various points at which sales activities can take place.

We supported the Account Executives with:

  • Initial audience insights and Challenger Sale approach to outreach messaging
  • Sales Training (online to offline) to cover specific high impact tactics in the journey
  • Feedback loop between the client and our team to review, qualify and update engaged prospects

Collaboration with the Account Executives was extremely important, both to understand live feedback from their meeting with leads and to ensure that we provided updates in a relevant, timely manner.

In addition to the focus on optimising the flow through the sales pipeline, we encouraged the Account Executives to share the Thought Leadership content from the Managing Director, with a relevant opinion for their own specific target audience segment. This created a regular cadence of relevant, thought provoking content across the team that connected the brand position in market with the local concerns of the prospects we were engaging.