"We have closed over 10 deals that are in thousands of dollars that resulted huge lift to our business"

Charlie Erick - Co Founder

How we exponentially grew the client base for Word On The Block, an influencer marketing agency based in New York, US.

We define a 'Qualified Sales Meeting' as a prospect who has shown up on a call and matches the criteria the client has set for a qualified meeting. (Ex: A meeting with a CMO of a D2C brand based in the US with +50 employees)

About Our Client:

Word On The Block is an influencer marketing and management platform that helps any D2C brands scale their influencer marketing efforts.

They offer complete hands-off experience in finding niche-specific influencers, briefing them about the campaign, executing the campaigns and finally handing over the performance data to the brand on autopilot.

They also help brands work with huge influencers like MKBHD, Andrew Huberman, Donut, and more.

Before they partnered with us:

When we reached out to this client they had all their business coming from pure referrals. They desired to build an outbound strategy but didn’t have the time or skill to build it. They tried cold emails and LinkedIn in-house but didn't find success in doing it. They also hired a couple of other lead gen agencies & SDRs but they couldn’t match their expectations.

We took them on a partner:

We knew their target market consisted of large, relatively harder-to-reach busy individuals because the client just wanted to work with D2C brands with +50 employees and brands who have already done influencer marketing, so a more custom strategy was necessary to get to the desired outcome.

Instead of the popular high-volume ‘spray & pray’ campaigns, we decided to go small-scale, hyper-targeted, and hyper-relevant approach which would yield the best results.

Here's how we did it:

Database Sourcing:

We started out by confirming what our clients’ Ideal Customer Profile (ICP) was, i.e. what the characteristics of the companies and people were that they really wanted to have as customers.

With this information, we started scraping the web with our internal tools, building lists of companies that would fit their ICP.

Next, we were able to extract and verify the contact information of all relevant decision makers with a waterfall enrichment strategy where every single contact when through +20 data providers to get the most accurate data as possible.

Sending Infrastructure Setup:

With our plan to send less volume but better targeted, and more relevant emails, we built a smaller sending setup than usual. Due to the chosen approach, we gathered more data points on each prospect to create more personalized campaigns based on relevance. 

Since we were targeting prospects in large D2C companies, with stronger spam filters, we needed to have excellent email deliverability. We achieved this by our load balancing method in combination with a low volume approach. We also diversified our mailbox providers and auto matched them with the recipients mailbox.

Testing & Optimization Strategy:

We put our "small-scale, laser-targeted, and hyper-personalized approach" to work and started sending several small batches of highly relevant email scripts to decision-makers in the ICP. 

The results were overwhelmingly positive, so not much optimization had to be done in this instance. Due to the low sending volume, our email sending systems were healthy and good.

Spam Monitoring:

We closely monitored deliverability of each inbox on all major ESPs (Email Service Provider’s). Meaning that the moment one of our inboxes was not landing in gmail, hotmail, outlook or other email platforms anymore, we were notified and could take that inbox out of our campaigns, and replace it by backups.

Campaign Results:

Before working with us, this influencer marketing agency had no secondary channel for leadflow and sales appointments. 

After our partnership we've switched this 180 degrees, and:

• Delivered +25 qualified sales meetings in 3 months.

• 25 meetings resulted in +10 closed deals in 3 months.

• We had more than 7% reply rates on all our campaigns.

• Gave them a consistent & scaleable client acquisition method.

• Delivered meetings with companies who have already done influencer marketing & looking to scale.