Technology case study
7 min readBusiness Messaging and Communication Platform Case Study
How a global business messaging platform raised B2B awareness across Brazil, India, Indonesia, and Mexico through a hybrid content syndication and telemarketing approach, delivering qualified appointments with 55% direct dial leads.
- Of leads delivered included direct dial or mobile contact information
- 55%
- Data records profiled and targeted across four key markets
- 100,000
- Key emerging markets successfully targeted (Brazil, India, Indonesia, Mexico)
- 4
- Trees planted for Meta Virtual Forest through CSR initiatives
- 5,000+
The programme
Overview
A business messaging and communication platform wanted to raise awareness of their B2B offering across emerging markets in Brazil, India, Indonesia, and Mexico, with the primary goal of booking qualified appointments with decision makers. Through a strategic hybrid approach combining content syndication and telemarketing, the campaign delivered exceptional results and led to a contract extension.
The starting point
The challenge
The platform's B2B offering had low brand awareness across Brazil, India, Indonesia, and Mexico. Breaking into these markets required navigating multiple languages, cultural nuances, and regional compliance while simultaneously building awareness and booking qualified appointments.
What we set out to do
Objectives
Raise B2B Brand Awareness
Increase awareness of the business messaging platform's B2B offering across key emerging markets.
Target Key Emerging Markets
Focus on decision makers across Brazil, India, Indonesia, and Mexico to establish market presence.
Book Qualified Appointments
Generate high-quality appointments with decision makers throughout the entire buying cycle.
Multi-Touch Campaign Strategy
Implement a hybrid approach that delivers both brand awareness and lead generation at every stage.
How we did it
Solution
Data Profiling and Targeting
100,000 data records were profiled based on the client's brief, incorporating an exclusion list of existing clients and previous leads to ensure fresh targeting.
Regional Landing Pages
Created landing pages for regional content in native languages, incorporating opt-in mechanisms and privacy policies for full compliance.
A/B Testing and Optimization
Conducted A/B testing to optimize messaging and engagement during the initial campaign phase for maximum effectiveness.
Quality Assurance Process
All leads were processed through the 'Perfect Process' for quality assurance and mapped to LinkedIn to ensure accuracy of each record.
Email Validation
Utilized email validation tools to maintain a bounce rate below 1% and ensure optimal deliverability.
Content Hub Creation
Created a content hub enabling prospects to choose their preferred content after completing the opt-in process.
Hybrid Strategy Implementation
Combined content syndication with double touch approach, profiling questions, telemarketing with Soft BANT, and appointment setting.
Weekly Lead Delivery and Reporting
Leads were uploaded weekly via the 'Convertr' platform with detailed reporting on a bespoke dashboard, including job title, asset downloaded, region, and company size.
Collaborative Campaign Management
Conducted weekly calls with the client to discuss results, challenges, and fine-tune the campaign for optimal performance.
The outcome
Results
- Email bounce rate maintained through validation tools
- <1%
- Contract extension secured for the second half of the year
- 6 months
- 55% of leads delivered included a direct dial or mobile number
- Successful brand awareness campaign across four key emerging markets
- High-quality appointments booked with decision makers
- Campaign success led to extension for the second half of the year
- Over 5,000 trees planted for the Meta Virtual Forest as part of CSR initiatives
- Effective multi-language, multi-region execution across Brazil, India, Indonesia, and Mexico
The hybrid approach perfectly balanced our need for brand awareness with lead generation. The multi-market execution and quality of leads exceeded our expectations, leading us to extend the campaign immediately.
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