How can you identify the best prospects from a number of Ideal Customer Profiles (ICP) using sales prospecting campaigns?

B2B prospecting campaigns (multi-channel & personalised): How to identify the best prospects from among several KPIs using our methodology.

Our client provides data and reports on the biofuels market via its platform. The Ideal Customer Profiles (ICP) vary between all the players with a role to play in biofuels: production, transport, trade, consumption, etc.

74% open rate27% click-through rate37% response rate9% interest rateAfter 2 telemarketing campaigns, our client obtained a 9% positive response rate for an appointment. Here are the success indicators for our campaign carried out by our sales prospecting company:

Square Co

Services for renewable energies

Case study

Campaign details

Key results

Observed KPIs

74% open rate

27% click-through rate

37% response rate

9% interest rate

After 2 telemarketing campaigns, our client obtained a 9% positive response rate for an appointment. Here are the success indicators for our campaign carried out by our sales prospecting company:

potential customers expressed an interest in making an appointment during the first two campaigns.

36 %

of potential customers contacted responded to our prospecting messages and calls

Ideal Customer Profiles

Biofuel traders, analyst, trade management manager, sustainable fuels and carbon manager, trading and risk management coordinator, sales manager, commercial director.

About our client

Based in Switzerland, SquareCo publishes on its platform professional analyses designed to help players in the biofuels markets to better understand regulatory frameworks, market trends and industry developments.

Customer challenges

One of the main challenges was to identify the most promising opportunities among all the Ideal Customer Profiles (ICPs). There are many stakeholders who need professional analysis of biofuels: these potential customers include companies that produce, market, transport and consume biofuels. They all operate in a wide variety of sectors, with different profiles, needs and specificities. Our client wanted to identify the best Ideal Customer Profiles (ICP).
Another major challenge was that there was no customer relationship management (CRM) system recording their sales operations. A CRM allows sales operations to be accelerated and follow-up actions to be planned, which is essential.

Solutions

Lead generation and KPI validation
devlo analysed numerous sources of players in the biofuels sector (public databases, LinkedIn groups, Sales Navigator searches and other sources), then identified the most interesting organisations and the most relevant decision-makers. After each campaign, we analysed the most qualified leads to generate new leads based on the best-performing characteristics (activity, industry, size, functions, etc.).
CRM configuration, training and "Single Source of Truth "
devlo configured the CRM according to best practice and then trained the client in its use (follow-up tasks, templates, documents, etc.). It was also necessary to centralise and record all sales operations (e-mails, meetings, telephone conversations) in a "Single Source of Truth".

Our results

After 2 telemarketing campaigns, our client obtained a 9% positive response rate for an appointment. Here are the success indicators for our campaign carried out by our sales prospecting company:

74% open rate
27% click-through rate
37% response rate
9% interest rate

Key findings

Exclude the least qualified companies between campaigns
Companies focusing exclusively on biogas were excluded as they were of no interest to the offer.
Taking into account feedback from prospects and the customer
For two ICPs who were very interested in the value proposition, the client created a new platform. We took a break between the 2nd and 3rd campaigns to wait until it was ready before communicating on it.
Personalise your messages to improve deliverability
It is essential to strongly personalise messages (first names, surnames, liquid syntax, etc.) to avoid them being detected by spam filters.

Contact

How to get more meetings: let’s talk

Share your goals and receive a concrete outbound plan prioritized for your market.

Results

74% open rate
27% click-through rate
37% response rate
9% interest rate
After 2 telemarketing campaigns, our client obtained a 9% positive response rate for an appointment. Here are the success indicators for our campaign carried out by our sales prospecting company:

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