How can you identify the best prospects among several Ideal Customer Profiles (ICP) using sales prospecting campaigns?
Our client provides biofuels market intelligence data and reports through a platform. Their ideal customer profiles (ICP) vary among all the players with a role to play with biofuels: production, transport, trading, consumption, etc.
potential customers expressed interest in an appointment during the first two campaigns.
of potential customers contacted responded to our prospecting messages and calls
potential customers expressed interest in an appointment during the first two campaigns.
of potential customers contacted responded to our prospecting messages and calls
Categories
Lead Generation, Prospection, Lead Qualification, Appointment setting
Services
Services for renewable energies
Time before First Meetings
3 weeks
Campaign Language(s)
English, French
About our client
Based in Switzerland, SquareCo publishes professional analyses designed to help players active in low-carbon fuel markets gain a deeper understanding of regulatory frameworks, market trends, and industry developments.
Ideal Customer Profiles
Biofuels trader, analyst, head of Global Trade Management, Sustainable Fuels and Carbon Manager, Trading and Risk Management Coordinator, Head of Sales, Commercial Director
Client’s Challenges
- One of the key challenges was identifying the low-hanging fruit opportunities among every potential customer profile. Numerous stakeholders need professional biofuel analyses. These potential customers include companies that produce, trade, transport, and consume biofuels. They all operate in wide-ranging industries with different profiles, needs, and specificities. Our client wanted to identify the best Ideal Customer Profiles.
- Another key challenge was that no CRM recording their sales operations existed. A CRM helps speed up sales operations, and scheduling follow-up actions is essential.
The Solutions
- As a B2B lead generation agency, devlo analyzed and identified numerous sources of players in the biofuels sector through public databases, LinkedIn groups, Sales Navigator searches, and other sources. We then identified each account's most interesting organizations and the most relevant decision-makers. After each campaign, we analyzed the most qualified lead types and generated new leads based on these selected characteristics: activity, industry, company size, job titles, etc.
- devlo configured the CRM following best practices. Following this, our client received training on how to use it to make their sales process more efficient using follow-up tasks, ready-to-use templates, documents, etc. Also, it was necessary to centralize and record every sales operation, like their emails, meetings, and phone conversations, in one place as the single source of truth.
Our results
After 2 campaigns, our client has 9% positive replies for a meeting. Here are the success metrics from our campaign:
- 74% open rate
- 27% click rate
- 37% reply rate
- 9% interest rate
Key takeaways
- To exclude the wrong companies from one campaign to the other: Companies that focused exclusively on biogas (biogas is only one of many types of biofuels) were excluded since they had no interest.
- To consider feedback from prospects and customers: For two ICPs identified proved to be very interested in our customer's value proposition, our customer decided to create a new platform (very useful for two ICPs). It was decided to pause for several months between the 2nd and 3rd campaigns, to wait until this new solution was ready before communicating on it.
- Personalize messages to increase deliverability: It's essential to strongly personalize your messages by using first names, surnames, etc., or by using liquid syntax so that anti-spam filters do not detect them.
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