+120 opportunities generated for impact team building
Leadix supported Impact Valley in promoting its sustainable team building Palette Solidaires, by deploying multi-channel prospecting (email & LinkedIn) targeting Office Managers, HR and CSR. Result: more than 1,950 prospects contacted, 123 companies interested and up to 64% of responses via an innovative approach involving CEOs — demonstrating the power of precise targeting and rigorous monitoring to transform prospecting actions into real opportunities.
Contexte
Impact Valley is a social enterprise that supports organizations in their transition to a more sustainable model. Among their offers is Palette Solidaires, an original team building where participants build furniture from recycled pallets, furniture then donated to local associations. The activity allows teams to strengthen their cohesion while contributing to a meaningful project. It is on this offer that Impact Valley contacted Leadix in order to generate new qualified prospects.
To maximize the chances of success, we adopted a multi-channel approach combining email and LinkedIn, in two languages (FR + EN) to adapt to the specificities of the Belgian market.
Two types of personas were addressed:
- Office Managers, HR Managers and Executive Assistants, who are at the forefront of organizing team buildings and have proven to be the most responsive.
- CSR/CSR managers, targeted because of their interest in sustainability
We also set up campaigns to target CEOs present in the Linkedin network of our client at Impact Valley, by asking them for the contact in charge of team buildings, then by launching a sequence on this contact with the recommendation of the manager as an anchor point.
Finally, in order to ensure the follow-up and conversion of leads, we synchronized Lemlist and HubSpot, allowing Impact Valley to manage the opportunities generated and to monitor the progress from initial interest to the sending of quotes and signing.
Objectifs
Generate maximum interest from major accounts
Being able to present the concept to decision makers
Résultats
Impact Valley already had a clear and differentiating offer with Palette Solidaires, but the challenge was to bring it in front of the right companies and the right decision-makers.
The first campaigns allowed us to test different approaches. Quickly, we noticed that Office Managers, HR Managers and Executive Assistants were much more receptive than CSR/CSR profiles, who were at first glance sensitive to sustainability. We also confirmed that the email channel worked much better than LinkedIn with these personas.
Finally, the approach of going through CEOs to obtain the contact in charge of team buildings proved to be extremely effective: by mentioning the direct contact of the manager, the response and interest rates increased sharply.
In total, the campaigns made it possible to:
- Reach 1,958 prospects
- generate 123 interested businesses, including 80 via email
- get an average response rate of 20% by email
- Achieve 42% of responses on LinkedIn after acceptance
- and up to 64% of responses and 30% of interest on campaigns conducted with the support of CEOs!
Thanks to Lemlist ↔ HubSpot sync, Impact Valley was able to track the entire pipeline and turn these interests into appointments, quotes, and signatures.
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