#madeindigital

Cognitive Business

Cognitive Business smash qualified lead targets in 1 month via Direct Social Outreach

Services used on this project:

Direct LinkedIn Outreach

qualified leads in the first month of activity

36.8%

acceptance connection rate

5.2%

reply rate

Project Overview

Direct engagement with target audience via their LinkedIn inbox

Specific audience targeting relating to role, industry and location

Niche business area, enabling us to target the empty inbox of these individuals

Promoting a specific product that directly answers one of the industries key present frustrations

The Project

Company

Cognitive Business is a company focused on leveraging advanced AI and machine learning to drive smarter business decisions in Energy Asset management.

Problem

A very complex industry, where the customer sales journey is expected to last up to 2 years. Digital Marketing activity aims to introduce the brand’s products to their target audience in energy asset management. It aims to talk directly to the decision-makers in the energy business, who have key frustrations regarding the efficiency, upkeep and strategy required when improving asset performance and optimising maintenance resources.

Solution

In the first month of activity, we reached out directly to Renewable Energy Managers via LinkedIn, promoting Cognitive Business’ track record within the industry. Our approach focused on addressing customer pain points and promoting an approach that Cognitive Business has developed, that answers the key frustration of their audience. Data collection of relevant individuals to utilise for future email marketing and CRM sales activity.

The Results

Benefits of proposed solution

As a business that connects with most of their customers through PR and offline relationships, discovering all the job title and companies that they never thought they could turn into customers has been a significant game changer for their sales process. Directly targeting key relationship building with those in strategic decision making roles in renewable energy organisations.

Achievements

Achieved 5 qualified leads from this activity alone (1 channel of the Digital Access strategy), creating highly engaged traffic to their website from those who choose to explore the site from a link click in the messages.

Channel breakdown of performance

First month results

1001 profiles viewed
612 connection requests sent
212 connection requests accepted
492 messages delivered
36 messages responded
34.6% Acceptance connection rate
5.9% reply rate
62.5 x increase in monthly leads
5 x increase in annual leads (in month 1!)
LinkedIn accounted for 8.4% of traffic to their website in the first month, and elevation from 0%.
Website visitors from LinkedIn Average of 1m 59s on site (1m 35 seconds higher than the average across all channels)