The Solution

In response to a targeted outbound email they received through an internal marketing campaign, Pinboard Consulting reached out to lead generation specialists, Lead Gen Dept.
“They were an unknown brand with analytics technology that helps companies make key business decisions in a few hours rather than weeks of crunching data,” says Connor Addis, Lead Gen Dept Managing Director. “To get the word on Pinboard Consulting out, we began with LinkedIn outreach and network development to build brand authority. We then employed targeted outbound email to offer an educational value exchange with carefully researched potential clients.”

Establishing focus

On Pinboard Consulting’s behalf, Lead Gen Dept began targeted manual research into enterprises of over 5000 employees under stress because of worldwide supply chain issues.

The Lead Gen Dept research team focused on supply chain directors in manufacturing for the food and beverage, IT, pharmaceutical, chemical and automotive industries. Where supply chain heads were not accessible, Lead Gen Dept sought secondary connections that could move the Pinboard message up the decision chain.

To ensure each prospect met the company’s business objectives, Lead Gen Dept submitted the list to the Pinboard executive team for approval before the first email went out.

Starting conversations by offering genuine value

In line with their core principle of offering reciprocal value, Lead Gen Dept began Pinboard’s personalised four-step email campaign. This focused on relationship building by offering each prospective client clear value via an online seminar covering the advantages of graph database analytics. Max Latey, Pinboard CEO and founder, ran the sessions.

“When we reach out to prospective clients, we don’t ask for anything,” explains Addis. “Our goal is to introduce our client and offer insight and a value exchange that engages decision makers. Once a relationship is in place, the rest flows naturally.”