The Solution

Operating in uncharted territory and targeting a notoriously hard-to-crack enterprise market, WhosOn reached out to Lead Gen Dept to help them establish traction.
“For WhosOn we put together several bespoke campaigns,” says Addis. “We did LinkedIn outreach, targeted outbound email, and even a direct mail campaign where we sent out letters by post to generate leads with building societies.”

Personalising content to increase response rates

In addition to creating specialised content that increased WhosOn’s visibility and user engagement on LinkedIn, the Lead Gen Dept team conducted extensive manual research to identify ideal prospects for the brand’s targeted outbound email campaign.

Researching each prospect individually allowed Lead Gen Dept to personalise an email greeting for every recipient. The research team also researched alternate decision-makers in the event a primary contact was unresponsive. With a list of contacts complied, Lead Gen Dept submitted the list to WhosOn to confirm that all prospects aligned with the brand’s ideal client profile.

Next, relying on the principle of reciprocity to increase response rates to its proven four-step email strategy, Lead Gen Dept put together a value proposition for its contacts. “Because we were in the midst of COVID-19 lockdowns,” says Addis. “We offered discounted WhosOn subscription rates WhosOn to companies that had switched to remote work.”