A marketing automation platform sought to expand its mid-size and enterprise client base in North America. Despite generating a steady pipeline of MQLs, the client struggled to drive them into successful sales appointments. Prospect Precise delivered an ABM-based Appointment Generation campaign, scheduling 200 appointments with key decision-makers from 120 high-value accounts in 3 months.

The Challenge

Despite a steady MQL pipeline, the client struggled to nurture leads effectively and generate appointments with key decision-makers. The client’s traditional cold outbound campaigns and generic messaging failed to convert initial interest into successful appointments.

Creating a personalized outbound strategy: The client’s MQL data comprised leads mostly from accounts already using other automation software. But, generic email campaigns and cold calls failed to connect our client’s software value to each prospect’s specific pain points. The personalization strategy was limited to basic firmographics, lacking crucial lead intelligence.

Integrating intent into lead qualification criteria: The client’s lead qualification criteria missed critical intent signals. Failing to analyze vital intent signals and leverage them to optimize messaging led to passive responses that didn’t yield the required results.

Developing a customized prioritization model: The client’s sales reps prioritized leads based on initial data without adapting their approach and messaging to the nuanced lead behaviors. This resulted in delayed communications, irrelevant asset dissemination, and ultimately stagnant leads that didn’t turn into appointments.

Creating a flexible communication strategy: When using a combined approach of email and telemarketing, the client stuck to a fixed model where SDRs overlooked lead sentiments. This either led to hurried or delayed interactions, both of which resulted in missed opportunities. The client needed an adaptive comms strategy that adjusted based on prospect intentions.

When using a combined approach of email and telemarketing, the client stuck to a fixed model where SDRs overlooked lead sentiments. This either led to hurried or delayed interactions, both of which resulted in missed opportunities. The client needed an adaptive comms strategy that adjusted based on prospect intentions.

The Solution: ABM-based Appointment Generation Campaign

Prospect Precise recommended a 3-month ABM-based Appointment Generation campaign to effectively nurture MQLs from high-value accounts with personalized marketing and schedule appointments with their key decision-makers.

Creating the Priority Contact List: We closely collaborated with the client’s marketing and sales teams to gain an in-depth understanding of their MQL data. Then, our research experts leveraged the leads to create a specialized list of priority accounts and decision-makers. This way, we ensured that we connected with the right accounts that could revitalize the client’s pipeline in time.

Personalized Email Campaign: Once our list was on point, we segmented the leads into buyer personas based on firmographics and existing CRM data from earlier interactions. This deep segmentation enabled us to target leads with highly personalized emails and specific assets that addressed their unique pain points. To further expedite interactions, each email contained a chat link that helped quickly connect with our SDRs.

Lead Nurturing through Telemarketing: Equipped with crucial lead intelligence from the email campaign, our telemarketing reps contacted prospects to nurture their interest and resolve their queries about the client’s product. Each call transcript was analyzed using an AI-powered sentiment analysis tool to ensure our successive follow-ups resonated with the leads.

Appointment Setting & Seamless Handoff: Once the leads were sufficiently nurtured and they showed substantial intent, we scheduled appointments and handed them over to the client. Our SDRs and research team enabled the client AEs with key lead insights that helped make the most of their appointments.

Results

Our 3-month Appointment Generation campaign delivered outstanding results, quickly reinvigorating the pipeline with quality appointments:

200

Appointments
Generated

300%

Increase in sales
pipeline

3x

Increase in MQL-to-SQL
ratio

Fast High-value Appointments: Our strategic lead prioritization and personalized outbound strategy showed quick results, generating 60 appointments from high-value accounts within the first month of the campaign.

Accelerated Funnel Progress: Our deep nurturing approach resolved nuanced challenges of each prospect while qualifying them on BANT and other criteria; this resulted in efficient appointments and expedited sales timeline.

Enhanced Brand Engagement: The campaign successfully engaged high-value mid-size and enterprise accounts, firmly affirming our client’s position as a major player in marketing automation.

Conclusion

Prospect Precise’s Appointment Generation campaign accelerated the client’s sales pipeline, setting appointments with decision-makers from high-value accounts. Leveraging a personalized outbound model of email and telemarketing, we effectively nurtured MQLs with relevant messaging and assets, facilitating sales opportunities and substantially ramping up the conversion metrics.