About the Company
The Challenges
Promoting a Complex Product to New Markets
The client faced significant hurdles in introducing their advanced 5G products to markets where they previously had no presence. Effectively communicating the technical benefits and unique features of their portable router, GO, required a strategic approach to engage and educate potential decision-makers.
Limited In-House Resources for Expansion
Despite having a strong market position and numerous high-potential clients, the client struggled with insufficient internal resources to manage and execute an extensive lead generation and appointment setting campaign, hindering their ability to scale operations effectively.
Identifying the Right Audience Segments
The client’s existing acquisition channels, such as referrals and events, were not yielding the desired results for their expansion goals. They needed a more targeted and efficient approach to identify and engage the appropriate audience segments across diverse geographical regions.
How did Digiwigy help?
Developing a Customized ABM Strategy
Digiwigy crafted a bespoke Account-Based Marketing strategy tailored to the client’s specific needs. This involved designing highly personalized outreach campaigns that targeted key decision-makers within targeted companies. By focusing on individual company profiles rather than broad segments, Digiwigy ensured that each interaction was relevant and impactful, thereby increasing the likelihood of securing appointments and driving conversions.
Expanding and Refining the Target Audience
Digiwigy conducted an in-depth analysis to refine the client’s Total Addressable Market (TAM). Initially targeting media, broadcast, and NGOs, they strategically expanded the focus to include system integrators and other relevant sectors. This meticulous audience refinement, combined with regular communication and alignment meetings, ensured that the outreach efforts were precisely targeted and aligned with the client’s growth objectives, maximizing the effectiveness of the campaigns.
The Results
appointments booked
KPIs achieved
cold email open rate
20 highly tailored cold outreach campaigns launched. Targeted specific audience segments with precision.
56 of the 97 booked appointments marked as a perfect fit. Ensured high-quality lead generation.
Achieved a highest reply rate of 14%. Double the industry standard, enhancing engagement.
Secured 10 booked appointments from 200 leads within one event campaign. Demonstrated effective event-based outreach.
Maintained an average KPI of 137% over 6 months. Consistently exceeded performance targets.
Established global reach across North America, Europe, Africa, and Asia-Pacific. Expanded the client’s international footprint.
Strengthened the client’s market position through effective ABM execution. Enhanced competitive advantage and brand presence.
The Key Takeaways
ABM Tailoring Drives High Engagement
Customized ABM strategies that cater to specific audience segments significantly enhance engagement levels. By tailoring messages and approaches to the unique needs of each target company, businesses can achieve higher appointment rates and better conversion outcomes, as demonstrated in this telecom case study.
Regular Communication Enhances Campaign Effectiveness
Establishing consistent and transparent communication channels between the marketing team and the client is crucial for aligning goals and strategies. Regular sync-ups enable timely adjustments and ensure that marketing efforts remain focused and effective, leading to faster progress and superior results.
Expanding Target Markets Requires Strategic Precision
Successfully entering new markets demands precise targeting and the ability to adapt strategies based on real-time feedback. By refining the target audience and continuously optimizing outreach efforts, companies can effectively allocate resources to the most promising opportunities, ensuring sustainable growth and market penetration.
