About the Company
The Challenges
Penetrating a New Market with Limited Resources
The client had a well-established presence in the UK but needed expertise in scaling their operations to the U.S. market. Their existing research capacity was insufficient for developing a robust lead generation strategy in the U.S.
Identifying and Targeting the Right Audience
The client initially struggled to connect with their target audience in the U.S., particularly HR professionals and employee benefits managers, who were less responsive to traditional outreach methods.
Low Conversion Rates Despite High Engagement
While initial engagement with brokers and HRs was promising, the conversion rates remained low. The client needed a more focused approach to turn interest into actionable leads and appointments.
How did Digiwigy help?
Customized ICP and Lead Research Strategy
Digiwigy refined the client's Ideal Customer Profile (ICP) to target HR professionals within progressive verticals like software development and digital marketing. This included adjusting value propositions and focusing on building partnerships with brokers to expand market reach.
Implementing Hybrid Outreach Campaigns
Digiwigy designed and executed two hybrid outreach campaigns tailored to different target audiences. These campaigns combined cold email outreach, LinkedIn connections, and educational content to warm up prospects and drive engagement, significantly improving response rates.
The Results
customer satisfaction rate
cold email open rate
appointments booked per month
Delivered approximately 3,000 broker leads and 1,500 HR leads in the first three months.
Shifted strategy resulted in an additional 3,000 HR leads in the following two months.
Achieved an average response rate of 3–5%, translating to high-quality leads.
The client is on track to close their biggest U.S. deal soon.
Enhanced online presence through LinkedIn, leading to increased brand visibility.
Educational campaigns kept the client top-of-mind for prospects.
Established a scalable lead generation model for future market expansions.
The Key Takeaways
Importance of Audience Segmentation
Understanding and segmenting the audience effectively can significantly enhance engagement and conversion rates. Tailoring messages to specific verticals proved crucial for the client’s success.
Continuous Strategy Optimization
Regularly testing and refining outreach strategies, such as subject lines and ICPs, can lead to substantial improvements in open and response rates, as seen in this case.
Multi-Channel Engagement Drives Results
Combining different outreach channels, like email and LinkedIn, along with educational campaigns, ensures a comprehensive approach that nurtures leads and drives conversions.
