DIRECTOR
DIRECT OUTREACH
Cold email template to scale your physical product revenue
700
New contacts reached
11%
Open rate
9%
Reply rate
40
Meetings booked
Campaign Overview
This campaign was designed for a non-alcoholic drinks brand startup aiming for a quick market entry and a target of £2m annual revenue. By utilizing a multichannel approach that included LinkedIn and email, the campaign targeted heads of procurement at large hotel groups, restaurants, and gastro pubs, ultimately achieving multi-figure deals and securing distribution in over 40 outlets per venue group.
Why it works
Targeted Audience
Focusing on heads of procurement in large hospitality venues ensured that the messaging reached decision-makers capable of implementing large-scale product adoption, which is critical for quick market penetration and revenue growth.
Multi-Channel Strategy
Using LinkedIn for initial contact and emails for follow-ups allowed the campaign to mimic human interaction patterns effectively, enhancing the perception of personalized communication.
Value Proposition Clarity
The emails clearly articulated the benefits of the product—simple to serve, an appealing alternative to alcoholic drinks, and versatility in use—which addressed specific needs in the hospitality industry for innovative, non-alcoholic beverage options.
Learning from this campaign
Precision in Timing
The campaign's use of dynamic content to greet recipients appropriately based on the time of day exemplifies attention to detail that can make communication feel more personal and engaging.
Engagement Tracking
Monitoring interactions like email clicks to tailor follow-up actions maximized the relevance and timing of communications, significantly increasing the chances of a positive response.
Continuous Engagement
The offer of a webinar as part of the follow-up process provided an ongoing engagement platform, positioning the brand as a thought leader in the hospitality industry's non-alcoholic beverage space.
When to use it
Product Launches
This strategy is ideal for startups and new product launches where quick market penetration and significant revenue generation are critical.
B2B Marketing
Businesses aiming to establish or expand their presence in specific industry sectors by targeting key decision-makers can leverage this approach effectively.
Who can use it
Startups in the Beverage Industry
Particularly those introducing innovative products and needing to establish market presence and distribution channels quickly.
Marketing Professionals in the Hospitality Industry
Those looking for effective ways to introduce new products to a network of high-value clients within the industry.
Sales Teams
Sales professionals can use this structured, multi-touch approach to nurture leads and close deals efficiently.
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