B2B Cold Outreach: Invopay

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Client

Invopay

Service

B2B Outreach

Case Study:

InvoPay's initial launch experienced low traction, with only six calls booked in the first 30 days.

Over three months, efforts resulted in a total of 20 appointments, indicating gradual improvement.

RESULTS IN FIRST 30 DAYS

Objective:

To assess the potential of lead generation for InvoPay, a startup e-invoice payment system, using a cold email campaign.

Setup:

Domains: Acquired 5 separate domains, each equipped with 15 inboxes.

Lead Generation: Used our data platform tool to scrape leads.

Email Verification: Utilized our email verification tool to confirm the validity of each address.

Risky emails were scrubbed to ensure a 100% valid list, optimizing deliverability.

Email Infrastructure: Configured for optimal deliverability.

This involved configuring DNS, SPF, MX, DKIM, DMARC, and establishing a custom tracking domain.

Email Scripts: Tested three distinct scripts, each targeting specific pain points:

  • Delayed payments
  • Elevated transaction fees
  • Lack of security and encryption

Target Industries: Initially focused in on real estate, home services, education, plumbing, and accounting.

Results after 30-Day Split Testing Phase:

Emails Sent: 3,540

Leads Contacted: 2,500

Leads Who Viewed the Offer: 2,253 (89% )

Responses Received: 297 (11.7% )

Leads Showing Interest: 12

Demo Calls Booked: 6


Insights:

Although InvoPay has a compelling product offer, only six calls were booked in the first 30 days. After 3 months, we were able to generate a total of 20 appointments for the client.

However, the initial month served as an important learning curve about what Invopay’s target audiences wanted. We were able to refine the process as we realised we had to address 2 of the most common objections:
a) the product was new to the market and did not have any security or social proof or reviews
b) Everyone wanted integrations with their current invoicing software, which wasn’t available when we began our outreach.

This became Invopay’s greatest insight and immediate priority to ensure integrations with major providers like XERO, and MYOB were set up to increase conversions. Invopay has also set up its cybersecurity ISO certificate to combat the security concerns voiced by prospects.

Conclusion:

The preliminary test phase was insightful.

The results accentuate the need to expand our marketing reach to fully unlock InvoPay's market potential.

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