B2B Highly Targetted Cold Outreach Program
Case Study:
- Campaign duration: 7 weeks
- Positive responses: 27
- Response rate: 1-3% across multiple platforms
- Referral network appointments booked: 8
- Pending appointments: 18 (to be booked in the coming month)
Project Background
Our client has a unique product and service offering, the CNC customized (3D Imaging) medical prosthetic hair restoration service, and has the license to service the Boston and greater Boston areas.
The goal is to build strong medical referral networks for the client to expand his reach locally and let more people know of the options available in the market for hair loss and hair restoration, especially for women.
Each CNC system can cost between $6k – $12k; hence, one referral network created is very valuable in the long run.
CNC is basically a Non-surgical Hair Restoration using state-of-the-art 3D imaged robotic technology. A clone membrane (a second skin scalp prosthesis infused with raw virgin hair) is developed in our factory in Italy to give clients the full and gorgeous hair they have always dreamed of having in the crown and is completely undetectable.
See the transformation below!
What elements do we need to start our cold outreach via email and socials?
a) a base of prospects (including email addresses, first and last name, position of the person, company name/size, location information)
b) a well-crafted personalized copy of our cold emails and cold social outreach
c) loads of time and persistence, or some automation tools like Instantly.ai to help us get the job done better and quicker.
Stage 1: Building The Hypothesis
First, we needed to research the potential prospects we could build a referral network with or were likely to have patients that required our client’s service/product.
We decided to reach out to Cancer & Support associations, Alopecia associations, Trichotillomania associations, Plastic surgeons that work with hair transplant patients, Dermatologists, Medspas, and other non-surgical hair replacement/restoration centres.
We started to build out a list of prospects for each category using Linkedin, Instagram, FB, Alignable & Email.
During this time frame, we worked on warming up our email accounts that we created using burner domains we purchased to ensure they do not end up in spam, increasing our email open rates.
Stage 2: Testing Various Approaches
Once we had a database of companies, we needed to automate the process of contacting many businesses we identified above. We configured a dedicated campaign for each business category mentioned above to track the data.
Once the emails and social outreach campaigns went out, we tested various templates/scripts to see which generated the best results. We also analyzed the responses to understand which industries and templates performed best.
We tend to personalize our outreach based on the audiences we are reaching out to. We go through their bios, websites, some news sources (for brands), and their articles, accolades, etc, that can be found on their websites, profiles, or Google news.
We also set up automated follow-up sequences for prospects that did not open or respond accordingly.
As a general rule, our outreach scripts follow these templates/frameworks:
a) content makes perfect sense for your target group,
b) provides some value to them or generates curiosity (what we call pattern interrupt) or touches on their desire/pain point, and
c) ends with a clear call to action or a question that starts a conversation.
The CTA should be the answer to a crucial question our addressee will be asking themselves, that is: “What do they want from me?”
We love using case studies in the first or follow-up messages/emails as that skyrockets the trust among prospects!
Here’s an example of an initial outreach message we sent to a trichotillomania specialist:
Preliminary results after Stage 1 and 2
At this point, some groups and messaging showed more promising results than others on different platforms.
From all the different groups of people we reached out to, we got a lot of positive responses from:
– Associations & Support Groups
– Medical Spas
We also noticed that when it came to scripting, when we mentioned our client’s system was covered by insurance, that increased the positive response rates from potential referral networks we reached out to. Case studies and photos showcasing our client’s work helped significantly in getting and building social proof and authority.
We send 1200-3000 emails weekly and about 1000-1200 social outreach a week, and our open rate remains at least 70-85% on average for email response rate within a 1-5% mark.
With a proper target audience and email template, we were ready to scale up our campaign.
Stage 3: Doubling Down On The Most Promising Categories
After establishing an effective outreach method and seeing results, we started focusing on what was working and scaling our efforts to other locations where our client is licensed to serve.
During the active prospecting phase, we continued searching for prospects in categories with the highest response rate. We expanded our platforms to include another social platform, in this case, the Alignable app.
Key takeaways
The whole highly personalized approach to cold outreach stems from the two guide principles that make your prospect love you instead of hating you:
Rule #1: Create a personal message because you’re sending it to a personal business mailbox or inbox, where personal messages usually come.
Rule #2: Sending that message, show your addressee that you actually DO give a damn about them before you assume they will give a damn about you.
By following the two rules each time we see excellent results very quickly!
Final Results
For our client campaign, over 7 weeks, we generated 27 positive responses from our outreach efforts. That’s, on average, between 1-3% positive responses from total outreach numbers across multiple platforms.
From that, we booked 8 referral network appointments for our client, with about 18 others still in the pipeline waiting to be booked in the coming month.
(See appendix image below)
If you want to learn more about our B2B Cold Outreach Program, feel free to contact us today!
If you’re not leveraging your business with cold outreach, there’s a lot of untapped conversion potential in your future. If your cold outreach has not been successful, maybe you need to take a new approach.
Cold emailing and cold social outreach at scale can work – you just need to apply the right strategy.