Revitalising a disengaged audience
With a clear value proposition and a highly focussed audience of educators, generating new leads with email marketing should have been a cinch for Focus Media.
Frustratingly, this wasn’t proving the case, so Focus Media’s co-founder and director, Justin Price, turned to team Kulea to breathe new life into Focus Media’s outbound strategy… with remarkable results!
Details
Company Name: Focus Media.
Date: June 2022 – present
Website: focusmediauk.com
Focus Media are a full service advertising agency who work with hundreds of clients within the UK education sector.
BDaaS steps in
Having witnessed first hand how effective Kulea’s BDaaS services could be (Justin’s wife and co-founder, Antonia, used our services to help launch her new business, AdPlan), Justin was confident Kulea could achieve similar results for Focus Media.
Whilst historically, email marketing and cold outreach had proven highly successful for Focus Media, more recent results had faltered, and with email open rates lower than 5%, Justin’s significant investment into Mailchimp simply wasn’t paying dividends.
Solving the Problem
Focus Media’s existing marketing list had been burnt through overuse of shared IP’s (thank you Mailchimp!) and subscriber disengagement.
Rather than building on these shaky foundations, team Kulea ran a data analysis to cream off those contacts that had engaged with Focus Media comms within the past six months, and shelved the remainder to focus on building a new contact database of manually prospected sales and marketing contacts.
Splitting outreach activity by IP and domain, we then embarked on a six month drip campaign that reengaged the stagnating contacts whilst simultaneously entering new contacts into our existing BDaaS process.
BDaaS services provided
- Ideal Customer Profile (ICP) definition
- Data analysis, strategy and segmentation
- Outreach email writing
- managed email marketing services
- Prospecting and data cleansing
- Email outreach automation
- Dedicated inbox/diary management and appointment setting
“The meetings just keep on flowing in!
Not only have you been able to completely revitalise what was fast becoming an unusable contact list, you’ve also managed to source and manage a completely new stream of leads. Really impressed guys, thank you for all the hard work and everything you’ve achieved for us”
The Results
We were confident that we’d achieve some pretty punchy results for Justin and the team, but even we were amazed when the campaign managed to generate meetings with representatives from 33 new businesses in just one month!
New contacts a month
%
Of existing contacts re-engaged
%
Average response rate
Businesses represented in Nov meetings
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From generating top of funnel awareness, to booking bottom of funnel sales meetings, BDaaS manages the complete outreach process for you through a combination of technology, team and tactics.