A B2B lead generation software company needed to establish itself in a crowded market. Its product had to earn attention from buyers already receiving similar sales pitches.
Offscript Growth connected LinkedIn outreach, content, webinars, cold email and a Slack community into one acquisition programme. The work gave prospects several ways to discover the product, understand its value and begin a sales conversation.
A new product competing for an established buyer’s attention
The client was still finding its go-to-market approach. Sales cycles were long, email deliverability was weak, and LinkedIn outreach attracted too few responses.
Sending more messages through those channels would leave the underlying positioning problem unresolved. The campaign needed more relevant targeting and more opportunities for buyers to understand the product before a demo.
LinkedIn outreach supported by useful content
We built outreach around decision-makers who matched the client’s ideal customer profile. Personalized connection requests and follow-up messages created direct opportunities for conversation.
Alongside outreach, we developed posts, articles and product-related updates to explain the company’s expertise. Prospects could encounter that thinking before or after receiving a message.
Webinars that gave buyers room to explore
Live webinars brought together expert speakers, product demonstrations and interactive discussion. This format gave prospective customers a chance to ask questions and evaluate the product in more depth.
Cold email with a clearer reason to reply
We refined the email messaging around the audience’s needs and the value of the offer. Subject lines, message content and calls to action were tested through A/B campaigns.
Email and LinkedIn formed part of the same acquisition programme, with content and webinars providing further ways to engage.
A Slack community for continued engagement
We built a Slack community and promoted it through social media and newsletters. Sales resources gave people a reason to join, while the community provided a place to continue discussions beyond an initial message.
A connected programme across five channels
LinkedIn outreach and content, live webinars, cold email and community building formed the campaign. Each channel gave prospects a different way to engage with the product and the team.
Build a more connected acquisition programme
If your software company has several acquisition channels but an inconsistent flow of conversations, we can help examine the targeting, message and next step across each one.
Figures are reported by Offscript Growth for the engagement described. Booked appointments, attended meetings, leads and revenue are different measures. These results are not independently audited or a guarantee of future performance.