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Outreach campaigns with HubSpot and Apollo

Dive into this behind-the-scenes exploration of our recent collaboration with Ventus Global Logistics. From leveraging sophisticated outreach strategies and tools to overcoming unique challenges, learn how we fortified Ventus' sales pipeline and positioned them for sustainable growth.

About Ventus Global Logistics:

Ventus Global Logistics has a rich history, spanning over three decades, dedicated to providing clients across North America with a comprehensive suite of logistics and custom broker services.

With transparency, honesty, and unwavering expertise, they've carved out a significant place for themselves in the U.S. and Mexican markets.

Project and Goal:

The primary objective of our collaboration with Ventus was to amplify their sales potential. By implementing a nuanced outreach strategy, we aimed to provide their sales team with a fresh channel for sourcing potential client meetings.

For Ventus, diving into this venture was synonymous with charting unfamiliar waters. They hadn't previously engaged with tools like a CRM, an automated email sender, a data repository like Apollo, nor had they strategically explored similar outreach initiatives.

Our Strategy - What did Digifianz do?:

1. Strategic Design Based on Objectives and Target Audience:
We initiated our strategy by designing a plan focused on achieving specific objectives: securing meetings and direct sales opportunities. Our target was clear - leaders in the transportation or exportation sectors from companies in Mexico and the USA.

2. Identifying Prospects with Apollo:
Next, we utilized Apollo to compile lists of these targeted contacts. This step was crucial in ensuring that our efforts were directed towards the most relevant audience.

3. Creating a HubSpot Landing Page:
With our audience identified, we developed a landing page on HubSpot. This page not only provided information but also extended an invitation for a free consultancy. Key components included the creation of forms and Call-To-Actions (CTAs), along with embedded calendar links for scheduling meetings, all integrated and automated within HubSpot to establish a smooth contact flow for the campaign.

This landing page, armed with high-quality videos and detailed service offerings, also housed a limited-time offer: a 1-on-1 consultation with Ventus' logistics and customs experts.

The call-to-action was always a direct link to our team's calendar to ensure streamlined scheduling.

4. Developing HubSpot Workflows and Email Sequences:
We then crafted workflows in HubSpot, comprising email sequences that invited prospects to the consultancy. The CTA in these emails was a direct link to the website, encouraging visits and engagement.

5. List Creation and Segmentation in HubSpot:
Our strategy involved creating lists in HubSpot with the contacts previously sourced from Apollo. We segmented these lists into English and Spanish, allowing us to send targeted communications in both languages, addressing our diverse audience effectively.

6. Activating Workflows and Continuous Measurement:
We initiated the workflows based on these segmented lists, marking the start of our campaign. Continuous measurement and minor adjustments were made to nurture our sales funnel in HubSpot, leveraging new meetings with cold-contacted prospects.

7. Learning and Evolving:
The campaign provided valuable insights. Besides keeping it active for future CRM opportunities, we used the learned metrics to develop a 2.0 version of the campaign. This new version, targeted exclusively at the USA, replaces the free consultancy offer with a cost estimator tool on a HubSpot form in a landing page. This tool promises a logistics service cost estimate within 48 hours, serving as a new engagement driver for cold communications with our target audience.

The HubSpot Role:

Everything - right from email sequences, landing pages, contact calendars, to metrics – found its place on HubSpot.

HubSpot was integral, hosting everything from email sequences and landing pages to contact calendars and metrics. Contacts from Apollo were seamlessly segmented into HubSpot lists, triggering automated email workflows. A crucial aspect was the automation stopping emails once a meeting was scheduled, ensuring efficiency and relevance in communication.

Through this structured approach, we ensured that each step was methodically planned and executed, leading to the successful nurturing of our sales funnel and achieving our set objectives.

Main Challenges:

The most significant challenge was Ventus' inaugural experience with a myriad of tools and strategies.

There was an inherent learning curve, demanding time and patience, before successfully rolling out campaigns.

Additionally, the entire sales team had to become accustomed to a HubSpot-connected calendar and the transition to a HubSpot pipeline for monitoring potential clients.

Results and Outcome:

We dispatched a whopping 738 cold outreaches.

This resulted in an average open rate of 13% across the three-email sequence, with the third email achieving a click rate of 3% and a reply rate surpassing 1%.

Overall, this endeavor furnished Ventus with 10 direct sales opportunities.

Guidance and Continuity

While this outreach campaign is a testament to the harmonization of marketing and sales teams, we plan to continually refresh the contact lists monthly, ensuring Ventus continues to benefit from regular outreach.

Conclusion

The collaboration between Digifianz and Ventus Global Logistics has not only amplified their sales potential but has also imbued them with a more profound strategic understanding.

With every step, Ventus grows more adept, hastening their campaigns and consistently chasing better results.

If you are in search of a qualified partner for crafting your own outreach campaign, we would love to speak with you!