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Objective
The core objective of the campaign was to:
- Test the ICP hypothesis by engaging with specific companies and job titles.
- Validate problem statements related to team communication and operational challenges.
- Evaluate messaging and positioning strategies by engaging with high-level stakeholders and collecting direct feedback.
GrowthSpree employed a combined outreach strategy using Lemlist and Dripify, focusing on LinkedIn and email outreach to engage prospects in key geographies: North America, Singapore, Australia, and India.
Campaign Execution
Targeting & Segmentation
The ABM campaign was segmented based on the following criteria:
- Industry: Primarily focused on growth marketing teams, product marketing, and customer analytics.
- Job Titles: Targeted decision-makers such as Growth Marketers, Product Marketing Managers, and VPs of Marketing.
- Company Size: Focused on companies ranging from 51-200 employees to 200-1,000 employees, with an emphasis on companies in the growth stage.
Outreach Channels & Tools
- Lemlist: Used for email outreach, targeting specific companies and job titles with personalized content and follow-ups.
- Dripify: Used for LinkedIn outreach, particularly for connection requests and InMail messages to increase engagement and response rates.
Outreach Status (Global Overview)
- Total Unique Companies Reached: 397
- Total Unique Prospects Reached: 885
- Replied: 42 (4.75%)
- Interested: 16 (1.81%)
- Not Interested: 9 (1.02%)
Performance by Region
North America
- Total Unique Companies: 358
- Total Unique Prospects Reached: 806
- Replied: 33 (4.09%)
- Interested: 9 (1.12%)
Key Observations:
- Growth Marketing (66.6%) was the dominant job title among interested leads.
- The 51-200 employee size range was the most responsive, contributing to 77.8% of interested leads.
Singapore
- Total Unique Companies: 9
- Total Unique Prospects Reached: 13
- Replied: 1 (7.69%)
- Interested: 1 (7.69%)
Key Observations:
- High engagement despite the small sample size. Demonstrated potential interest from a niche audience.
Australia
- Total Unique Companies: 16
- Total Unique Prospects Reached: 27
- Replied: 4 (14.81%)
- Interested: 3 (11.11%)
Key Observations:
- Product Marketing was the most common job title for interested prospects (66.6%).
- A relatively higher response rate compared to other regions.
India
- Total Unique Companies: 14
- Total Unique Prospects Reached: 39
- Replied: 4 (10.26%)
- Interested: 3 (7.69%)
Key Observations:
- Strong interest from Growth Marketing roles (66.6%), suggesting alignment with Fable’s value proposition.
Key Findings & Hypothesis Validation
ICP and Targeting Hypothesis:
- The majority of interested leads across all regions came from Growth Marketing and Product Marketing roles, confirming that Fable’s ICP is accurately defined, with particular traction in growth-oriented teams.
- Company Size: The most engaged prospects were from companies with 51-200 employees, supporting the hypothesis that Fable's solution is particularly attractive to mid-sized companies focused on growth.
Problem Statements:
- Feedback gathered indicated that the primary pain point for interested leads was improving team communication and streamlining workflows. This insight validated Fable’s messaging around efficiency and collaboration.
- Prospects expressed interest in platforms that provide real-time communication and integrated workflows, aligning with Fable's positioning as an operational communication tool.
Positioning and Messaging:
- The messaging that highlighted team collaboration and communication optimization resonated best with prospects, especially when tailored to the specific pain points of growth marketing teams.
- Value Proposition: The campaign validated that efficiency and ease of use are the most important factors when marketing to mid-sized companies.
Strategic Insights and Next Steps
Optimized Messaging:
- Tailored Messaging for Growth Marketing: Moving forward, Fable will prioritize messaging that speaks directly to efficiency in team communication and cross-functional collaboration.
- Content Strategy: Leverage the validated pain points to develop content such as case studies, webinars, and explainer videos that highlight how Fable addresses specific challenges in marketing and product teams.
Regional Focus:
- North America and Australia showed the highest engagement rates. These regions will be prioritized for continued outreach, with adjustments to LinkedIn InMail and email content for better engagement.
- India and Singapore: While these markets showed interest, a more localized approach may be beneficial for future campaigns, focusing on specific challenges within each region.
Channel Strategy:
- LinkedIn Outreach via Dripify demonstrated solid response rates. Email campaigns (via Lemlist) were also effective, but open rates can be improved by further personalization and segmented messaging.
- LinkedIn InMail and email follow-ups will be more aligned with the interest levels from previous campaigns, targeting prospects who have already shown initial engagement.
Conclusion
The ABM campaign for Fable successfully validated key hypotheses around the ICP, problem statements, and positioning. With clear insights into which job titles and company sizes are most responsive to Fable’s messaging, the next phase will focus on optimizing outreach efforts in high-performing regions and further tailoring content to address the specific pain points of growth-focused teams.
By refining the targeting, messaging, and channel strategies, Fable is well-positioned to enhance lead conversion and drive stronger engagement with its ideal customer base moving forward.
