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Client Overview
GrowthSpree partnered with Atheer to execute an Account-Based Marketing (ABM) strategy aimed at driving qualified leads (SALs) from key target industries. The goal was to engage decision-makers in field service operations, after-sales, service leaders, and technologists within target companies.
ABM Campaign Overview: Strategy and Execution
Target Audience and Segmentation
Atheer's ABM strategy targeted senior professionals across several industries:
- Field Service Operations
- Automotive (Service Leaders and After-Sales)
- Technology and C-Suite Executives
- Aftermarket Equipment Maintenance
The campaign focused on LinkedIn and Email outreach, with tailored messages designed to resonate with each segment’s specific pain points and needs.
Campaign Types and Targeting
Campaigns were segmented based on job seniority (e.g., Directors, Managers, VPs) and revenue (e.g., $20M–$100M), ensuring outreach to key decision-makers and influencers in organizations with large field service operations.
Key campaigns included:
- Automotive Service Leaders
- Field Service East (Pre/Post Events)
- Aftermarket Equipment Maintenance
- POS Service Network
- Security Service Leaders
Campaign Performance Insights
January to March 2024 Results
- Total Leads Generated: 754 prospects across various industries, including automotive, service operations, and technology.
- Total Outreach: More than 736 LinkedIn connection requests sent across multiple campaigns with solid engagement, especially from field service managers and after-sales executives.
- Campaign Performance Metrics:
- Connection Acceptance Rate: 15% to 35% across campaigns.
- Engagement Rate: Up to 53.85% of replies in some targeted campaigns.
- Interested Leads: 3.90% of all prospects showed genuine interest, validating the targeting approach.
- Connection Acceptance Rate: 15% to 35% across campaigns.
Best Performing Campaigns:
- Service Council (Pre-Event & Post-Event):
- Connection Request Sent: 540
- Replied: 94
- Interested: 12.76%
- The campaign targeted service and operations leaders and generated significant interest with a high engagement rate.
- Connection Request Sent: 540
- Field Service East (Pre-Event):
- Connection Request Sent: 323
- Accepted: 46 (15.28%)
- Interested: 23.91%
- High engagement among managers and directors, particularly in North America.
- Connection Request Sent: 323
- Automotive Service Leaders:
- Focused on Director and Manager level decision-makers in North America and Europe.
- Interested Leads: 8, with 33% reply rate and 25% interest.
- Focused on Director and Manager level decision-makers in North America and Europe.
Performance of Different Outreach Methods:
- LinkedIn (Dripify and Direct InMail):
- High Connection Rate: 15-35% with strong engagement on service operations and after-sales leadership content.
- Effective Interest Generation: Personalization in outreach resulted in multiple meaningful responses.
- High Connection Rate: 15-35% with strong engagement on service operations and after-sales leadership content.
- Email Campaigns:
- Focused on targeting after-market maintenance and security service leaders.
- Open Rates: Reached up to 50% for relevant campaigns.
- Click-Through Rates (CTR): Above 16% for email marketing efforts.
- Leads Generated: 39 leads from Aftermarket Equipment Maintenance campaign, demonstrating solid engagement from high-value industries.
- Focused on targeting after-market maintenance and security service leaders.
Strategic Takeaways and Future Plans
Key Learnings:
- Targeting Precision: Focused outreach to high-value, senior roles such as Directors, Managers, and VPs in relevant industries yielded higher engagement and interest, especially in field service operations and after-sales services.
- Personalization is Key: Tailoring messages around specific pain points (e.g., service efficiency, cost reductions, and field service optimization) enhanced campaign performance, with high engagement rates.
- LinkedIn and Email Synergy: Combining LinkedIn connection requests with personalized email follow-ups proved effective, resulting in higher acceptance rates and increased response rates.
Areas of Focus for Future Campaigns:
- Enhanced Content and Creative Testing: The success of service-related content (like case studies and testimonials) will be expanded. Future campaigns will include more video testimonials and case study videos to drive higher engagement.
- Expand Regional Focus: Given the success in North America and Europe, future campaigns will also expand into Asia-Pacific and Middle Eastern markets, which showed increasing interest.
- LinkedIn InMail Optimization: The InMail strategy proved successful, but further optimization, especially for targeting specific service operations leaders and C-suite executives, will be prioritized.
Conclusion
Atheer’s ABM strategy demonstrated strong performance across the first quarter of 2024, delivering a high ROI with a focused approach targeting high-value industries. By leveraging LinkedIn and email outreach, GrowthSpree achieved significant lead generation and engagement, particularly within the automotive and field service sectors. Going forward, Atheer’s ABM strategy will expand on this momentum, further enhancing its content-driven approach, optimizing targeting precision, and scaling its efforts in high-growth regions.
