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Client Overview:
In partnership with us, LightMetrics implemented Account-Based Marketing (ABM) strategies to engage key decision-makers in its target industries and generate high-quality sales opportunities. This case study presents the results of the ABM outreach conducted between January and March 2025, which targeted decision-makers across multiple industries.
Key Objectives:
- Engage Key Accounts: Reach out to decision-makers in target industries, with a focus on generating SQLs (Sales Qualified Leads).
- Maximize Conversion to Opportunities: Move SQLs into Opportunities by continuing engagement through follow-ups and further nurturing.
- Optimize Platform Performance: Compare the performance across different platforms (Dripify and Lemlist) to determine which generates the highest ROI in terms of engagement.
Campaign Breakdown:
The outreach strategy was implemented using two key platforms: Dripify and Lemlist, with a focus on targeting top-level decision-makers. The campaign results from January to March were as follows:
Overall Performance:
SQLs Breakdown by Industry:
- Product: 7 replies
- Sales: 5 replies
- Management: 4 replies
- Geo Tab Event: 12 replies
1. Platform Performance Analysis
The outreach was executed on two primary platforms: Dripify and Lemlist. Here is the performance comparison:
Insights:
- Dripify showed significantly higher engagement, generating 24 SQLs and 13 opportunities compared to Lemlist, which generated 4 SQLs and 2 opportunities.
- The reply rate on Dripify was 37.42%, while Lemlist’s was only 2.67%, indicating better performance on Dripify.
2. Campaign Performance Breakdown
Here’s a more granular look at the campaign performance for key account owners Sandy and Jacob:
Campaign: Sales
Insights:
- Dripify outperformed Lemlist in the Sales campaign, generating 25 replies, 3 SQLs, and 2 opportunities.
- Lemlist generated 1 SQL and 1 opportunity, showing lower performance.
Campaign: Management
Insights:
- Dripify generated 3 SQLs and 2 opportunities in the Management campaign, while Lemlist generated 1 SQL and 1 opportunity.
3. Industry Insights
- Industries with the Most SQLs:
- Telematics and IT & Services were the dominant industries for generating SQLs, with decision-makers from Product Management and Sales showing significant interest.
- Telematics and IT & Services were the dominant industries for generating SQLs, with decision-makers from Product Management and Sales showing significant interest.
- Industries with Low Interest:
- Transportation and Logistics had more Not Interested replies, suggesting that messaging or targeting may need adjustment for these industries.
- Transportation and Logistics had more Not Interested replies, suggesting that messaging or targeting may need adjustment for these industries.
- Job Titles:
- Senior roles such as Directors, VPs, and Founders showed the highest level of engagement and were the key decision-makers in the targeted accounts.
4. Key Takeaways and Optimization Recommendations
Successful Elements:
- Dripify's Effectiveness: Dripify was more successful, generating 24 SQLs and 13 opportunities compared to Lemlist’s 4 SQLs and 2 opportunities. This suggests Dripify is the preferred platform for engaging high-value prospects.
- Targeting Senior Roles: Focusing on senior-level decision-makers such as Directors and VPs resulted in more engagement and SQLs.
Areas of Improvement:
- Industry Targeting: While the Telematics and IT & Services sectors performed well, the Transportation and Logistics sectors showed lower engagement. Fine-tuning the messaging for these industries could yield better results.
- Conversion to Opportunities: Even though SQLs were generated, converting them to Opportunities could be improved by more focused follow-ups and nurturing strategies.
Conclusion
The ABM strategy for LightMetrics successfully engaged key decision-makers and generated high-quality SQLs and Opportunities. By focusing on Dripify, refining industry targeting, and optimizing outreach to senior roles, LightMetrics achieved solid engagement. Moving forward, the focus will be on nurturing these SQLs and further optimizing the conversion process to maximize opportunities.
