REVOLUTIONISING B2B LEAD GENERATION
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1. Overview
2. The Challenge
Ethical Angel faced a formidable challenge: introducing and establishing its unique service within the competitive corporate landscape with no direct competition. Our mission was to create a scalable, measurable, and cost-effective growth strategy that not only introduced but firmly established Ethical Angel in the market.
We began with a detailed phase of forecasting and budgeting aligned with Ethical Angel’s ambitious goals and developed a robust framework to support expected growth. Central to our strategy was integrating crucial data points to inform decisions and measure progress effectively. We also crafted a distinct brand identity and content strategy aimed at generating awareness, engaging, and educating potential corporate clients about Ethical Angel’s unique offerings.
THE OUTCOMES WERE EXTRAORDINARY: A 520% INCREASE IN B2B MEETINGS AND 577% GROWTH IN PIPELINE AVERAGE RECURRING REVENUE (ARR), ACHIEVED WHILE MAINTAINING COST PER ACQUISITION TARGETS. This case study illustrates the impact of strategic planning, data-driven decisions, and creative brand positioning in driving significant growth in the B2B sector. It serves as a blueprint for similar businesses aiming to penetrate highly competitive markets with innovative services.
Key Challenges
- Lead Generation and Conversion: Ethical Angel grappled with a fundamental issue – a lack of leads that progressed to meaningful meetings. This bottleneck severely limited their ability to form new corporate partnerships, crucial for their model of facilitating impactful CSR projects.
- Scalability of Lead Generation: The absence of a scalable system for increasing leads further compounded their growth challenges. Without a clear strategy to attract and engage more corporate clients, Ethical Angel’s capacity to expand its reach and impact was stifled.
- Brand Identity and Cohesion: The company struggled with brand identity and fragmentation. A consistent and compelling brand message is vital for standing out in the increasingly crowded CSR space. However, Ethical Angel’s message was diluted across various platforms and communications, leading to confusion about its unique value proposition.
Performance Measurement and Planning: Perhaps one of the most significant hurdles was the lack of understanding and measurement of performance. Without concrete data or a plan to evaluate and enhance their strategies, Ethical Angel found it challenging to identify areas for improvement or to strategise effectively for growth.
These challenges painted a complex picture for Ethical Angel, requiring a MULTIFACETED APPROACH TO ADDRESS ISSUES RELATED TO LEAD GENERATION, SCALABILITY, BRAND IDENTITY, AND PERFORMANCE MEASUREMENT. The need for a strategic overhaul was evident, prompting a collaboration to devise and implement a comprehensive growth strategy. This strategy aimed not only to resolve the immediate challenges but also to lay a foundation for sustainable, long-term success.
3. APPROACH AND IMPLEMENTATION
Discovery Phase: The foundation of our strategy was built upon an in-depth discovery phase, characterised by a series of detailed meetings, calls, and ongoing communication with Ethical Angel’s key personnel. This critical first step allowed us to gain a comprehensive understanding of the company’s existing marketing infrastructure, performance levels, prevailing challenges, and strategic goals. By immersing ourselves in the nuances of their operations, WE WERE ABLE TO DIAGNOSE THE ROOT CAUSES OF THEIR STAGNATION AND IDENTIFY LEVERAGE POINTS FOR GROWTH.
Strategy Development: The insights garnered from the discovery phase illuminated a fragmented approach to marketing and an underutilisation of existing technology — challenges primarily stemming from legacy decisions made throughout the business’s evolution. It became evident that a strategic realignment was necessary, focusing on the optimal use of technology and a shift in marketing tactics. The core of our strategy revolved around enhancing brand awareness and engagement with key stakeholders within large corporations, navigating the complexities of their prolonged and intricate decision-making processes. This necessitated a nuanced approach, differentiating the engagement methods for various stakeholders based on their seniority and interests, and implementing digital enhancements to refine the existing system.
Implementation Plan: The execution of our strategy was meticulously planned through the creation of a work stream log, detailing all required tasks to effectuate the necessary changes. This comprehensive plan spanned from rebranding efforts and optimising the customer journey to upgrading digital infrastructure and refining advertising channels. A pivotal component was the development of a full reporting dashboard, integrating with the initial forecasting to provide real-time insights into performance against objectives. THE IMPLEMENTATION DEMANDED RELENTLESS DEDICATION, WITH ROUND-THE-CLOCK EFFORTS AND REGULAR, STRUCTURED COMMUNICATIONS WITH ALL RELEVANT STAKEHOLDERS, including monthly reports to the board.
Collaboration: Given the limited size of Ethical Angel’s team, a collaborative approach was imperative. Work streams were strategically distributed among available resources, including significant contributions from our team, who not only managed the project but also actively participated in executing numerous tasks as the subject matter experts (SMEs). This collaborative environment was instrumental in fostering a sense of unity and shared purpose, enabling us to lead by example and educate the Ethical Angel team throughout the process. THE JOURNEY CULMINATED IN THE SUCCESSFUL HANDOVER OF ALL SYSTEMS AND PROCESSES TO THE INTERNAL TEAMS, ENSURING THEY WERE FULLY EQUIPPED TO SUSTAIN AND BUILD UPON THE NEWLY ESTABLISHED GROWTH TRAJECTORY.
The approach and implementation phase were a testament to the power of strategic alignment, collaborative effort, and the effective use of technology and data-driven insights to transform marketing practices. By addressing the foundational issues and building a robust infrastructure for growth, we set Ethical Angel on a path to achieving unprecedented success in their lead generation and stakeholder engagement efforts.
4. THE RESULTS
In the Ethical Angel case study, we observed a pronounced seasonality in lead and meeting growth, with a notable decrease in the lead-up to Christmas. Despite this seasonal fluctuation, growth momentum resumed robustly into 2024. FROM SEPTEMBER 2023, WITH A PIPELINE ANNUAL RECURRING REVENUE (ARR) OF £192,000, WE ACCELERATED TO AN IMPRESSIVE £1.3 MILLION BY SPRING 2024. This represents a remarkable growth of approximately 577% over just six months. This trajectory underscores Ethical Angel’s strong market positioning and the effectiveness of our strategic initiatives, setting a solid foundation for sustained growth.
5. CONCLUSION
In concluding this case study on Ethical Angel, we cannot overstate the immense gratitude we have for the dedicated team with whom we had the pleasure to collaborate. THEIR HARD WORK, COMMITMENT, AND ENTHUSIASM WERE PIVOTAL IN ACHIEVING THE OUTSTANDING RESULTS WE OBSERVED. It’s always inspiring to work alongside a group so invested in their mission and so passionate about making a meaningful impact.
Throughout this project, it was evident that Ethical Angel required a nuanced approach. This is a common scenario for many businesses deeply embedded and emotionally invested in their operations. THE INTRODUCTION OF AN EXTERNAL PERSPECTIVE, SUCH AS THE ONE PROVIDED BY D1GITISE, PROVED TO BE INVALUABLE. Our external viewpoint helped to introduce fresh ideas and innovative strategies that may not have been considered otherwise.
We would like to extend a heartfelt thanks to Ethical Angel for trusting D1gitise with their business needs. Your faith in our capabilities has not only been a catalyst for growth but has also fostered a productive and creative environment for both our teams.
As we look forward to continuing this journey with our Evolve service, we are excited to assist Ethical Angel in navigating the next phase of their growth. The potential for further achievements is significant
Ready to replicate Ethical Angel’s success and transform your business? Don’t let another opportunity pass you by. Connect with us today to embark on your journey towards exponential growth and measurable success. Whether you prefer a detailed discussion via email, a direct phone call, or a personalised meeting scheduled at your convenience through our online booking system, we are here to tailor our strategies to your unique needs.
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