A success-driven digital marketing firm called Brand Heroes is rewriting the book on how to interact with brands. The teams at Brand Heroes give B2B firms in the USA with the skills and technology they need to publish their content to reputable news websites.
Alex Johannes
Managing Director
Since Brand Heroes targeted several segments, the company encountered the undermentioned issues from multiple directions
Small and medium-sized companies: While finding the right person at large corporations proved to be a challenge, the client also had problems crafting messages for small and medium-sized companies. It was necessary to find the right wording and highlight the benefits relevant to such businesses.
Startups: Startups that have secured Series A funding were the clients' main focus. The search was not turning up any prospects who would fit the ICP, though.
Event agencies: It was the most fruitful direction following COVID 19. Many businesses that relied on events to attract new clients required help making the transition from live to virtual events.
Businesses utilizing Drupal: Many companies will need to alter their content management system and move to another platform because Drupal 7 is nearing its demise. While some prospective customers were aware of it and began to investigate WordPress, other candidates had not yet grasped the significance of making modifications. It is the cause of this segment's complexity, which necessitated extensive investigation and the use of precise phrasing. It aided in demonstrating the client's knowledge and substantiating how it relates to the requirements of future clients.
A. Initial strategy
To increase sales, the client relied on face-to-face encounters. This approach allowed us to maintain our routine:
Targeting: We looked for organizations involved in the retail, fashion, apparel, and entertainment industries that had offices in New York, USA, and were willing to meet with the client's representatives in person.
Writing templates: To encourage prospects to plan a face-to-face (F2F)meeting with a Brand Heroes representative, we used a series of templates.
Nurturing: In order to ensure that the prospects reached the narrow end of the sales funnel and could be transferred to the client's sales teams, our SDRs guided the prospects through each stage of the funnel.
B. Corona scenario
There has been a dramatic decrease in F2F leads since the COVID 19 crisis began. Throughout December, our F2F campaign performance declined, with a greater number of negative answers than scheduled meetings.
In our situation, the problem was the imminent COVID 19 disaster. We had to adapt on the fly and revise our templates, methodologies, and sales development strategies for Brand Heroes when Covid-19 hit.
For our staff, this was indeed a difficult situation. We conducted extensive analytics, participated in numerous brainstorming sessions, and launched numerous A|B testing campaigns in order to optimize each direction and extract the maximum productivity out of every campaign.
1) Small and medium-sized enterprises
We took extra care to choose the best strategy in order to reach and engage as many target audience groups as we could. Before we could determine which campaign would be the most successful, our copywriter teams tested at least six different templates and cadences.
2) Startups
Because it was difficult to find firms that had just obtained Series A funding, we had to restrict our search to 50 leads per week.
3) Event planners
During the pandemic, this advice came in really handy. Businesses from this section needed help adjusting to the new reality of social isolation and quarantine after presentations, conferences, leads, conventions, and various other live activities had to be canceled. They required changing how they advertised their services, developing communication plans, and setting up fresh virtual events.
Brand Heroes' services were therefore extremely pertinent to these potential customers. As a result, it didn't take long to put our research, template authoring, and phrasing into practice.
4) Our client's Ideal Customer Profile was expanded
It requires a great deal of precision and investigation to comprehend how other users of technology use it. We started by broadening the client's Ideal Customer Profile to generate accurate statistics.
5) Email drip campaigns
We continued to warm up our prospects on LinkedIn in addition to all of our outreach and research initiatives to spark their interest in the client's product and forge connections. These efforts focused on engaging the LinkedIn community and subtly asking potential customers about their business continuity strategy.
We started and modified the approach for Brand Heroes throughout the course of nine months. Within this time span, we had to address the difficulties brought on by the COVID 19 problem and nearly entirely rebuild our strategy.
We were able to attract and book leads with prestigious businesses including FOX, JTI, Macy's, Swatch, Armani, The Guardian, and CBS because to our prompt response to the new problems.
We set up more than 50 business leads with potential clients from the SMB market, the event and entertainment industry, as well as other target audiences.
The open rate stayed above 25% throughout even the most trying times, which is an excellent standard.
It's vital to be incisive and exact in your language: When you put enough effort into it, a few words can turn the tide of an entire campaign. As a result, spending time developing a sales offer that resonates with your prospects will pay off with a higher rate of favorable responses and more lucrative agreements. It will also help you get through the most trying circumstances because your potential customers won't want to overlook such an experienced vendor.
Flexibility: While addressing B2B difficulties, Bruce Lee's famous adage "Be the water" will be helpful. You must remain flexible, vigilant, and fast to adapt to new changes if you want to succeed. Therefore, even if everything is going well and your campaigns are succeeding, you should still create a Plan B and even a Plan C in case of an emergency.
Test the Plan B strategy every time: It is insufficient to have a Plan B just on paper. You must confirm that it functions. As a result, you should bring your team together, discuss, and practice your backup plan to ensure that it will work when you need it.
Be responsive to market trends: On the market, nothing remains the same. It is constantly touched by a wide range of events, including economic shifts and epidemics.
Never hold off till the storm arrives: Before the effects offorce majeure begin to have an influence on your company, you must be able to see the writing on the wall and begin protecting your campaigns.
-min-p-800_11zon.jpeg)
.jpeg)
-min%2520(2).jpeg)
