How the Project Began
Bulu Group, a fulfillment company known for its innovative subscription box services and multichannel order processing, connected with SalesAR through a referral from one of our satisfied clients. Their focus on personalized, tech-driven solutions aligned perfectly with our tailored approach to B2B lead generation.
Initially, Bulu aimed to collaborate on a short-term project, exploring new email outreach and LinkedIn outreach strategies. As the results began to show real impact, our collaboration naturally evolved into a long-term partnership.
Bulu’s active involvement throughout the project played a huge role in refining our approach. Their insights and quick feedback helped us optimize outreach campaigns and achieve faster, more tangible results. Together, we ensured that every aspect of the strategy aligned with their goals, particularly targeting industries like Food, Nutrition, Vitamins, and Pet Brands.
This synergy enabled SalesAR to deliver a strategic, result-driven B2B appointment setting campaign that expanded Bulu’s market reach and strengthened their presence in key sectors.
“This has probably been one of the best approaches that we’ve come up with together. We’ve closed a couple of deals, including one with a very meaningful client in terms of revenue and reputation. This strategy has allowed us to capitalize on our event investments, ensuring every minute and dollar spent was worth it. People really respond to shared experiences, making them more open to conversations and connections to our work.”
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Objectives, Challenges, and Goals
Bulu Group needed to secure qualified B2B leads that seamlessly transitioned into their sales pipeline. These leads needed to meet strict Ideal Customer Profile criteria, with a focus on industries such as Food, Nutrition, Vitamins, Supplements, and Pet Brands.
Challenges
Bulu faced several key challenges in achieving their objectives:
- Identifying high-quality leads that matched stringent ICP requirements.
- Ensuring leads aligned with niche industry focuses to maximize conversion potential.
- Effectively transitioning leads into actionable sales opportunities.
Bulu Group did not impose limitations on the channels used for lead generation, giving us the flexibility to experiment and identify the best-performing methods.
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Preparation and Initial Work
We combined detailed research, content customization, and proactive outreach to create a strong foundation for the campaign’s success.
Database EnrichmentCompiled a robust database of 7,276 companies and 17,416 contacts, focusing on:
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Content Customization
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Proactive Outreach
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Results of A/B Testing
To activate the audience and determine the most effective outreach strategy, we conducted comprehensive A/B testing across various email outreach and LinkedIn outreach sequences.
Tested Approaches
- Buying Intent: Targeted prospects actively seeking services in related industries.
- Referral-Based Messaging: Leveraged shared connections or industry referrals to establish credibility.
- Seasonal Campaigns: Crafted messages around holidays, including Black Friday and Christmas, emphasizing urgency and relevance.
- Event-Based Campaigns: Focused outreach around industry events, using shared experiences and attendance as a connection point.
Key Findings
The event-based campaigns consistently outperformed other approaches. By targeting leads who attended or exhibited at key industry events, we achieved significantly higher engagement rates. Prospects responded positively to personalized messages referencing shared experiences, making them more open to conversations.
This success led to the decision to scale event-based outreach, integrating it as a core strategy for future campaigns.
Results from A/B Testing
- Event-driven messages produced the highest open and reply rates, exceeding the performance of holiday and buying-intent-focused campaigns.
- Referral-based sequences also showed strong engagement, particularly when targeting decision-makers with warm leads
How Our Hypothesis on Event-Based Targeted Outreach Delivered Results
What’s the Concept?
Our event-based targeted outreach focused on connecting with companies and professionals who attended or exhibited at relevant industry events. This approach is effective because it leverages shared experiences, such as attending the same event, to establish rapport and open the door to meaningful conversations.
Key reasons this strategy works:
- Prospects are already engaged in the industry and receptive to discussions.
- Referencing shared experiences, like being at the same event, builds trust and credibility.
- Messaging can align with the event’s themes, ensuring high relevance.
How to Conduct Research
We began by identifying high-profile conferences and trade shows that attract Bulu Group’s target audience in industries such as Nutrition, Food, and Pet Brands. Using event websites, LinkedIn, and past attendee lists, we compiled a list of relevant companies and professionals.
Our research focused on decision-makers such as:
- C-level executives (CMO, CTO, CEO)
- Vice Presidents (Sales, Marketing, Product)
- Directors of Partnerships and Product Managers
By analyzing attendee lists from past and current events, we ensured a strong, targeted prospect database.
How to Set Up the Outreach
We designed both pre-event and post-event outreach campaigns:
- Pre-event outreach: Scheduled meetings with prospects before the event to maximize the value of in-person interactions.
- Post-event outreach: Followed up with attendees after the event to continue conversations and explore potential opportunities.
Both email outreach and LinkedIn outreach were utilized, with LinkedIn proving particularly effective for building rapport.
Results of the Event-Based Outreach
This approach delivered exceptional results:
- Higher engagement rates due to personalized, relevant messaging.
- Increased trust and openness from prospects based on shared experiences.
- A streamlined connection to decision-makers actively seeking innovative solutions.
The success of this hypothesis validated event-based outreach as a core strategy, and we scaled it to achieve consistent, high-quality lead generation for Bulu Group.
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Responsible team
Results and Conclusion
The collaboration with Bulu Group demonstrated the effectiveness of combining strategic email outreach and LinkedIn outreach to achieve measurable results in B2B lead generation.
Email Outreach
- Over the course of the campaign, we deployed 10 distinct email sequences.
- Total Opens: 13,980 (25.36% Open Rate)
- Replies: 657
- Calls Booked: 5.9%
- High delivery rate of 99.14%, ensuring our messages consistently reached the intended audience.
LinkedIn Outreach
- Connections Requests Sent: 5053
- Connections Accepted: 612
- Follow-Up Messages Sent: 1,526
- Replies Received: 115
Steps That Led to Success
- Varied Messaging – Designed and tested 10 distinct email sequences tailored to target audience segments, including event-based, holiday-themed, and referral-focused messaging.
- Data-Driven Optimization – Leveraged metrics such as open and reply rates to fine-tune messaging for optimal performance.
- Event-Based Campaigns – Aligned outreach with industry events to engage prospects at moments of heightened relevance.
- Multichannel Approach – Combined email and LinkedIn outreach to maximize touchpoints and deepen engagement with decision-makers.
- A/B Testing – Analyzed the performance of 10 different mailboxes with iterations to subject lines, content structure, and timing.
Key Takeaways
- Email Outreach proved invaluable for reaching a broad audience, with a consistent delivery rate of over 99% and a robust open rate.
- LinkedIn Outreach provided a direct, personal way to connect with decision-makers, fostering meaningful interactions with over 100 replies.
- Event-Based Outreach emerged as a standout strategy, leveraging shared experiences to drive higher reply and engagement rates.
Gratitude and Final Thoughts
We thank Bulu Group for their trust and collaboration, which enabled us to test and refine innovative outreach strategies. Their quick feedback and active involvement were crucial in achieving these results.
With 657 replies from potential clients and dozens of meaningful interactions, this partnership highlights the power of combining tailored messaging with data-driven insights.
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