The Integrated Outbound Marketing & Sales Approach that an Energy Consulting Firm Used to Rapidly Secure Their Foothold in a New Target Market

Posted by LinkedSelling in Client Success Stories

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The Integrated Outbound Marketing & Sales Approach that an Energy Consulting Firm Used to Secure Their Foothold in a New Target Market

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The Challenge:

As Ed explained to us, Strategic Energy Group was trying to expand rapidly into new territories and needed to decide where to focus their efforts.

They had to take into account a highly competitive market with more engineering firms entering the space each day and it had been difficult to establish a foothold among so many vendors. “With more competition, you’re sitting around waiting for RFP’s and you’re competing with 20 other businesses often.”

In an effort to get an edge on the competition and create better relationships with his prospects before an RFP ever got sent out, Ed and his partners developed a brand-new program designed to get lower-risk, front-end offers to their ideal types of clients to get their foot in the door.

It looked good on paper but now they were left with a big challenge: how could they get this new list of targeted prospects into a sales conversation in the first place?

Ed started looking for solutions to this problem and anticipated having to hire a new sales rep, train them, and send them to conferences to meet their prospects. He even looked at some potential candidates to fill that role. It got to the point that Ed didn’t think he’d find anybody who had the skill set to fill the sales funnel with enough quality leads to fuel the number of sales opportunities they needed.

Time was becoming an issue and their pipeline was starting to empty.

That’s when LinkedSelling entered the picture.

The Solution:

We implemented our proprietary lead generation process to target Ed’s ideal client on his behalf, including C-suite executives in several different industries and immediately started to build strategic relationships with them. Through our lead gen and outbound sales process we’ve made strong inroads and gotten his prospects to book appointments on the calendar. 

Here's a high-level overview of the process:

Once we identified who he wanted to work with, we updated his LinkedIn profile to attract and speak directly to his primary prospects, and immediately began expanding his LinkedIn database. By increasing his connections to create a deeper pool of prospects, we were able to build a strong pipeline that nurtured these leads directly into a sales conversation.

To help position him as more than just another vendor and to position above the fray of the competition, we started a new LinkedIn group for him to create better rapport and trust upon first reaching out to new prospects.

From there we launched messaging campaigns that did more than just ask for a sale; through sharing great content, group invites, and tying his message to his clients' ultimate goal, we helped him create stronger relationships. This is especially beneficial if you are in a competitive market and you’re not getting enough inbound leads and other outbound strategies just aren’t providing enough lead volume.

What our process enables is trust first through LinkedIn, and THEN once we've built that, we integrate other outbound channels to ramp up the volume. Now Ed just has warmed up prospects booking phone calls where he’s been able to hone his pitch for this new service line.

The Results:

A Sales Pipeline Full of Quality Leads from Targeted Accounts and Significant Early Return on Investment 

This process has allowed us to simply deliver bona fide sales opportunities to the company, where we hand the conversation over to their team to close.

In just a few months we tripled the size of their pipeline with over 1800 quality leads in their database to market to. Ed told us that Before, they mostly worked at utilities companies that they met through word-of-mouth. Now he’s got contacts who are executives at factories,” and better fit the ideal clients for their new service.

Ed’s first contract from his campaign was worth high 5-figures and generated a significant return from just his first deal. Here’s how Ed summed up his campaign,

"I love talking about LinkedSelling! They’re very transparent. I can show my partners, who are engineers, and tell them ‘this is the exact system we have in place and have access to.’ We get regular updates on what [our account manager] is doing. My partners are very technical and very detail-oriented, and they’re comfortable with the process because the team makes it that way for them.”

Not only have the leads more than paid for the entire campaign, it’s saved Strategic Energy Group money that it would take to have hired internally and sent a rep around the country to events for.

Ed shared with us that his monthly management price is much more competitive than what he’d seen from other outbound providers on the market...many of which didn’t provide as direct an impact to his bottom-line as the LinkedSelling campaign has delivered.

He also mentioned that the consistency of the results from his campaign have led to better forecasting and given them more control over their pipeline for their monthly and quarterly planning.

He says, “People are responding. We have noticed a major difference in our traffic. I know the exact amount of outreach it will take from the team, which gives me about 10 calls, of which 2 typically turn into GREAT sales opportunities.”

He went on to describe the process that his account management team of experts has provided, “I’m more authentic and I’m getting some of our best leads ever who are interested in our new service. Our whole implementation structure shifted because of this.”

“Simply put - It’s working as planned.”  

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About Strategic Energy Group:

SEG is a company that implements energy saving solutions for commercial and industrial factories, warehouses, and facilities.

Their service promises to pay for itself which they prove by not requiring any upfront capital from clients. Through their solutions they save their clients 8% of their energy costs long-term.

Ed Birch, the Managing Partner at Strategic Energy Group reached out to LinkedSelling to bring in more quality leads so he could turn his attention to converting more of these quality leads in a new market into long-term clients.

Industry: Management Consulting

Location: Portland, OR


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