Aimer, an industrial automation company, faced significant challenges in its sales operations. With only one partner acting as a salesperson, the company needed a robust strategy to build an efficient sales team, generate qualified leads, and nurture those leads until conversion. In this case study, we detail the growth hacking steps and strategies we implemented to transform Aimer’s sales performance.
Initial Challenges
Non-Existent Sales Team: Only the founding partner was involved in sales.
Lack of Qualified Leads: The company did not have a constant pipeline of leads.
Lack of Lead Nurturing ecuador email list Strategy: The leads generated were not being nurtured properly.
Implemented Strategies
1. Sales Team Formation
Objective: Create a dedicated sales team to scale prospecting and conversion efforts.
Recruitment: We help Aimer recruit and train new salespeople, focusing on technical and sales skills.
CRM Implementation: We introduced a CRM (Customer Relationship Management) system to manage and monitor leads and sales interactions.
2. Lead Generation through Automated Prospecting
Objective: Supply the new sales team with qualified leads.
Tools Used: We use automated prospecting tools like LinkedIn Sales Navigator and email automation software to identify and connect with decision makers in the industrial sector.
Segmentation: We segment leads based on specific criteria such as company size, industry, and location to ensure relevance and quality of leads.
3. LinkedIn Ad Campaign
Objective: Increase Aimer's reach and visibility to a highly targeted audience.
Custom Audiences: We create custom audiences on LinkedIn to target ads to specific professionals within the industrial automation industry.
Campaign Types: We implement campaigns with conversion and awareness objectives to maximize impact.
4. Email Marketing Campaign
Objective: Nurture leads throughout the sales pipeline.
Email Sequence: We develop a series of informative and educational emails to keep leads engaged and move them through the sales funnel.
Automation: We use marketing automation platforms to send personalized emails at scale.
5. Paid Media Campaigns on Google
Objective: Expand reach and attract qualified traffic to Aimer's website.
Keyword Research: We identify the most relevant keywords for the industrial automation sector.
Search and Display Ads: We launch search and display campaigns on Google Ads to capture the attention of potential customers at different stages of the sales funnel.
Results
The implementation of these strategies resulted in significant improvements in Aimer's sales performance:
35% Increase in Sales Pipeline: With the formation of the sales team and automated lead generation, the sales pipeline grew substantially.
25% Conversion Rate: The lead nurturing campaign and targeted ads resulted in a significant conversion rate.
50% Increase in Awareness: Awareness campaigns on LinkedIn and Google Ads increased the visibility of the Aimer brand in the industrial market.
Positive ROI on Paid Media: Paid media campaigns on LinkedIn and Google Ads delivered a positive return on investment (ROI), demonstrating the effectiveness of the digital marketing strategies implemented.
Conclusion
Through a combination of team building, automated prospecting, targeted ad campaigns, and lead nurturing strategies, we were able to transform Aimer’s sales operation. This case study demonstrates how a growth hacking approach can lead to tangible and significant results in the industrial sector.