Client's challenges
- Rearranging marketing strategy. Like many start-ups who come to us, Mindstrong sought more leads to create faster sales cycles. However, their in-house team lacked the resources to do it effectively.
- Trying outreach for the first time. Although Mindstrong’s product is primarily for B2C, the client decided to focus on B2B customers for this campaign. This included mental health brokers and payers. To get in front of the right decision-makers fast, they needed to take a new approach – using cold outreach for the first time.
Solutions
- Value proposition positioning. While Mindstrong’s ICPs seemed very familiar in the decision-making process, tiny differences required us to consider making the messages highly personalized.
- Adapting templates to the low season. We use different approaches to creating emails, and the referral is one of the most popular (we ask if we contact the right persona and figure out who is the best fit for our proposition). But given the client applied to us before the holiday season, we assumed this tactic might not work. So we invited prospects to explore potential opportunities later on with no pressure. We concluded campaigns by letting prospects know no one would bother them with follow-ups until January.
