Diversitech Global is a leading hand & power tool manufacturer, with eight manufacturing facilities in five countries.
Identifying "sustainable manufacturing" as its next profitable venture, the company secured certified sustainable material sources and manufactured Home & Garden tool lines for white labelling by major retailers across the Globe.
With its sustainable product line finished, the company needed to create demand in an incredibly competitive B2B sector: Fortune 500 Retailers.
Create & nurture a steady stream of Fortune 500 Retail buyers for the Diversitech Global sales team to sell sustainable home & garden white labelling to.
Our strategy was to leverage LinkedIn & email marketing to create an automated ecosystem for finding, nurturing & "staying top of mind" with potential fortune 500 customers.
In order for this to work, I needed better synergy between sales & marketing. On top of creating demand, I also needed to introduce a CRM system for Diversitech Global to manage new customers.
Creating an Irresistible Lead Magnet
Retail buyers are constantly bombarded with product pitches- we needed to be different & offer value.
Sustainability is a fast-moving trend in retail- keeping up with competitor offerings is a challenge for retail buyers. We wanted to relieve buyers of this task.
Our lead magnet?
Offering retailers a free analysis of their competitors sustainable offerings & an action route for beating them.
In other words, we'd tell retailers exactly what sustainable products they needed to beat their competitors sustainable offering.
With our lead magnet in place, we needed to get it in front of the right eyes.
Building an Automated Prospecting, Outreach & Nurturing system
I opted to leverage LinkedIn's vast professional database for generating leads.
Using an automated software called Phantom Buster, we found all major retail buyers, sustainable managers & other related personnel.
Once found, the software automatically sent them a connection request & message.
After connecting, prospects entered a message drip sequence, eventually offering to perform the free competitive sustainable analysis.
About 31% of recipients agreed to the free analysis.
I used a similar prospecting system to generate leads via email- About 14% of recipients agreed to receiving.
On top of receiving an analysis report, respondents were then placed into an email drip funnel, focused on educating retailers on sustainable retail trends, profitability, opportunities etc.
This not only created demand for our sustainable products, but kept Diversitech Global "top of mind" as a sustainable manufacturer.
Coordinating Content Creation to Support Sales Function
I needed my marketing team to fuel our efforts for staying "top of mind" through "non-salesy", valuable, educational content. This was especially important as many retail buyers do so seasonally/cyclically.
To ensure our content resonated with our audience, I had my marketing team:
For example, many retail buyers were unsure about the necessary certifications sustainable products need to have. Our marketing team quickly came out with a Guide to Sustainable Product Certifications.
We shared this type of content bi-monthly via email, enjoying open rates of 31.25% and low unsubscribes.
The process worked great.
Unifying Sales, Marketing & New Customer Pipeline via HubSpot CRM
Prior to this, Diversitech Global was not utilizing a unified CRM, instead relying on multiple internal sales teams & departments functioning independently from one another.
This resulted in a very inefficient sales process, slow communication between departments and overall disjointed business efforts.
We fixed that by introducing HubSpot CRM.
Now, every department at the company could see exactly who our customers were, what stage they were at in their "buying journey", and how best to strategically move forward with each deal. It also served as a centralized database for nurturing the new potential customers our outreach efforts were bringing in.
In summary, our new setup included:
Within 1 year of starting its campaign targeting Fortune 500 retailers, Diversitech Global:
By fostering value-based, educational relationships with potential customers, staying "top of mind" rather than "selling now", and providing customized service for each customer, we made this a B2B success for Diversitech Global.