Client Overview:
Facia.ai, an AI-driven facial recognition startup, sought a lead generation strategy to identify and engage only high-quality, high-intent prospects. They needed a solution that would build awareness, nurture engagement, and qualify leads thoroughly before routing them to sales. The goal? A refined lead pipeline for the client, that maximized sales team efficiency and focused their efforts on conversion-ready prospects.
Challenge:
Facia.ai faced the familiar B2B demand gen challenge of needing engaged, qualified leads without sifting through low-intent prospects. They sought a solution that could:
- Target and attract ideal prospects based on a carefully crafted Ideal Customer Profile (ICP).
- Engage and nurture leads across multiple touchpoints to ensure high levels of interest and readiness to buy.
- Shorten the sales cycle by moving leads into the funnel who were well-primed for a conversation with sales.
Solution:
LeadSpot designed and implemented a multi-layered lead generation program for Facia.ai, blending programmatic display advertising with personalized outreach and retargeting. This integrated approach ensured only high-intent, engaged leads entered the sales pipeline.
Step 1: Building the Ideal Customer Profile (ICP)
We collaborated with Facia.ai to establish a precise ICP. By focusing on key characteristics like company size, industry, and decision-maker job roles. We honed in on the most relevant prospects, setting the foundation for every subsequent interaction.
Step 2: Generating Initial Interest with Programmatic Display Advertising
Using programmatic display ads, we targeted Facia.ai’s ICP with messaging designed to capture initial attention. These ads were essential for:
- Sparking interest and curiosity about AI-driven solutions.
- Identifying initial engagement indicators, such as ad clicks and content interaction, which helped qualify prospects early on.
Step 3: Personalized Retargeting to Deepen Engagement
Once prospects engaged with the display ads, they entered a personalized retargeting sequence. This stage was crucial for:
- Delivering educational content that nurtured their interest and understanding of Facia.ai’s solutions.
- Reinforcing familiarity with Facia.ai’s brand, gradually moving prospects further down the funnel before any direct sales outreach.
Step 4: Multi-Touch Outreach (Email, LinkedIn, and Calls)
To capitalize on their interest, we rolled out a multi-touch outreach campaign that included:
- Personalized Emails: Tailored messaging that addressed specific pain points, highlighting Facia.ai’s unique ability to solve them.
- LinkedIn Outreach: Thoughtful messages to build rapport and keep Facia.ai top of mind.
- Live Phone Calls: Real-time conversations with the most engaged prospects, allowing for tailored discussions on their immediate needs and challenges.
Step 5: Educational Content Promotion and Opt-In
As a final step, we promoted highly valuable content to prospects who had shown sustained interest, such as case studies and educational materials. This culminated in content downloads and opt-ins from highly qualified, well-informed leads, who were now ready for a sales conversation.
Results:
The campaign exceeded expectations, achieving a nearly 15% lead-to-qualified meeting conversion rate within the first 90 days. This success stemmed from a thoughtful, layered approach that ensured only the most engaged leads advanced through the funnel.
Additional Outcomes Included:
- Shortened Sales Cycles: By nurturing prospects and educating them throughout the process, sales conversations were streamlined and more productive, reducing decision-making time.
- Lower Customer Acquisition Costs (CAC): Facia.ai’s sales team could focus their energy on high-intent leads, leading to more effective use of time and a lower cost per acquired customer.
Conclusion:
Facia.ai’s case demonstrates the impact of integrating programmatic display ads with a targeted, personalized, multi-touch engagement strategy. The result? A sales pipeline filled with high-quality, well-nurtured leads primed to convert.
