FLEXIBILITY IS KEY
How to adapt when the sales hypothesis is ruled out and you’re not seeing results
Case overview:
March-April 2021
Lead Generation sales funnel
+ LinkedIN as an alternative outreach channel - adding value to already existing channels of registration to the B2B marketplace
+ Nessie process can fasten and shorten the road of reaching potential registration companies and expand Merxu’s market impact.
+ finding out the real value
of LinkedIn for MerXu!
MerXu is a brand new online market solution, targeted at companies working in heavy industries. The goal is to create a network of B2B sales on the platform. Main obstacles usually include low recognisability of the platform, hence lack of trust, so MerXu wanted to become more visible. They asked Nessie to check if LinkedIn is a good place for finding new companies to register. What do you think - is it? We found out quite rapidly!
We targeted our LinkedIn campaigns on potential buyers and sellers on the platform, convincing them to register and test the platform. We tracked the number of people who clicked the registration link and then we measured the bounce rate. It was high, so we had to adapt! People weren't registering from our LinkedIn campaigns. Why?
We decided to turn our communication upside down. Instead of convincing to register, we started asking potential leads about their current needs, challenges, and ideas. We started conversations. Put a foot in the door. As a result, people suddenly were ready to talk to MerXu, to give feedback about the platform, to join in!
LinkedIn turned out to be very valuable, but not in the initial sense.
What we used to achieve our goal:
LinkedIn campaigns
Insight workshops
Link tracking
The sales matrix
SalesNavigator work
Lead prequalification
LinkedIN turned out very valuable to MerXu, just not in the initial sense! After our hypothesis was ruled out, we adapted swiftly.
It only took one month to find out the hypothesis result: LinkedIn outbound campaigns are not the best way to gain more registrations. We knew, as only 5 companies registered on the platform after our contact.
After an insight workshop with MerXu we changed the communication upside down – instead of talking to people about the platform, we started asking questions, which finally brought results! We used it as a foot in the door. Apparently, people weren’t ready to register unless they got to know MerXu over a short chat!
Now MerXu can single-handedly keep connecting with people over LinkedIn – by asking the right questions.