Technical Marketing Agency
How Smart Panda Labs Reached Enterprise Leaders After Previous Outbound Attempts Failed
Stussy & Dow Jones
Enterprise brands represented among podcast guests
4-5
Previous outbound providers tried by the client
Stussy & Dow Jones
Enterprise brands represented among podcast guests
4-5
Previous outbound providers tried by the client
The Problem
Smart Panda Labs wanted to reach senior marketing and digital leaders at large consumer brands. It had already tried four or five outbound providers without getting the approach it needed.
The constraint was credibility. A generic sales pitch could undermine the relationship before it started. The agency needed a way to engage senior enterprise buyers that reflected how those buyers evaluated expertise.
What We Did
We changed the first offer in the outreach. Instead of asking a senior enterprise buyer to consider an agency engagement immediately, the campaign invited relevant leaders to share their expertise on a podcast.
We targeted senior marketing and digital leaders at large consumer brands. The invitation gave them a specific reason to engage and gave Smart Panda Labs a setting in which to demonstrate its expertise.
The earlier providers had not found an approach that worked for this audience. The change was in the offer and the first step, with a guest conversation as the campaign goal.
The Results
The campaign secured podcast guests from Stussy, Dow Jones and other enterprise brands Smart Panda Labs wanted to reach.
After several unsuccessful outbound engagements, the agency had an approach that opened conversations with its target buyers. The immediate outcome was enterprise access and relationships built through the podcast.
Other agencies treated our enterprise ICP like a small business ICP — and you can't talk to small business the same way you talk to enterprise. Hyperke really understood that from the beginning.
Real Campaigns. Measurable Outcomes.
Common Questions
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