How to Attract C-Level Сrypto Executives to Your Product Not For All The Money In The World?

Ruslana Safina

Ruslana Safina

The client

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LaborX is a part of the biggest Australian crypto ecosystem Chrono.Tech. It’s global recruitment platform that connects individuals with work opportunities, wherever they are based in the world, and enables them to get paid in crypto

The Audience

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Challanges

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Using social selling approach together with multichannel

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Targeting B- and D- level representatives

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Conducting cust dev via existing costumers as well as leads

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Establish personal nonautomated communication with the most engaged leads

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Launch Telegram Marketing campaign to increase brand awareness

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Rejection of “client-agency” approach and building “partner - partner” framework

Solutions

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Marketing tools

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LinkedIn Personalized Outreach

Email Outreach & Marketing

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Facebook Accompanying Campaign

Telegram Brand Awareness Campaign

Results

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How we did it?

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If you can target only 500 companies from around the world, who will you choose?

If you want to target Chief Human Resources Officer of an exchange like Huobi as we do only could do nothing, but use an Account-Based Marketing approach, which is about highly personalized, sometimes peer-to-peer communication.

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How to find real people that reflect your ideal customer?

After spending long hours brainstorming and describing all behavioral and demographical characteristics, it’s time to use it in practice.

We are about to create a detailed guide on creating lead databases. Stay tuned 🙂

After going through all the data parsing, validation and enrichment stuff we received more than 5000 buyer persons from more than 600 companies that ideally represents the previously created description

How to make extremely busy people slow down a bit and….reply to your message?

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Let’s take the Chief Human Resources Officer of an exchange like Huobi as an example ( targeted buyer person of LaborX ) . In which case will he respond to your message on LinkedIn considering the fact that he receives more than 200 Linkedin outreach messages on regular basis?

Only if he will understand the value of your message before he reads it.

Let’s take the Chief Human Resources Officer of an exchange like Huobi as an example ( targeted buyer person of LaborX ) . In which case will he respond to your message on LinkedIn considering the fact that he receives more than 200 Linkedin outreach messages on regular basis?

Only if he will understand the value of your message before he reads it.

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How not to turn CPM into a battlefield of marketers, sales specialists, and SDRs?

Once all the mindmaps began to materialize and the first leads appeared in the CRM, the time came to structure all the CRM stuff.

In our case, CRM was a touchpoint of now only different departments, but different companies as well. We as a Solus team was caring about communication till the SQL stage, while the side of LaborX was responsible for proceeding SQL ( Sales Qualified Leads ) via the product funnel.

Full quite on how to work with CRM is in the process of creation 🙂

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How to make data work for you?

While launching an Account-Based Marketing campaign every single lead matters. That is why data should become the center around which your entire campaign revolves.

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Type of companies: Crypto HR Agencies
Buyer Persons: C-level representatives
Scripts:
Invite message: N/A

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Results:

Connected to contacted: 7.2%
Replied to Connected: 52,7%
Reply to MQL: 32,9%

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Type of companies: Crypto HR Agencies
Buyer Persons: HR managers
Scripts:
Invite message: N/A

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Results:

Connected to contacted: 6%
Replied to Connected: 72,7%
Reply to MQL: 8,9%

insight

Ask instead selling and increase the number of sales 🙂 People hate being victims of advertising, but the same people love sharing their thoughts about the project. Create your outreaching scripts in the cust dev style and you will be surprised that your leads will fall in love with your product just by answering the questions.

Testimonials

Account-Based Marketing is more about integration between teams rather than full outsourcing. Our collaboration was productive and educative for both parties and brought to some conclusions, which will help maximize efficiency during future campaigns.

Сheck out the full review by visiting Clutch