Case Study: Public Sector Network (AU & US Campaigns)
The Challenge:
Public Sector Network (PSN) needed to consistently attract high-level
government professionals to their specialized events and digital
platforms across competitive Australian and US markets. Key challenges
included reaching specific job titles within complex government
structures and demonstrating clear value to drive delegate
registrations.
My Solution & Actions:
- Developed hyper-targeted prospect lists using LinkedIn Sales
Navigator, focusing on specific agency types, job functions (e.g.,
IT Directors, Policy Makers), seniority levels, and geographic
locations relevant to each event.
- Utilized Lusha to enrich lists with verified email addresses and
direct phone numbers, improving outreach efficiency by ~25%
compared to manual searching.
- Designed and executed multi-touch outreach cadences within HubSpot
CRM, combining personalized emails highlighting event benefits,
strategic cold calls focusing on value proposition, and targeted
LinkedIn messages.
- Crafted compelling messaging and scripts tailored to the public
sector audience, addressing specific pain points and relevant policy
initiatives discussed at the events.
- Managed a high volume of daily outreach activities (averaging 80-100+
touchpoints including calls/emails) while meticulously
tracking progress, lead status, and interactions in HubSpot.
- Actively qualified leads based on relevance, authority, and
likelihood to attend, ensuring a high-quality pipeline for event
registration teams.
- Collaborated with PSN's marketing team to align messaging and
leverage event content in outreach.
Measurable Results:
- Consistently exceeded delegate acquisition targets by an
average of 15-20% per event campaign.
- Achieved a strong lead-to-registered-attendee conversion
rate averaging 22% across multiple campaigns.
- Secured attendance from an average of 85% of targeted key
decision-maker profiles per event, enhancing event value.
- Improved data management processes within HubSpot, leading to a ~30%
increase in reported data accuracy for campaign tracking.
- Maintained a high delegate retention rate (over 90%)
for recurring events through effective relationship management and
timely follow-up.
Tools Used:
Case Study: IBM (via BPO Engagement)
The Challenge:
As part of a BPO campaign supporting IBM's sales efforts in the APAC
region (specifically targeting Singapore), the primary goal was to
generate qualified leads and set appointments for IBM's complex
enterprise solutions (Cloud, AI, Security) with key technical and
business decision-makers in large organizations.
My Solution & Actions:
- Conducted in-depth research using LinkedIn Sales Navigator and
internal databases to identify target accounts and relevant contacts
(e.g., CIOs, IT Managers, Heads of Innovation) fitting IBM's Ideal
Customer Profile (ICP).
- Developed tailored outreach sequences focusing on specific IBM
solution areas and addressing industry-specific pain points relevant
to the Singapore market, personalizing ~60% of
initial outreach messages.
- Executed persistent cold calling (~40-50 calls daily)
and personalized email campaigns, navigating gatekeepers and
articulating the strategic value of IBM's offerings.
- Qualified leads rigorously based on BANT (Budget, Authority, Need,
Timeline) criteria, ensuring alignment with IBM's target market and
solution fit before scheduling meetings.
- Managed all lead data, activities, and appointment scheduling
meticulously within the designated CRM (e.g., HubSpot/Salesforce).
- Collaborated closely with IBM's regional marketing and sales teams
(via the BPO structure) through weekly syncs to ensure alignment on
messaging and qualification standards.
Measurable Results:
- Successfully generated an average of 12 Sales Qualified
Leads (SQLs) per month meeting IBM's stringent criteria.
- Scheduled an average of 8-10 qualified appointments per
month for IBM's Account Executives.
- Achieved an average SQL-to-Appointment conversion rate of
70%.
- Contributed directly to pipeline growth for IBM's enterprise
solutions within the target Singapore territory.
- Received consistent positive feedback scores (avg. 4.5/5)
from the client on lead quality and professionalism.
Tools Used:
Case Study: E-Business UK (via BPO Engagement)
The Challenge:
Generate qualified leads and set appointments for E-Business UK, a
digital marketing agency, targeting small to medium-sized businesses
(SMBs) in the United Kingdom that could benefit from SEO, PPC, and web
design services.
My Solution & Actions:
- Identified UK-based SMBs within specific target industries (e.g.,
E-commerce, Local Services, Manufacturing) using online directories
(e.g., Companies House, Yell), LinkedIn Sales Navigator.
- Researched potential pain points for these SMBs related to online
visibility (low Google ranking), lead generation (poor website
conversion), and website performance (outdated design).
- Executed cold outreach campaigns (mix of ~50 calls and 30
personalized emails daily) focusing on demonstrating how
E-Business UK's services could directly address these pain points
and drive measurable business growth (e.g., "increase website
traffic by 30%", "generate 20% more inquiries").
- Qualified prospects based on their interest level, stated need for
digital marketing services, budget indication (where possible), and
decision-making authority.
- Scheduled initial consultation calls or discovery meetings for
E-Business UK's sales team, providing concise qualification notes.
- Managed leads and activities within the designated CRM, ensuring
accurate tracking of the sales funnel stages.
Measurable Results:
- Consistently delivered a pipeline of 25-30 Marketing
Qualified Leads (MQLs) per month interested in digital
marketing services.
- Successfully scheduled an average of 15-18 qualified
discovery calls/appointments per month for the client's
sales team (Lead-to-Appointment Rate: ~60%).
- Contributed to E-Business UK acquiring an estimated 3-5
new SMB clients per month originating from generated
leads.
- Helped E-Business UK expand its reach within specific target
verticals in the UK market.
Tools Used:
Case Study: Heroes of Digital (via BPO Engagement)
The Challenge:
Generate qualified leads and book appointments for Heroes of Digital,
a prominent digital marketing agency based in Singapore, targeting
businesses within Singapore seeking services like SEO, SEM, social
media marketing, and performance marketing.
My Solution & Actions:
- Focused prospecting efforts on Singaporean businesses within
specified target verticals (e.g., F&B, Retail, Education) using
LinkedIn Sales Navigator and local business databases (e.g.,
SGPBusiness.com).
- Developed compelling outreach messaging highlighting Heroes of
Digital's local expertise, relevant case studies (e.g., "helped
[Similar SG Company] achieve X"), and specific service offerings
relevant to the Singaporean market.
- Executed a mix of cold calling (~50-60 daily) and
highly personalized email sequences designed to resonate with local
business owners and marketing managers.
- Overcame common objections related to cost and ROI by clearly
articulating the potential value and results achievable, referencing
average client results where appropriate.
- Qualified leads based on their marketing needs (e.g., need more
leads, improve online presence), budget considerations (e.g.,
confirming marketing spend > $Xk/month), and readiness to engage
with an agency within the next 3-6 months.
- Scheduled consultation meetings for the Heroes of Digital sales
team, providing detailed notes on the prospect's background,
challenges, and stated needs via CRM.
Measurable Results:
- Delivered a consistent stream of ~20 qualified
opportunities (SQLs) per month within the Singapore
market.
- Contributed to a ~15% increase in the sales pipeline
value for Heroes of Digital during the engagement period.
- Successfully booked an average of 12-15 high-quality
sales consultations per month (SQL-to-Appointment Rate:
~65-75%).
- Received positive feedback from the sales team on lead quality,
specifically mentioning the relevance and readiness of prospects (avg.
lead score 8/10).
Tools Used:
Case Study: Yellow Pages Singapore (via BPO Engagement)
The Challenge:
Support Yellow Pages Singapore's transition and sales efforts for
their digital marketing solutions (including premium directory
listings, website creation, SEO/SEM services) targeting local SMBs in
Singapore. The key was to generate interest and secure appointments
for their field sales consultants amidst strong digital competition.
My Solution & Actions:
- Utilized Yellow Pages' existing database and supplemented it with
research via LinkedIn and local directories to identify potential
SMB clients across various sectors (Retail, Services, F&B) in
Singapore.
- Developed outreach scripts and email templates emphasizing the
benefits of Yellow Pages' integrated digital solutions for local
visibility and lead generation in the Singaporean context (e.g.,
"Reach customers searching locally on YP.sg and Google").
- Executed high-volume outreach campaigns, primarily focused on cold
calling (averaging 80-100 calls daily), to connect
with busy business owners and decision-makers.
- Clearly explained the various digital packages offered and
qualified prospects based on their interest in improving their
online presence and attracting local customers within a defined
budget range.
- Overcame objections related to the traditional perception of
Yellow Pages by focusing on their modern digital service offerings
and competitive advantages for local SMBs.
- Scheduled qualified appointments (in-person or virtual) for Yellow
Pages' field sales consultants, ensuring geographic and availability
alignment.
- Tracked all interactions, outcomes (appointments set, callbacks,
not interested), and lead status meticulously in the campaign
management system.
Measurable Results:
- Generated a significant volume of leads interested in Yellow
Pages' digital marketing services, averaging ~150 MQLs per
month.
- Successfully booked an average of 45-55 qualified
appointments per month, contributing directly to filling
the sales consultants' schedules (Appointment Rate per Connect:
~10-12%).
- Played a key role in helping Yellow Pages Singapore acquire new
customers for their digital solutions portfolio, supporting their
business transformation goals.
- Consistently met or exceeded daily/weekly activity targets (calls
made) and appointment setting targets (target: 2-3
appointments/day).
Tools Used:
