THE BACKGROUND
FedEx wanted to have more targeted conversations across Europe with e-commerce companies that ship internationally, or that want to scale this up in the future.
The challenge wasn’t just identifying the right companies, but especially effectively opening the conversation with the right decision-makers within these organizations.
Because decision-makers receive large volumes of messages every day, a traditional single-channel outreach approach wasn’t enough to consistently get attention.
That’s why we chose an outbound approach centered on relevance, timing, and multichannel touchpoints.
THE IDEA
Instead of relying on a single channel, we chose a combined outreach strategy via: email, LinkedIn & phone
Combining multiple channels created more opportunities to reach prospects, and showed them we were genuinely putting in effort, increasing the chance that a touchpoint would actually convert into a meeting.
In addition, the target audience was sharply segmented in advance to increase the relevance of the outreach. Segmentation was based on:
- Country
- Company size
- Industry
- The type of e-commerce software companies used
- Job profile
- Transaction data, so volume could be determined
This combination of multichannel outreach and targeted segmentation made the outreach much more relevant.
THE PROCESS
We started by identifying e-commerce companies within the selected European markets using various data sources.
These companies were then segmented based on the criteria mentioned above.
After this segmentation, prospect lists were built for these companies by finding various job profiles and gathering the right contact data, so that for each company, we could reach out to the right decision-makers within the organization.
Outreach was carried out through a combination of personalized emails, LinkedIn connection requests and messages, and phone follow-up
To carry this out in a structured and efficient way, the process was automated using Sales Engagement Software, allowing touchpoints to be planned and followed up on efficiently.
This tooling made it possible to run campaigns at scale while still leaving room for personal follow-up and adjustments.
THE RESULT
Over a period of 6 months, 223 meetings were generated for FedEx Europe’s sales team.
The combination of:
- targeted segmentation
- multichannel outreach
- and smart automation
- Routing to the right local field sales
ensured prospects were reached through multiple touchpoints and conversations came about more efficiently.
This approach shows that outbound prospecting, when properly segmented and supported by the right tooling, is an effective way to generate new sales conversations.
