243 meetings generated in 6 months with a multichannel outbound strategy.
THE BACKGROUND
FedEx wanted to engage more effectively with e-commerce companies across Europe that were already shipping internationally or planning to scale their international operations in the future.
The challenge was not only identifying the right companies, but also successfully starting conversations with the right decision-makers within those organizations.
Because decision-makers receive large volumes of messages every day, a traditional single-channel outreach approach was not sufficient to consistently capture their attention.
For that reason, we implemented an outbound strategy focused on relevance, timing, and coordinated multichannel touchpoints.
THE IDEA
Rather than relying on a single channel, we adopted a combined outreach strategy using:
- Phone outreach
By combining multiple channels, we created more opportunities to reach prospects and demonstrate genuine effort in engaging them. This significantly increased the likelihood that a contact attempt would ultimately result in a meeting.
In addition, the target audience was carefully segmented beforehand to maximize the relevance of the outreach.
Segmentation was based on:
- Country
- Company size
- Industry
- The type of e-commerce software being used
- Job function and seniority
- Transaction data to determine shipping volume
This combination of multichannel outreach and targeted segmentation allowed us to create highly relevant and personalized campaigns.
THE PROCESS
We started by identifying e-commerce companies across selected European markets using multiple data sources.
These companies were then segmented according to the criteria outlined above.
Following segmentation, prospect lists were built by identifying relevant stakeholders within each organization and enriching those records with accurate contact information. This ensured that we could engage directly with the right decision-makers at every company.
The outreach program consisted of a combination of:
- Personalized email campaigns
- LinkedIn connection requests and follow-up messages
- Phone-based follow-up
To execute this process efficiently and consistently, we automated key workflows using Sales Engagement Software. This allowed outreach activities and follow-up sequences to be planned, tracked, and managed at scale.
The tooling enabled campaigns to run efficiently while still leaving room for personalized follow-up and adjustments when needed.
THE RESULTS
Over a period of six months, 243 meetings were generated for the FedEx Europe sales team.
The combination of:
- Targeted segmentation
- Multichannel outreach
- Smart automation
- Routing opportunities to the appropriate local field sales teams
ensured that prospects were reached through multiple touchpoints and that sales conversations were generated more efficiently.
This case demonstrates that outbound prospecting, when supported by effective segmentation, multichannel engagement, and the right technology stack, can be a highly effective way to generate qualified sales conversations at scale.
