SampleFocus is a niche website that has always grown organically. Mainly due to their strong SEO ranking the past few years of growth have been driven by inbound traffic focussed on user growth.
To diversify the revenue stream beyond just paid users the founder decided to increase monetisation from advertisers, targeting his free user base not unlike the Spotify model.
The challenge was that selling to advertisers is a very different way of making money than from premium users via a SaaS model.
From the ground up we developed a Campaign Plan that was focussed on the entire funnel, as no formal B2B sales motion had been in place prior.
We created a 1-pager media kit as the key marketing asset and identified the core audience that might be interested in the audience of SampleFocus. Once we had a good idea of the ICP we put together a VSL page with a short Loom recording from the Founder.
Then our usual polite-cold-email campaign framework came into play where we built the Audience Contact List, drafted very specific cold email copy and started warming up the shield domains to protect the TLD.
Based on the aforementioned ICP, we built an audience list of potential advertisers. For the titles of the contacts we focussed on Owners of SMEs, Growth Managers, Marketing Managers and Brand Managers.
For the geography we focussed on smaller cities in the US where competition was less and where it was easier to get through to a Key Decision Maker (KDM).
We put together a polite cold email sequence that piqued the interest of the targeted audience by offering them a unique asset (confidential) which we used as a LeadMagnet.
The perceived value of the LeadMagnet generated a bunch of interest and made SampleFocus stand out from the crowd. The CTA seemed enticing for people to click on and once a prospect would reply positively our sequence would follow up with a call request to discuss the asset.
Prior to the call the Media Kit would be sent over to the prospect and at the moment of booking the call we shared the ad rates to filter SQLs from MQLs.
Lead delivery was quite traditional with this client, we forwarded each lead by email which included the lead name, email address, lead score and original email thread.
All leads were also tracked in a CRM system that we use at ColdFire for all of our clients which helped SampleFocus keep track of our campaign and forecast the sold ad slots for the months to come.
SampleFocus is a niche website that has always grown organically. Mainly due to their strong SEO ranking the past few years of growth have been driven by inbound traffic focussed on user growth.
To diversify the revenue stream beyond just paid users the founder decided to increase monetisation from advertisers, targeting his free user base not unlike the Spotify model.
The challenge was that selling to advertisers is a very different way of making money than from premium users via a SaaS model.
From the ground up we developed a Campaign Plan that was focussed on the entire funnel, as no formal B2B sales motion had been in place prior.
We created a 1-pager media kit as the key marketing asset and identified the core audience that might be interested in the audience of SampleFocus. Once we had a good idea of the ICP we put together a VSL page with a short Loom recording from the Founder.
Then our usual polite-cold-email campaign framework came into play where we built the Audience Contact List, drafted very specific cold email copy and started warming up the shield domains to protect the TLD.
Based on the aforementioned ICP, we built an audience list of potential advertisers. For the titles of the contacts we focussed on Owners of SMEs, Growth Managers, Marketing Managers and Brand Managers.
For the geography we focussed on smaller cities in the US where competition was less and where it was easier to get through to a Key Decision Maker (KDM).
We put together a polite cold email sequence that piqued the interest of the targeted audience by offering them a unique asset (confidential) which we used as a LeadMagnet.
The perceived value of the LeadMagnet generated a bunch of interest and made SampleFocus stand out from the crowd. The CTA seemed enticing for people to click on and once a prospect would reply positively our sequence would follow up with a call request to discuss the asset.
Prior to the call the Media Kit would be sent over to the prospect and at the moment of booking the call we shared the ad rates to filter SQLs from MQLs.
Lead delivery was quite traditional with this client, we forwarded each lead by email which included the lead name, email address, lead score and original email thread.
All leads were also tracked in a CRM system that we use at ColdFire for all of our clients which helped SampleFocus keep track of our campaign and forecast the sold ad slots for the months to come.
From the moment the campaign is live we A/B test the performance to ensure the winning sequence is sent to your audience. Once a lead replies with Lead Score 3, 4, 5 or 6 we send them straight to your preferred CRM, Slack or email.
