Online

Author: Ruslana Safina

August 25, 2021

7 min read

The client

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

Small-Sized
crypto companies

Middle-Sized
crypto companies

Tier 1
crypto companies

HR
crypto agencies

1

Using social selling approach together with multichannel

2

Targeting B- and D- level representatives

3

Conducting cust dev via existing costumers as well as leads

4

Establish personal nonautomated communication with the most engaged leads

5

Launch Telegram Marketing campaign to increase brand awareness

6

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

Solutions

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

Targeting B- and D-
level
representatives

Establish personal
nonautomated
communication
with the
most engaged leads

Launch Telegram
Marketing
campaign
to increase brand
awareness

Using social selling
approach together
with multichannel

Conducting cust dev
via existing costumers
as well as leads

LinkedIn Personalized
Outreach

Facebook Accompanying
Campaign

Email Outreach & Marketing

">

Telegram Brand Awareness
Campaign

32

corporate B2B leads
proceed to the deal

48

corporate B2B
leads proceed within
the funnel

50

connected C-, B-, V-, D
executives to the LinkedIn
Networkof LaborX
representatives

500

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

How we did it?

1

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.

Inner Brainstorm of LaborX team

Retrospective
data

The formula of LaborX
Ideal Customer
Profile

Market
Research

Brainstorm of LaborX & Solus teams

2

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

Let’s take the Chief Human Resources Officer of an exchange like Huobi as an example 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.

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

3

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

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.

If before reading your message in LinkedIn, the Chief Human Resources Officer of an exchange like Huobsees an unobtrusive banner about LaborX in FB 10 times, opens informational emails from LaborX 5 times, and notices that CEO of LaborX is commenting on his posts, he will do nothing, but reply asap after receiving a message from CEO of LaborX. And continue thinking that it was his own decision/

But fewer words, more examples.

4

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

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 :)

5

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.

hypotesis #2

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


Results:

Connected to contacted: 7.2%

Replied to Connected: 52,7%

Reply to MQL: 32,9%

hypotesis #1

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


Results:

Connected to contacted: 6,0%

Replied to Connected: 72,7%

Reply to MQL: 8,9%

5

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.

hypotesis #1

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


Results:

Connected to contacted: 7.2%

Replied to Connected: 52,7%

Reply to MQL: 32,9%

hypotesis #2

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


Results:

Connected to contacted: 6,0%

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

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