Meta Description: Learn how a top startup investment platform achieved remarkable lead conversion and revenue growth through effective omnichannel lead generation strategies.
Introduction
In the competitive landscape of investment platforms, generating high-quality leads is crucial for sustaining growth and achieving revenue targets. This case study delves into how Oriel IPO, an innovative UK-based online investment marketplace, overcame significant lead generation challenges to boost their conversions and drive substantial revenue growth through strategic omnichannel approaches.
About Oriel IPO
Oriel IPO, launched in early 2024, serves as a one-stop platform connecting UK startups with investors. By leveraging SEIS/EIS tax incentives, Oriel IPO eliminates commission fees and offers valuable educational resources, fostering a supportive environment for both novice and seasoned investors. With a curated selection of investment opportunities and extensive industry engagement, Oriel IPO aims to democratize investment access and strengthen relationships between entrepreneurs and angel investors.
Challenges Faced
Despite substantial outreach efforts, Oriel IPO encountered several hurdles:
- Low Conversion Rates: High-volume email campaigns resulted in lower-than-industry conversion rates, hindering revenue growth.
- Lead Quality Issues: The sales team struggled with inconsistent, high-quality leads, leading to inefficiencies and wasted time on unqualified prospects.
- Fragmented Operations: Managing multiple vendors and handling various sales operations in-house led to inconsistent results and scalability issues.
- Time-Sensitive Investments: The focus on series A and seed-stage startups required swift and accurate lead research to capitalize on emerging opportunities.
Why Oriel IPO Chose Belkins
Faced with underperforming lead conversion rates from previous vendors, Oriel IPO sought a partner that could deliver faster and more effective results. Belkins was selected for two key reasons:
- Fast Ramp-Up and Execution: Belkins’ ability to quickly implement best practices and processes within the first month provided immediate impact, revitalizing Oriel IPO’s pipeline swiftly.
- Revenue-Focused Model: Belkins’ performance-driven approach ensured that efforts directly contributed to Oriel IPO’s bottom line and long-term growth.
Additionally, Belkins impressed Oriel IPO with their deep understanding of the ideal customer profile, seamless communication, and the ability to integrate closely with Oriel’s internal workflows.
Strategic Approach
Comprehensive Business Understanding
Belkins began with an in-depth analysis of Oriel IPO’s business model, target verticals, and market trends. This foundation enabled the creation of detailed buyer personas and a tailored value proposition that resonated with decision-makers.
Sales and Marketing Audit
Analyzing past efforts, Belkins identified strengths and weaknesses, establishing a baseline for future performance and uncovering opportunities for improvement. This audit facilitated the development of a cohesive omnichannel outreach strategy aligned with Oriel IPO’s goals.
Meticulous Lead Research
Focusing on high-quality leads within specific niches, Belkins targeted founders, CEOs, and CFOs from Fintech, Biotech, Robotics, AI, and Food & Beverage industries. This precise targeting ensured engagement with decision-makers capable of driving investment forward.
Omnichannel Outreach Strategy
Initial Phase:
– Cold Email Campaigns: Belkins implemented referral-based, case study, and networking email approaches to establish connections and introduce Oriel IPO’s value proposition.
Evolution to Omnichannel:
– Expanded Channels: After four months, Belkins integrated LinkedIn and intent-based calling into their strategy, increasing outreach from 1,500 to 3,500 startups per month.
– Personalized Follow-Ups: Utilizing LinkedIn for follow-ups and intent-based calls ensured no high-potential leads were overlooked.
Enhancing Email Deliverability
To navigate stringent spam algorithms, Belkins employed several techniques:
– High-Quality Lead Database: Meticulous selection and verification of contacts increased relevance and engagement.
– Mailbox Warming: Gradual increase in email volume prevented domain blacklisting.
– Email Template Iteration: Regular updates to email content avoided spam triggers.
– Domain Management: Continuous monitoring and switching of email domains maintained deliverability.
Maximizing Engagement with Intent-Based Calling
Belkins used intent-based calling to reengage interested prospects, optimizing call timing based on prospect behavior and intent levels. This approach included:
– Timing Optimization: Calls made around midday yielded the highest pickup rates.
– Personalized Scripts: Flexible script adaptation ensured conversations remained relevant and engaging.
– Objection Handling: Effective strategies were employed to address common objections, maintaining prospect interest.
Results Achieved
The strategic partnership between Oriel IPO and Belkins delivered impressive outcomes:
- 346 Appointments Booked: Over 15 months, leveraging email, LinkedIn, and calls.
- Increased Meeting Quota: Monthly meetings doubled from 15 to 30 within four months.
- Higher Conversion Rates: Lead conversion improved to 9%, compared to the previous 3%.
- Revenue Growth: 13 deals closed-won within the first year, generating $150K in revenue, with an additional $434K projected.
- Stunning ROI: Achieved a 125% ROI, surpassing the industry average of 107%–110%.
These results underscore the effectiveness of an omnichannel approach and the importance of high-quality, tailored lead generation strategies.
Future Collaboration
With a successful first year, Oriel IPO and Belkins are poised for continued growth. Plans for year two include tighter integration with marketing efforts, enhancing multi-channel collaboration, and refining engagement strategies to drive even greater impact and sustain long-term growth.
Conclusion
Oriel IPO’s journey illustrates the transformative power of strategic, omnichannel lead generation in overcoming common challenges faced by startup investment platforms. By partnering with Belkins, Oriel IPO not only improved lead quality and conversion rates but also achieved significant revenue growth and ROI, positioning itself as a formidable player in the UK investment marketplace.
Ready to revolutionize your investment platform’s lead generation? Discover how Oriel IPO can help you achieve remarkable growth.
