DMT’s dedicated SDR team builds up a lead generation funnel for E-learning platform from scratch

Derm for Primary Care (DFPC) is an advanced digital learning platform developed by health care providers for health care providers and helps increase knowledge of dermatology in primary care.

DFPC needed a faster, more effective way for their sales team to generate leads and book the right kind of meetings. They turned to DMT Business Development to help make that happen. Since their value proposition is quite unique and their target audience is very specific, DFPC also ran into a few challenges trying to set up lead generation in-house.

Our dedicated SDR team was up to the challenge and created a strategic plan around all workflow elements, built a robust CRM from scratch, systematized lead generation operations, and executed appointment setting.

The project kicked off with our SDR team diving into the initial strategy, carefully identifying the right companies and key decision-makers to target. Eventually, our team spent the first two months looking at colleges and universities with nursing faculties and building a sturdy database of possible leads - prior to the outreach launch.

We implemented Salesforce CRM for DFPC to track progress and stay laser-focused on each potential client. We also developed pre-planned outreach sequences with carefully crafted messaging to ensure they resonated with every lead.

Before rolling out the outreach, we made pre-qualification calls to each institution to gather specific details, such as the number of nursing students, which helped us craft personalized messages.

Later on, we launched the outreach campaign structure with a sequence of well-timed communications, covering it with multichannel outreach: three emails, two LinkedIn messages, two more emails, and the last step — a phone call. All these sequences were approximately one month, ensuring that we got in touch right when it was needed.

The project was broken down into four main stages: research, CRM integration, call prequalifications, data enrichment, and full-scale personalized outreach.

Research Stage:

The DMT team used a variety of tools and sources to find the right contacts for outreach. Since the main targets were universities and colleges - primarily in the field of primary care - we had to do deep research, digging through institutional websites and social media channels to identify the right people to reach out to.

CRM Integration Stage:

We implemented Salesforce CRM for DFPC to monitor all progress and stay laser-focused on each potential client. This allowed us to track every interaction, stage, and status of leads in real-time, ensuring no opportunity slipped through the cracks.

Cold Calling and Data Enrichment Stage:

Before launching our outreach, we made pre-qualification calls to each institution to gather key details - like the number of nursing students - which helped us tailor our messaging to be more relevant and personalized.

Full-Scale Personalized Outreach Stage:

We kicked off our outreach campaign with a carefully structured, multi-channel sequence designed to maximize engagement while staying highly relevant to each prospect. The sequence included a mix of well-timed touchpoints: three emails, followed by two LinkedIn messages, then two more emails, and finally, a phone call as the last step.

To get the most out of the outreach, we had to stay highly personalized in each sequence we ran. Every message was tailored based on the insights we gathered during the research and pre-qualification phase - allowing us to maximize lead generation outcomes.

Our campaign involving laser-focused targets across colleges and universities produced amazing returns:

• 91 Appointments Booked: Significant output in outreach.
• High Engagement Rate: Average email open rate over 70%.
• Huge Database of Comprehensive Leads in the Industry: Approx. 2,000+ targeted contacts.