DMT Helps a Marketing Agency To Build Outbound Channel

The agency specializes in digital marketing with a main focus on producing engaging video content and relies on b2b lead generation services to grow their client base effectively.

The agency specializes in producing engaging video content and building frameworks to lower customer acquisition costs. In a highly competitive digital marketing landscape, our mission was to help our client differentiate themselves specifically with their outbound strategy, and secure a larger client base using advanced lead generation services.

Another key focus was finding partners who could integrate our client’s solution into their workflows, helping drive more channel sales. All done through outbound tactics, supported by customized b2b lead generation services.

The project kicked off with onboarding, where we defined the initial strategy and set up the necessary infrastructure. The client shared detailed documentation - including a Problem Canvas and Project Questionnaire - outlining their value proposition, pricing, and buyer personas. This gave us a couple of hints where to start, so we began our research and content preparations for the upcoming campaigns, guided by best practices in lead generation services.

Our initial outreach focused on the U.S. market, launching b2b lead generation services campaigns aimed at direct sales, while the channel sales campaign was planned for a later stage.

The first month of tests got us an open rate exceeding 45%, a 9% response rate, and the scheduling of initial appointments. Despite a solid start, the team began looking for ways to improve even further - making more A/B tests and scaling what works the best.

On the other side, we launched a separate Partnership Campaign to expand our outreach to a couple of more verticals. This strategy significantly increased our open rate to around 70%, boosted our response rates, and most importantly, resulted in more positive engagements and scheduled appointments — clear indicators of successful lead generation services in action.

Identifying an effective approach for our Partnership Campaign was our biggest hurdle. We experimented with various messaging styles to find the right one that yielded positive responses via email and LinkedIn, and secured appointments. Our target was advertising agencies in the UK and US, many of whom already had b2b lead generation services for their clients, necessitating a smarter, more convincing approach for collaboration through video content.

Over three months, we explored direct sales campaigns, partnership campaigns, all spiced with different approaches like referral, portfolio item campaigns, and more. The partnership and referral approaches proved most successful, delivering the desired results. Our client segmentation remained consistent, focusing on advertising agencies in the UK and US.

We managed to schedule 37 appointments – 15 from direct sales and 22 through partnership opportunities.