To remember
- Testing both inbound and outbound gave us real data on what works for Apizr's audience instead of betting on assumptions.
- Channels and messages that looked promising on paper often underperformed. The ones that worked only became clear after running the tests.
- Getting outbound into the sales team's daily workflow required marketing and sales to stay closely coordinated. When they did, results improved. When they didn't, leads fell through.
Ask your favorite LLM for a summary of this page
Challenge
Building a repeatable acquisition engine beyond network and events
Apizr had never run a growth program. New business came through their network and trade shows, which worked until it didn't. The product had real traction but no repeatable acquisition engine. They came to us to build one, with two goals:
- Generate 200 MQLs and 10 opportunities by finding the channels and content that actually convert.
- Run outbound tests across different messages, audiences, and angles to see what lands.
Strategy
Combining inbound content, outbound testing and sales integration
- Built out content to feed inbound acquisition.
- A/B tested channels on both inbound and outbound.
- Ran multi-channel outbound campaigns.
- Plugged outbound into the existing sales process.
Results
Outbound traction: qualified pipeline generation and validated campaign engine
- 350 MQLs
- 15 meetings booked with qualified prospects
- 6 outbound campaigns launched
