Breadcrumbs.

Breadcrumbs had just closed a seed round with a lead-scoring product that takes a minute to explain and no lead-generation process to explain it with.

We ran outreach as education — cold email and LinkedIn carrying their own marketing assets and podcast, so prospects learned the category before anyone asked them for a meeting.

◇ Snapshot

The brief: Build awareness with the right persona and put lead-generation processes in place after a seed round.
Who they needed to reach: Revenue and marketing operations leaders responsible for lead quality.
Market: United States.
Channels: Cold email, LinkedIn and podcast.
Timeline: Twelve months, 2020 to 2021.

250

Meetings booked

$1.3M

Pipeline sourced

35%

Converted to qualified

Before

Fresh seed funding and no lead-generation process
A product that needed explaining before it could be sold
Marketing assets sitting unused in the funnel
No awareness with the persona that mattered

After

250 meetings booked
$1.3M in pipeline sourced
35% of replies converting to qualified
Existing marketing assets working inside the outreach

◇ Challenge

The challenge

Breadcrumbs wanted to create as much brand awareness around their product to the relevant persona. They received seed funding and wanted to build lead generation processes.

◇ Approach

Teach first, then ask.

01
How we ran it
Breadcrumbs's product is a little tricky to understand. We decided to run cold outreach campaigns to educate prospects. We leverage their existing marketing assets.

◇ Results

250 meetings, and a process to keep them coming.

Twelve months produced 250 booked meetings and $1.3M in sourced pipeline, with 35% of replies converting to qualified opportunities.

The product was the hard part: it needed explaining before anyone would take a call. Using outreach to carry the education, rather than to pitch, is what turned a tricky category into meetings.

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◇ In their words