Brizo Foodmetrics.

Brizo sells foodservice market data, and its best people were spending half their week prospecting instead of closing. They had tried agencies before and found them too fragmented to own the whole motion.

We took prospecting off the account executives entirely — one team building the list, writing the campaigns and running the follow-up, with messaging tested as we went.

◇ Snapshot

The brief: Take prospecting off the account executives so they could spend the week closing.
Who they needed to reach: Buyers of foodservice market data across North America.
Market: Canada and the United States.
Channels: Cold email, with sequenced follow-up.
Timeline: Ten months, 2022 to 2023.

$828K

Pipeline sourced

138

Leads delivered

40%

Converted to qualified

Before

Account executives spending half their week hunting
Previous agencies too fragmented to own the whole motion
No structured way to experiment with messaging
Prospecting competing with closing for the same hours

After

138 leads delivered
40% of them converting to qualified
$828K in pipeline sourced
Account executives back on closing

◇ Challenge

The challenge

Brizo needed a reliable agency partner to offload their prospecting activities so their Account Executives could focus on closing deals. Plus they wanted an agency to help experiment with messaging. Other agencies were too fragmented and not able to bring in the necessary experience.

◇ Approach

Take the hunting off the closers.

01
How we ran it
We were able to easily identify the target market and do the necessary outreach. The value proposition was binary for the persona. We built campaigns to do the outreach and scheduled the necessary follow-ups.

◇ Results

138 leads, and a team back on closing.

The engagement delivered 138 leads over ten months, 40% of which converted to qualified opportunities, and sourced $828K in pipeline.

The value proposition was binary for this persona — they either need the data or they do not — so the work was coverage and follow-up discipline rather than clever copy.

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◇ In their words