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Interested replies
12 months
Engagement length
$750K+
Pipeline sourced
◇ Case study · Workplace fitout
Commercial Workplace Fitout
Digital Workbench.
Digital Workbench builds commercial workplace fitouts, and had been unable to find a lead-generation partner who understood the industry or fitted the way the sales process actually runs.
The buyer turned out to be easy to name — procurement managers at construction companies — so we went straight at them and asked the two questions that matter: who selects the workbenches, and how do you become an approved vendor.
◇ Snapshot
- The brief
- Find a lead-generation motion that fits the industry and the existing sales process.
- Who they needed to reach
- Procurement managers at construction and fitout companies.
- Market
- Canada.
- Channels
- Cold email.
- Timeline
- Seven months, 2023 to 2024.
$2.5M
Pipeline sourced
84
Leads delivered
30%
Converted to qualified
Before
- No agency that understood the industry or its buying process
- A sales process no generic motion fitted
- Procurement decisions made behind a vendor-approval step
- No consistent flow of qualified leads
After
- 84 leads delivered
- 30% of them converting to qualified
- $2.5M in pipeline sourced
- A route onto vendor lists rather than around them
◇ Challenge
The challenge
DWB struggled with identifying a good lead generation partner who understood their industry and can fit into their sales process.
◇ Approach
Ask the procurement question directly.
- 01
How we ran it
Procurement managers at construction companies are an easy audience to identify. We used brute-force cold outreach to get in front of them. We asked who was in charge of selecting commercial workbenches and the process of getting listed as a vendor.
◇ Results
$2.5M sourced in seven months.
Seven months delivered 84 leads, 30% of which converted to qualified, and sourced $2.5M in pipeline.
Nothing about the approach was subtle. Procurement managers at construction companies are identifiable, so the campaign asked them plainly who chooses the workbenches and what it takes to get listed — which is the actual decision path in this industry.
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“Growth Rhino's approach and execution strategy for cold outreach is very interesting. I watched their YouTube video explaining the entire process and approach. They are a great agency to work with, and it has been a real pleasure communicating with the team!”
Sule Said · President & CEO
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