Fincent.

Fincent had closed its seed round and needed customers faster than an inbound engine could be built. They sell bookkeeping and financial operations to founders — a straightforward product with a seasonal buying pattern.

We ran cold outreach to find the businesses already in buying mode, and kept everyone else inside nurture and retargeting until their season came round.

◇ Snapshot

The brief: Drive qualified leads until the inbound engine came online.
Who they needed to reach: Founders and finance leads at small and growing businesses.
Market: United States, and expansion into North America.
Channels: Cold email, with nurture and retargeting alongside.
Timeline: Eighteen months, 2021 to 2022.

278

Interested replies

$1.7M

Pipeline sourced

70%

Converted to qualified

Before

Funded and moving, with customers not yet finding them
An inbound engine that did not exist yet
A buying process that is seasonal, not continuous
No way to hold prospects who were interested but not ready

After

278 interested replies
70% of them converting to qualified
$1.7M in pipeline sourced
Nurture and retargeting holding the rest until their season

◇ Challenge

The challenge

Fincent closed their seed round and wanted an oubtound focused agency to help drive leads until their inbound engine kicked in.

◇ Approach

Find the ready ones. Keep the rest warm.

01
How we ran it
Fincent offers a straightforward product and/or service. We suggested using cold outreach to go after prospects. We wanted to identify the ones that are in 'ready to buy mode' and kick them over. We also understood that this buying process is seasonal. Therefore we also setup nurturing and retargeting campaigns to constantly keep in touch with prospects.

◇ Results

$1.7M sourced while inbound was still being built.

Eighteen months produced 278 interested replies and $1.7M in sourced pipeline, with 70% of replies converting to qualified — an unusually high rate, and a direct consequence of sorting for buying mode rather than for interest.

The nurture layer mattered as much as the outreach. In a seasonal category, a prospect who says 'not now' is not a loss; they are next quarter's meeting if someone keeps in touch.

Is your buying cycle seasonal, and your outreach not?

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◇ In their words

“"Growth Rhino has been a strategic partner and key contributor to our expansion into the North American market. We've been working with them for over a year and they are able to consistently generate 20”

Amber Milos · Fractional CMOFincent

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