Canada · Digital agency
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179
Interested replies
12 months
Engagement length
$750K+
Pipeline sourced
◇ Case study · Reputation software
Reputation Management
Pre-Series A Reputation Management company.
A pre-Series A reputation-management company selling to small business owners — people who care a great deal about their Google reviews and have never used the phrase 'reputation management' in their lives.
We rewrote the argument in the buyer's own terms, built an account list from businesses whose review profiles proved the problem, and ran the tests alongside the client's in-house growth team.
◇ Snapshot
- The brief
- Find out whether cold email could become a scalable channel next to an existing cold-calling motion.
- Who they needed to reach
- Owners of small businesses with weak or stale Google review profiles.
- Market
- Canada.
- Channels
- Cold email, run alongside the client's in-house growth team.
- Timeline
- Six months, 2021 to 2022.
35
Meetings booked
7
Qualified opportunities
74
Interested replies
Before
- Outbound that lived entirely in cold calling
- A category name the buyer did not recognise
- No qualified list of businesses with the problem
- No shared loop for passing learnings back in-house
After
- 74 interested replies
- 35 meetings booked
- 7 qualified opportunities
- An account list built from real review-profile signals
◇ Challenge
The challenge
Our client wanted to experiment with cold email outreach and see if it is possible to build a scalable engine. Their existing outbound processes were focused on cold calling. They wanted an agency that could work with their in-house growth team and share learnings in real-time.
◇ Approach
Say it the way the buyer says it.
- 01
How we ran it
The term reputation management is not something small business owners understand. We needed to dumb down the messaging and make it more applicable. We had to explain the relationship between Google Reviews and their business. We also needed to build a qualified account list. This means a list of businesses that had a Google business profile but did not have a high score, recent reviews, or frequent inflow of reviews. For this, we used ScrapeHero and virtual assistants to put together an enriched/researched account list. Once all of the above was put in place - we were able to run outreach campaigns testing out different value propositions.
◇ Results
35 meetings from a category nobody had heard of.
Six months produced 74 interested replies, 35 booked meetings and 7 qualified opportunities.
Two things made it work: dropping the category language for a plain explanation of what Google reviews do to a local business, and qualifying the list on the profiles themselves — a Google presence, a weak score, no recent reviews — so every email landed on someone who already had the problem.
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◇ Let's talk
Want the message tested before you scale it?
We run the experiments, share the learnings as they land, and hand your in-house team a message that has already earned replies. Thirty minutes to start.