Generating a 188% ROI in 4 months
How Disco Inc was able to connect with their dream market through a highly-targeted outreach campaign.
Overview
“In the first few months of working with them, the campaign has paid for itself and freed me up to focus on closing deals and managing my business instead of prospecting.”
Disco Inc is an industrial service company that rebuilds, reconditions, and services industrial machinery.
While word of mouth and quality of work has grown the shop over the past 40 years, Michael Haning—CEO of Disco Inc—was interested in using outbound channels to grow business through targeted outreach.
373
Connected Leads
28%
Response Rate
50+
Engaged Leads
188%
ROI in First 4 Months
The Challenge
Disco Inc operates in a niche segment of the oil & gas industry, providing reconditioning and remetalyzing of compressor cylinders. It’s a niche industry, very tight-knit, with only a handful of major players.
This meant that Michael had to be very intentional with each prospect he reached out to. There was no room to spam out low-quality messages as every prospect counted.
The Approach
Step 1) Research
The first step was to build a list of all of the ideal buyers for Disco Inc. Due to the very niche and segmented nature, this was a very custom research project that was 100% done by hand.
In total, we identified 99 ideal companies that could buy Disco Inc’s services (That is the actual size of his addressable market).
From those 99 companies, we identified 373 leads.
Step 2) Messaging
Once we had the leads identified, we began crafting messaging for the outreach campaign. Even within our small segment of 99 companies, we built sub-campaigns with specific messaging based on the type of company, location, and their potential needs. This resulted in 2 main segments, which had a combined 10 sub-segments.
Step 3) Execution
We then began outreach to the 373 leads across:
LinkedIn
Email
Phone
By reaching leads across each of these touchpoints, we were able to produce an astonishing 28% response rate and over 50 engaged leads out of the 373 leads that were contacted.
The Solution
While generating a positive ROI in the first four months is a great accomplishment, the real value is in the fact that Disco Inc’s customers retain for the long-term. When a customer starts using Disco Inc, they retain for years and call them each time they need a cylinder repaired.
This means that there is potential for those additional 50 leads that engaged with Michael to, eventually, convert as they have a need. With a slow and steady follow up sequence, they can now nurture these leads for years to come.
In addition, the leads he has already converted will, no doubt, bring 5-10x more revenue to Disco Inc over the coming years.
“Lead Cookie built a highly targeted list of companies that consisted of both our end users and companies that service them.
They then ran outreach, using a combination of LinkedIn, email, and phone to identify sales opportunities that were transitioned to me once qualified by their team.
In the first few months of working with them, the campaign has paid for itself and freed me up to focus on closing deals and managing my business instead of prospecting.”
Disco Inc
Disco Inc is a machine shop that reconditions, rebuilds, and services industrial equipment.
Industry: Industrial Services
Location: Texas / United States