TopRank: Outbound Orchestration

Ann

July 14th, 2020

Introduction

TopRank is a marketing & advertising company with a proven attract-engage-convert model that enables B2B and B2C brands alike to connect with prospects in a meaningful way, through customer-centric content that is easy to find, consume, and share.

Objective

To implement a targeted, data-driven outreach strategy that would:

Increase engagement with key decision-makers in high-potential industries.

Leverage social media insights to enhance relevance and personalization.

Drive sales conversations and pipeline growth through a structured, multi-touch campaign.

Reduce internal workload by providing market research and virtual project management support for lead handling.

The campaign focused on high-value B2B prospects, specifically companies in:

HVAC, Flooring, Construction, Electrical/Electronic Manufacturing, and Machinery industries.

Businesses with $3M+ in annual revenue and a strong social media presence.

Strategy & Execution

1. Data Enrichment & Targeting Optimization

Conducted manual research to identify high-intent prospects based on social media engagement, following size, and online activity.

Segmented audiences by social media footprint, ensuring outreach messages were relevant to each company’s online presence and marketing gaps.

2. Personalized Outreach Campaigns

Designed hyper-personalized drip campaigns, integrating sales intelligence variables such as:

{{Social Media Type}}
{{Followers or Likes}}
{{Follower/like count}}
{{Social Media List}}

Crafted outreach messages that directly addressed each prospect’s social media presence, highlighting potential areas for growth.

Hi {{prospect.first_name}},

I’ve been assisting a few companies similar to {{company_short}} in the {{industry_sub}} space helping them grow their social media accounts to successfully attract, engage, and convert more customers.

This made me curious about {{company}} and the strategies you and {{2nd_contact}} are pursuing to engage your customers in {{city}}. (The only comment here is we should be clear if they are a geo-focused company – or not).

Our Director and I would love to briefly connect to discuss {{companies}} {{followlike_count}} {{socialmedia_type}} {{follow_lIke}} and evaluate if TopRank Marketing’s result-driven strategies could expand your social channels to include more targeted customers, and convert more of your existing {{follows_likes}} into {{service_type}} customers.

Would you or {{2nd_contact}} have some time {{weekday_4}} for a quick chat and is {{contact_phone}} the best number to reach you?

{{Sign_off_thank look forward}}
{{sender_name}}

3. Virtual Project Management & Lead Handling

Provided market research and virtual project management support to streamline lead generation while reducing internal workload for TopRank’s team.

Integrated lead tracking into the CRM for seamless follow-ups and pipeline management.

Results

The Construction industry proved to be the most responsive segment, consistently generating strong engagement and conversion rates. For every ~500 prospects targeted, the campaign delivered:

52.5% open rate, demonstrating high interest and message relevance.
13.0% reply rate, indicating strong audience engagement.
2.0% positive reply rate, showing meaningful interest in TopRank’s services.
1.5% appointment rate, translating engagement into sales conversations.

Across all campaigns, the outreach efforts maintained:

55% open rate, reflecting strong initial engagement.
11% response rate, proving effective targeting and messaging.
1.3% meetings booked, ensuring a steady pipeline of high-value sales conversations.