Streamlining Lead Generation for
BPTN
Company HQ
Canada
Headcount
10,000+
Funding Stage
Private
Target Industry
Agnostic
Target Location
Canada and USA
Campaign Type
Outbound
Overview
BPTN (Black Professionals in Tech Network) is dedicated to addressing bias in hiring and empowering organizations to attract, hire, and retain Black and diverse talent in tech and related industries. Partnering with Whistle, BPTN sought to optimize their sales processes, focusing on efficiency and strategic outreach.
Campaign Duration
11 Months (still active)
No of SDRs
1
Campaign Goals
- Alleviate time constraints on BPTN’s team to allow more focus on relationship-building.
- Implement effective lead generation and outreach strategies tailored to BPTN’s objectives.
- Foster a collaborative working relationship to adapt quickly to changing needs.
- Low Phone and Email Engagement: Initial outreach via phone had a 1% connection rate, making it ineffective. Email also had minimal impact.
- Messaging Adjustments: Testing different messaging styles on LinkedIn showed that personalized outreach from BPTN leadership performed better than generic SDR-driven messaging.
- No Immediate Revenue Impact: While meetings were booked, BPTN had not yet converted these into closed-won deals at the time of evaluation.
Whistle provided a multi-channel solution, leveraging tools and automation to support BPTN’s outreach efforts while ensuring alignment with their sales approach. Key strategies included:
- Pivot in Channel Strategy: Due to low connect rates, cold calling was discontinued and the SDRs time was redistributed to LinkedIn outreach which had proven to be more effective. We also noted that our standard outbound emails were not working for this ICP, so we transitioned BPTN over to our new hyper-targeted, highly-personalized cold email strategy.
- Refined Messaging Approach: Initial SDR-driven LinkedIn messaging saw success, but later adjustments by BPTN leadership resulted in lower traction, leading to a return to the original approach.
- Continuous Optimization: Weekly strategy calls and Slack discussions allowed for quick iteration on messaging and targeting strategies.
- Meetings Scheduled: 48 meetings booked primarily through LinkedIn and email outreach
- Qualified Leads: 20 SQLs generated, though no closed-won deals yet.
- Channel Effectiveness: LinkedIn proved to be the most successful outreach channel, while phone and email had minimal impact.
- Improved Focus: Transitioning away from cold calling allowed BPTN’s team to concentrate on client meetings and strategic efforts.
Key Learning
Channel Selection is Critical: LinkedIn was the most consistent channel for booking meetings, while email was a good supporting channel and the phone had minimal impact.
Messaging Needs to Match Context: Highly personalized outreach from leadership performed better than adjusted SDR messaging.
Collaboration Enables Quick Adaptation: Open communication via Slack and weekly calls ensured fast pivots when needed
Results
Campaign duration: 11 months
1
No of SDRs contracted
48
meetings scheduled
20
SQLs created
Future Opportunities
Looking ahead, BPTN aims to enhance its outreach by integrating additional channels with LinkedIn, focusing on refining messaging for higher engagement. These adjustments are expected to drive better lead conversion rates, positioning BPTN to further capitalize on its sales efforts and expand its revenue streams.
