The challenge
Rigaku Analytical Devices is an industry leader in analytical and industrial instrumentation technology. In the absence of trade shows, they came to boomtime for help filling the gap around in-person networking, marketing at trade shows, and sales territory prospecting.
They wanted to continue growing their base of qualified leads while also establishing wider credibility and thought leadership within the analytical device industry.
How we provided value
355 quality leads with a value of $155,845
Our combination of solutions that did the job
LinkedIn provided an excellent platform for Rigaku to connect with others in the industry and build their audience. But the company needed a LinkedIn refresh and a strategy targeted at finding and building relationships with the right connections.
We performed a 24-point audit of Nate’s LinkedIn profile to ensure it was optimized to attract and engage with the right connections.
Targeted LinkedIn Connection campaigns connected Nate with the right contacts across the metal fabrication industry, helping increase his target audience. The boomtime team refined LinkedIn Sales Navigator searches to ensure connections that fit the target persona.
LinkedIn Messenger campaigns gave Nate the right messaging language to start conversations with these target connections, helping break the ice and build relationships that led to productive conversations. Productive connections were automatically transferred to Rigaku’s CRM for further engagement and follow-up.
The outcome
Making the right connections on LinkedIn
Our targeted campaigns connected Nate with 1,832 new contacts across the metal fabrication industry, with an additional 34 and 135 new contacts across two additional narrower-focus searches. Of these connections, 10% were deemed high-quality prospects, further building the sales funnel. Additional highly qualified prospects were identified as leads with a 40% conversion opportunity.
The initial “Phase 1” campaign successfully built the overall connection base, which resulted in a greater ability to target smaller markets for subsequent searches within Sales Navigator.
Growing an audience of qualified leads on LinkedIn
From July 2020 to January 2021, qualified leads increased dramatically, even as the pandemic eliminated trade show opportunities and in-person meetings. The effectiveness of these campaigns produced total lead value at significantly lower costs compared to traditional marketing events.
By establishing a lead value assessment based on Rigaku’s lifetime value metrics, we are proud to report that with Nate’s LinkedIn Connection campaign alone, Rigaku realized a 502% ROI on the total cost of services with boomtime. The LinkedIn Connection campaign, combined with consistent content activity, produces a high-value lead generation campaign that outperforms traditional in-person marketing activities at a fraction of the price.
By establishing a lead value assessment based on Rigaku’s lifetime value metrics, with Nate’s LinkedIn Connection campaign alone, Rigaku realized a 502% ROI on the total cost of boomtime’s services.
| Campaigns | Requests | Connections | Connection Rate | Replies | Reply Rate | Leads | Leads Value |
|---|---|---|---|---|---|---|---|
| Phase 1 | 2,561 | 938 | 37% | 441 | 17% | 233 | $102,287 |
| Stainless Steel | 410 | 148 | 36% | 52 | 13% | 31 | $13,609 |
| Petrochemical Phase 1 | 1,560 | 412 | 26% | 167 | 11% | 48 | $21,072 |
| Copper Aluminum | 84 | 37 | 44% | 11 | 13% | 6 | $2,634 |
| Novelis SE | 577 | 156 | 27% | 54 | 9% | 9 | $3,951 |
| Construction Metal | 547 | 141 | 26% | 60 | 11% | 28 | $12,292 |
| Total | 5,739 | 1,832 | 31.9% | 785 | 13.6% | 355 | $155,845 |
