Project: Alumni Engagement & Conversion Campaign



Objective: Activate Global Alumni Network for Enhanced Lead Generation and Nurturing.

Summary

Upon my initiation at Revenue Storm, the firm's reputation in sales training, coaching, and intelligence apps (integrated into Salesforce or Microsoft Dynamics) stood out. A dominant sentiment resonated: "To know Revenue Storm is to love Revenue Storm." This reflected an untapped potential, particularly with our alumni.

Challenge

Despite having a lofty lead generation aim, the outreach strategies for our alumni lacked precision and personal touch. Initial approaches were singular, generic, and didn’t capitalize on the profound appreciation our alumni held for our programs.

Solution

• Understanding Our Audience: Revisiting the alumni's genuine connection with Revenue Storm, I discerned that they esteemed both the knowledge imparted by our consultants and the peer learning experiences. Our consistent 90% to 100% positive feedback from post-program surveys underlined this.

• Automating Data Acquisition: I incorporated ZoomInfo's Sales OS to enrich our CRM data, identifying where our alumni had transitioned and broadening our engagement scope within those corporations.

• Personalized Engagement:

• Email & Landing Pages: For the multi-touch campaign spanning two months, we segmented our audience for bespoke content delivery, offering articles and in-depth app details. This reaffirmed the core reasons our alumni connected deeply with Revenue Storm. Concurrently, we launched personalized landing pages and emails, greeting alumni by name and offering content molded to their specific roles and industries.

• Success Story Videos: We crafted a series of videos spotlighting individuals from varied roles. These individuals shared their experiences, learnings, and elucidated how they integrated Revenue Storm within their organizational dynamics. This strategy not only brought in authenticity but also ensured video content relevance to the specific roles of individuals in our campaign.

• Actionable Takeaways: We extended templates to our alumni to aid in formulating a GTM strategy, messaging, AI research, and coaching – resources they would typically only access during our courses. This proactive approach not only solidified our rapport but provided them with tangible tools for their roles.

• Sales Engagement: Engaged alumni were paired with sales representatives familiar with their previous affiliations. Using AI-powered insights, the sales team reconnected, underscoring past successes, proposing a revenue acceleration call aligned with the firm's aspirations, and suggesting avenues for collaboration.

Results

Our revamped campaign recorded remarkable engagement rates across emails and landing pages, becoming instrumental in exceeding our SQL development goals. Furthermore, the synergy of data, content, integrated technology, automation, and AI transformed this initiative into an "Always On" campaign, continuously ready to engage with new Business Rainmakers as they evolved in their careers.