B2B Lead Generation for Glyde, Ireland

Glyde is an Ireland-based shop that supplies and installs commercial blinds and curtain systems for construction and fit-out companies nationwide.

The primary goals were twofold. First, to attain a consistent monthly sales target of no less than EUR 40,000. Secondly, to enhance brand recognition within the realm of fit-out companies. The task at hand is to formulate a comprehensive B2B Lead Generation Strategy, starting from the ground up

Glyde's past business strategies lacked any exploration of marketing or lead generation. The absence of an online presence across social media platforms, the scarcity of informative brochures and product presentations, and an aversion to investing in paid marketing campaigns were notable gaps in their current approach. The challenge is to initiate a transformation and leverage these shortcomings into opportunities for growth.

Market research and Audience profiling - We started by conducting thorough market research to understand Glyde's target audience, competitors, and the fitout industry in Ireland. During the process, we have identified 50 notable fit-out companies that might be interested in partnering with the business. After, we developed the ICP (ideal customer profile). This detailed profile outlines the characteristics and preferences of key decision-makers within the identified companies. It served as a guide for effective B2B engagement. Through our research, we determined LinkedIn and Email as two platforms preferred for communication by our target audience.

Profile Optimization - We, then, thoroughly optimized Co-Founder Keith's LinkedIn profile to ensure his profile was complete to their target audience. Glyde's company page was also established to prevent any problems while running LinkedIn Ads in the future.

Outreach Strategy - We wrote a series of messages to be used for B2B outreach on LinkedIn, designed to drive leads to book on-site consultations with Keith's team. We also segmented audiences by stages of awareness and consideration to personalize cold/ warm mail messages. This helped us maximize our outreach efforts.

Creatives and Workflow Optimization - As part of the Lead Generation process, Informative Brochures and Product Presentations were created to showcase the company's products and services. Moreover, we used them in our outreach campaigns and shared them on our website for potential clients to download. Further, we have mapped out the customer journey from first touch to booking on-site consultation and eliminated all the roadblocks that might leave negative experiences.

Execution - Using LinkedIn Sales Navigator, we conducted filtered searches to identify qualified leads and launched LinkedIn ad campaigns for 2 weeks to raise brand awareness among decision-makers in the fit-out industry. It has resulted in a 2X increase in followers while showing demand for blinds and curtain systems in this industry. We immediately reached out to people who were interested in our products via LinkedIn and Email.

Email Marketing: A robust email marketing campaign has been implemented and is ongoing. It includes personalized and engaging content, such as customer testimonials case studies, and product brochures to entice potential clients.

Laser-Focused Segmentation: The use of smart segmentation strategies has been employed to ensure that the right message reaches the right audience. This has resulted in higher engagement and conversion rates.

Efficient Automation: Glyde has seamlessly integrated third-party platforms to partially automate its email marketing efforts. This has not only reduced the time and effort required but has also proven to be highly effective in maintaining strong client relationships and driving results.

6. Continuous Improvement - We consistently reviewed the strategy analyzing the performance of ads, creatives, and cold/warm messages in each stage of the lead generation to improve our strategy and maximize our results.

In the first month, Glyde received a request for blind systems from Bennett Construction valued at EUR 35,000, followed by a substantial request from Duggan Brothers amounting to EUR 196,000. Over the course of six months, Glyde not only exceeded its initial sales expectations but also generated an impressive total of 25 leads, with a cumulative estimated worth of EUR 1.5 million. Of these, 9 leads valued at EUR 900,000 have successfully closed, while negotiations are ongoing for the remaining projects. In addition, Glyde has forged valuable partnerships with industry leaders, including Glenveagh, Bennett, Duggan Brothers, Vision Contracting, and Ganson. These partnerships have resulted in recurring invitations to participate in tenders, further solidifying Glyde's presence and reputation in the market.

Glyde has the full potential to become the #1 Blinds & Curtain Systems Supplier across Ireland, and the UK with continuous improvements of its existing strategy and investment into marketing.

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