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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.
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 to LinkedIn-First Strategy: Cold calling was discontinued due to low connect rates, shifting focus entirely to LinkedIn and email.
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 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.
Enhanced Collaboration: Weekly check-ins, Slack communication, and ad-hoc strategy meetings ensured continuous alignment and adjustments.
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.
Solutions
LinkedIn was the only consistently effective channel for booking meetings, while phone and email had minimal impact.
Highly personalized outreach from leadership performed better than adjusted SDR messaging.
Open communication via Slack and weekly calls ensured fast pivots when needed.
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