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German player in sustainability and compliance within the fashion retail space.
About the client
Retraced is a traceability & sustainability compliance management platform that enables fashion companies to digitize & trace their supply chains, efficiently manage their compliance data, and gain full transparency down to the raw materials. The advanced data-driven platform enables all stakeholders in textile and fashion supply chains to connect their entire network onto one platform. This allows all parties to collaborate to ensure efficient and automated Data Collection, Data Analysis/Evaluation, and Data Reporting/Sharing relevant to working conditions, materials, certifications, environmental impact and so much more.
Retraced is from Germany with 75 employees in Europe that raised over $10 million.
Responsible team
Challenges
After raising their Series A round, the leadership at Retraced were looking to scale their lead generation efforts using high impact, high value campaigns. Their innovative blockchain based solution had it's first customers but there was a lack of awareness in the market among their audience.
Retraced were looking to acquire new clients in Europe and the US. They were hiring new sales reps and needed a consistent way to generate new leads monthly. They had a large focus on SEO to drive inbound leads previously but it was not enough and they wanted to be more proactive. Their team tried outbound outreach but did not secure the results they were looking for.
Solutions
We focused on companies with 500 employees all the way to 10,000 employees in the retail sector across Europe and North America. FMCG and fashion & apparel brands were the sweet spot.
In collaboration with the client, we meticulously identified ICPs, focusing on decision-makers and stakeholders such as:
- Head of Supply Chain
- Head of Sustainability
- Head of ESG & CSR
- Head of Innovation
In the larger companies, we also targeted manager level titles to improve chances of acceptance and success. We went with a multichannel approach, utilizing both LinkedIn and email, for outreach. Our team bought domains and email addresses, warmed them up for 3 weeks and started with email. We deployed 3 optimized LinkedIn profiles to the campaign.
Our team created multiple campaigns targeting the different departments we were focusing on, each with specific messaging resonating with those department heads.
Results
- Our email campaign achieved an average open rate of 45% and a reply rate of 6%.
- On LinkedIn, we achieved an average of 27% connection acceptance rate and a 8% reply rate
- We targeted 6,000 leads in total.
- In 6 months, we secured 66 appointments
- Our collaborative approach led to successful closings totalling almost $100,000 in 6 months and a large pipeline of proposals in progress.
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