Haydock Finance Case Study

Our campaign delivered 625 Leads Per Month, 31.71% Open Rate and 13.66% Reply Rate.

Trusted by more than 300 companies

Haydock Finance – Financial Services

• Delivered 625 leads per month
• Open rate of 31.71%

• Reply Rate of 13.66%

Haydock Finance

Company Background

Founded in 1980, Haydock Finance is a specialist in supportive business finance, providing funding to a wide range of SMEs for over 40 years. Their innovative thinking and ‘can do’ approach mean they can develop flexible funding solutions and deliver them via their dedicated customer support. From asset finance to vendor finance, agricultural finance and stock finance, they have it covered.

Client Quote

“Our account manager was fantastic and had a really good understanding of our requirements.”

THE CHALLENGE

Haydock Finance had recently developed and launched a new sales channel. They needed to quickly grow their target database, creating awareness and interest within their chosen target markets/sectors. All this with a view to generating meetings in a highly niche industry, which in turn would help to develop long term partnerships and relationships.

THE SOLUTION

Growthonics planned a lead generation and database building strategy for manufacturers and dealers, within Haydock Finance’s chosen sectors. Leads are generated by carefully crafted emails and LinkedIn messaging. Growthonics used variations of the client’s email account.and the leads are sent through to Haydock Finance whenever a positive response is received, and the client manages the process from there on.

1. Sourcing

Haydock Finance worked with a dedicated Growthonics Account Manager to identify their ideal

prospect and also create an outbound strategy to source and reach them effectively.

Targeting & Profiling

2. Enrichment

The Account Manager worked with the wider data team who assisted with various areas of the campaign,

i.e. email and LinkedIn copy and search criteria.

Data Collection

3. Outreach

Once the team executed the outbound campaign, weekly calls were used to report the success of the campaign

and use it for an opportunity with the client to improve the cadences.

Outreach

4. Development

Growthonics carryout continuous improvements and take on client feedback. For example, ‘bump’ emails or

LinkedIn messages being more spaced out to improve customer experience.

Meetings
Conversion

1. Sourcing

Haydock Finance worked with a dedicated Growthonics Account Manager to identify their ideal prospect and also create an outbound strategy to source and reach them effectively.

2. Enrichment

The Account Manager worked with the wider data team who assisted with various areas of the campaign, i.e. email and LinkedIn copy and search criteria.

3. Outreach

Once the team executed the outbound campaign, weekly calls were used to report the success of the campaign and use it for an opportunity with the client to improve the cadences.

4. Development

Growthonics carryout continuous improvements and take on client feedback. For example, ‘bump’ emails or LinkedIn messages being more spaced out to improve customer experience.

THE RESULTS

31.71%

OPEN RATE

Our teams at Growthonics ensured a 2 week ramp-up time to ensure that the necessary processes were in place and taking into effect so as to ensure positive engagement, high levels of email open rate and
quality leads.

625

LEADS PER MONTH

We sourced and generated the highly niche leads based on Haydock Finance’s targeted personas and ideal customer profiles to ensure that they had a predictable, reliable and scalable sales engine and pipeline. This was done with the use of technology and human resources.

13.66%

REPLY RATE

Our team of specialists managed Haydock Finance’s outbound email campaigns which also gave them access to the best automation tools on the market, giving them high visibility and high levels of email open rates, generating a positive reply rate. The benchmark is around 25-30% but due to the complexity of the engineering business, 13.66 % is an excellent achievement.

1.72%

POSITIVE ENGAGEMENT RATE

With a dedicated campaign team to manage and optimise campaign results, we helped to track and log responses in order to optimise reply rates achieving a 1.72% positive response rate.