The best marketing campaigns take place across multiple touch points. All marketers know this.

But even when you’re engaging with people through various channels—say, social and email—there’s one place you’re ultimately driving them to, and that’s your website.

“Your website is the middle of a sandwich, so that's where everything comes from,” Tom Watson says.

As Demand Generation Manager at StraightIn, a LinkedIn marketing agency, Tom is responsible for building a qualified sales pipeline.

Overseeing two websites with a combined 10K traffic per month, StraightIn got plenty of visitors from existing email and social campaigns, as well as organic search.

However, an inability to deanonymize these website visitors made it harder for Tom to identify warm leads.

Within two weeks of integrating our revenue orchestration platform, StraightIn increased email engagement rates and closed two deals totaling $10K in revenue. Plus, Warmly’s tools have enabled Tom to reduce LinkedIn Ads spending while retaining campaign success.

“Warmly gives us the ability to have engaged prospects from the start,” says Tom.  “We've seen an increase in response and open rate just from using this level of insight into who's looking for us.”  

Skip ToFu, Go MoFu

Top-of-funnel marketing—advertising broadly to create awareness—is expensive. That’s because just 5% of your total addressable market (TAM) is ready to buy.

So, although Tom saw a decent amount of traffic on the StraightIn website thanks to ToFu marketing campaigns, not all of these leads were interested in purchasing (or even able to make the purchasing decision for their company.)

“The first click is the most expensive one,” Tom says. “You wouldn't ask your first date to marry you. So, you have to go through the whole step-by-step of meeting them, showing them again, showing them again.”

Rather than persevere with a high-cost, low-result marketing strategy, Tom turned his attention to capturing only high-intent leads—and Warmly made this effortless.

Warmly works behind the scenes to reveal company-level and contact-level data from website visitors and can qualify visitors according to how warm they are. Visitors are then directed to a particular outreach strategy.

To optimize this process, Tom set up segments, which are essentially website filters that tell Warmly how to direct particular visitors according to job title, company size, or industry.

These segments enabled StraightIn to determine which visitors were already demonstrating intent—for example, by spending a significant amount of time on the website, visiting a pricing page, or seeking out a particular topic on the blog.

Using this data, Tom set up personalized marketing and outreach campaigns across emails and social media, automatically targeting leads that demonstrate intent.

“With Warmly, we're skipping the whole top-of-funnel spend part and going straight to already engaged customers,” says Tom.

Creating Targeted, Personalized Email Outreach with Warmly Data

StraightIn had already built a decent traffic flow to its website from social ads and organic search. But Warmly’s best-in-class data made identifying and tracking website visitors even easier.

And, with visitor segmentation, Tom could direct visitors to particular email campaigns based on their interests and previous activity. Then, with UTM attribution, Tom can see when leads reappear on the Warmly website from email campaigns, leading to even more targeted outreach.

So, the outreach cycle continues, almost entirely automated, driving leads closer and closer to a purchase decision.

Given that StraightIn is relatively industry-agnostic, website visitor segmentation enables Tom to create automated email campaigns in Salesloft (their choice of email tool; Warmly also integrates with Outreach) based on different industries, increasing engagement.

“We can work with any industry as long as they're in the B2B space, which means that at any one time, we could be going after an industry who don’t have the budget or isn’t looking for it,” Tom says.

“Finding trends with Warmly at the top level is good, and it siphons into every single level. So, with all the clicks we’ve been getting on email, we can retarget everyone that’s come through and put them straight on ads.”  

These personalized campaigns have had an immediate impact on engagement. Since implementing Warmly, StraightIn has seen a 1% increase in positive reply rates on email, a 6% increase in click rates, and a 9% increase in open rates.

Using Warmly to Optimize LinkedIn Ad Spend

Speaking of ads, as a LinkedIn marketing agency, StraightIn naturally concentrates the majority of its campaigns on the site. However, LinkedIn Ads are notoriously challenging, and valuable time, money, and attention are spent building initial awareness.

“It's all really hard from the start on LinkedIn,” Tom admits. “You have to just say, ‘Here's what we do, click on the link, and go to our website.’ From there, you wait a month until, say, 300 people have clicked through. Then, you can build the middle of funnel audience.”

But, as Tom says, “That's like a month of ad spend that you essentially have to use for engagement, which you might not be looking for.”

Now, Tom uses all that juicy data from Warmly on high-intent prospects, imports it into LinkedIn Ads, and uses it to build campaigns that target already-warm leads, skipping the entire ToFu part of the process.

This has reduced StraightIn’s LinkedIn Ad spend (Tom estimates that their budget is just £500 a month) while increasing CTRs and optimizing the sales funnel. Plus, with Warmly, Tom can see exactly who has arrived on the website after clicking on a LinkedIn ad—regardless of whether they arrive days later.

At the same time, Tom uses the AI Prospector to automate LinkedIn outreach via our Salesflow integration.

So, website visitors with the right sales title are automatically pushed to a LinkedIn message campaign with StraightIn’s sales director. From there, they’re prompted to hop on a sales call, and the prospect joins StraightIn’s typical sales call cycle.

“Most of the replies are like, ‘That’s really interesting that as a marketing company, you have this in place,’” Tom says.

This strategy gets results fast. Since integrating Warmly and Salesflow, StraightIn has closed two deals from LinkedIn in just two weeks, totaling $10K.

Just Scratching the Surface of Warmly Opportunities

Tom has seen immediate results in just two weeks of using Warmly’s deanonymization features and the AI Prospector across email and LinkedIn. But they’re still just scratching the surface of what Warmly can do.

So, his next step to building a complete revenue orchestration process is optimizing the Warmly inbound chatbot by testing shorter responses.

“I think that a lot of our bounce rate from the chat is because I'm putting a lot of information out at once, whereas we need to get a bit more of a conversation,” Tom notes.

Additionally, Tom plans to initiate a cold calling outreach strategy based on Warmly data. Qualified website visitors will be cross-referenced in Cognism to produce phone number data and routed to a knowledgeable sales rep based on the company segment (SMB, mid-market, or enterprise).

“We're going to have a quick email sequence first that says, ‘Oh, I saw you’re on the website; I'm going to drop you a call later.’ They’re going to phone them in the afternoon and say, ‘Anything catch your interest?’ So, really utilize everything we can.”

Tom is also investing in updated search engine optimization on the StraightIn website, and he’s confident that once this is implemented, they’ll see even more results.

“We should get a lot more traffic soon, which will really test the limits to what we're doing with you guys, which is going to be fun,” says Tom.

As part of our customer support, we check in with Tom at StraightIn every two weeks to see how they’re doing and provide support with implementing new Warmly features. Stay tuned for more results!

Interested in implementing the same playbooks as Tom? You can get started with Warmly for free in minutes. Or, book a demo to discover more of our features.