Channext was receiving the majority of its sales through traditional channels. The founders had a very well-established network within the IT market, which had allowed them to grow their client base to a respectable amount solely through their own network.

However, the founders came to realize that for further growth, they would need to tap into a network outside of their own. This is why they wanted to utilize digital marketing to generate leads to approach. But since they hadn’t yet utilized digital channels for lead generation, they struggled to find the optimal way of generating leads online.

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Given that the software offered by Channext is new to the market, the bottleneck in the funnel was the start of the customer lifecycle. This required us to first educate their potential customers before guiding them further down the funnel. This was achieved by starting an experimentation track to test what would work best in first educating and later generating new leads for Channext.

• LinkedIn ads with engaging content
• Webinar email flows to warm up and follow up with leads after attending
• Building workflows and mail flows in HubSpot to warm up leads that enter the funnel
• Experiments with various visuals and advertising copy to find the message that resonates with the audience
• Experiments with different types of webinars to reduce the time spent on marketing efforts

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