Before beginning the email campaign we observed that the veterinary industry was not quite active nor engaging on LinkedIn. Our client needed to be able to communicate with their prospective client more personally, which is what may usually be their client’s typical attitude.
The company size we would target would be small to the smaller sized midsize, the prospect is going to be a senior leader with budgetary control which would often be the owner or CEO of the clinic or hospital. Geographically we were going to prioritize local companies but expand that out over time to be North America-wide.
Because of the seasonal nature of the products and services, our client has limitations on his availability to participate in the sales process, so we chose to implement a hybrid approach that would allow us to fulfill full-service sales requirements and provide an email campaign with lead nurturing, conversation management and follow-ups.