TuSpeaking specializes in online language training delivered exclusively to B2B clients and corporations. They offer flexible programs with native, live teachers and an interactive e-learning platform. All their customized courses are eligible for FUNDAE funding and focus on specific business needs.
1. Context and challenge
Project summary:
Design and implementation of a new B2B prospecting and content strategy targeting key sectors (Renewables, Logistics, Industry), focusing on Lead Nurturing efficiency and communication scalability (email and calls).
Initial situation:
TuSpeaking, a professional language training company, aimed to scale its B2B client portfolio within specific high-value sectors (renewables, logistics and engineering industry among others). The challenge was threefold:
- Lack of specific and automated content for Sales Navigator.
- Inconsistency in measuring and managing lead communication flows.
- Need for precise segmentation to enable sales teams to conduct effective cold-calling.
Project objectives:
- B2B content design: Create optimized content for LinkedIn Sales Navigator and automate its publication.
- Market segmentation: Identify and segment key sectors with a customized telemarketing pitch.
- Communication architecture: Design an automated lead nurturing flow to improve the sales team's efficiency.
2. Strategy and actions
My role centered on prospecting architecture, creating a new email marketing campaign and the execution of B2B content.
A. Content strategy and automation (Buffer & LinkedIn)
Content for Sales Navigator:
I created 10 pieces of original, value-driven content focused on talent and upskilling trends specific to the Renewables and Industry sectors.
Content automation:
Buffer was implemented to schedule and publish the content, ensuring a constant and professional presence on LinkedIn Sales Navigator without daily manual intervention.
Key content metrics:
I defined and tracked essential metrics: engagement rate, link CTR, and content-generated leads.
B. Market segmentation and telemarketing
B2B segmentation:
I analyzed the market to focus efforts on renewables, logistics and industry, segmenting based on company size and the need for specialized business English.
Telemarketing pitch:
I designed 3 unique pitches, adapting the language to the specific pain points of each sector.
C. Flow architecture (email and calls)
Email marketing workflow (Mailchimp):
I designed a nurturing flow activated after a B2B resource download. The flow aimed to warm up the lead before the sales call.
Call workflow (CRM/Sales):
I created a workflow for the sales team, defining when and how the call was made:
- High Priority: Leads who opened the last email and visited the pricing page.
- Medium Priority: Leads who opened 3 out of 5 emails.
The tailored pitch was applied only to high priority leads, optimizing team time.
Newsletter and measurement:
I created and launched new posts for the newsletter to maintain top-of-mind awareness, measuring the open rate and clicks toward core services.
3. Results
Content and Communication Metrics:
- LinkedIn engagement rate: The new, automated content via Buffer increased the engagement rate on sales navigator by 3.2%, significantly enhancing the sales team's visibility.
- Newsletter efficiency: The newsletter achieved an Open Rate (OR) of 22.3% and a CTR of 3.6%, demonstrating message effectiveness.
- Successful segmentation: Segmentation allowed the sales team to reduce time spent on unqualified leads, focusing efforts on higher potential accounts.
Key call workflow metrics:
- Lead-to-opportunity conversion: The call workflow increased the conversion rate from lead to sales qualified opportunity by 18.1% in the targeted sectors.
- Resource optimization: Prioritization based on email engagement reduced failed call attempts, improving team morale and time efficiency.
Strategic conclusion:
The project transformed TuSpeaking's prospecting from an irregular activity into a multichannel, automated nurturing system. By aligning LinkedIn content with call prioritization and email nurturing, I established a more predictable, efficient, and targeted B2B sales machine, clearly focused on the most profitable sectors.