B2B - HAVR: multiply by 5 the number of qualified prospects thanks to Facebook Ads

Created in 2017, HAVR is a French company that manufactures and distributes connected locks with light opening (BrightLock) to companies.

HAVR used Growth Room for our offers Growth Outbound and Growth Ads.

Our mission: find and experiment with several markets, conclude on their relevance, initiate semi-automated lead generation, and test/optimize Ads.

Our Growth Outbound results:

• 3 tested markets validated

• + 500 prospects contacted in 1 month

• + 30 hot leads in average monthly generation

Our results on Facebook Ads:

• Number of prospects multiplied by 5

• Cost per lead divided by 25

A great collaboration as evidenced by Jean-Marie Durandeau, Growth & Sales Support Lead at HAVR.

Here's everything we've put in place to achieve these results.

Growth Outbound

Structuring and segmentation

First, we audited their databases (customers, prospects, leads) and current workflows and automations.

We also harmonized their CRM, in particular by creating new fields to segment and filter more quickly.

The teams were also trained so that they could have a clearer pipe and thus save time (best practices, process demonstration in order to better import, deduplicate, etc.).

Once this harmonization was complete, we then segmented their personas.

3 people identified:

• The integrators
• The distributors
• Town halls/Public services

We also researched and identified acquisition channels for each of the personas of the various offers.

Creating audiences

Identified personas have been scraped onto directories and LinkedIn. The databases have been enriched for the next step: the acquisition.

Sales Machine

Creation of cold emailing and Linkedin automation rates

• Copywriting and message writing
• Definition of Call-to-Actions
• Setting up and configuring campaigns
• Pipedrive CRM integration

Launch of cold emailing campaigns

Several campaigns have been launched. These have recorded an opening rate of 80% on average.

Example of a campaign:

LinkedIn automation

Send messages to prospects on LinkedIn. Objective: nurture leads who have received an email frequency (Invitation, message, profile visit)

Summary of our actions:

Growth Ads

HAVR also asked us for the Ads.

Google Ads

Before the start of our support, two campaigns had been launched with the objective of generating leads.

Total expenditure: 1600 euros approximately. Only 5 leads generated, i.e. a cost per conversion of 320 euros.

We optimized conversion events to reduce costs, and launched two new campaigns: one in retargeting and one in DSA (Dynamic Search Ads) to “feed” and refine other campaigns.

Facebook Ads

We turned to Facebook Ads, a lever that has not yet been tested by the HAVR teams.

Here, we therefore started from scratch: creating the account, importing lists of prospects/customers (with telephone numbers for matching), creating and launching the first campaigns.

3 campaigns launched:

An acquisition campaign (lead generation):

• Impressions: 7415
• CTR: 0.81%
• 14 leads generated
• Cost per lead: €7.80

An acquisition campaign with a conversion objective:

• Impressions: 47006
• CTR: 2.62%
• 39 leads generated
• Cost per lead: €9.81

A retargeting campaign:

• 8 prospects
• Cost per lead: €16.84

On Facebook, we have Multiplied by 5 the number of prospects and divided by 25 the cost per lead (compared to Google Ads).

Note that the average basket is around 1,000 euros.

The algorithm is now learning by itself, and the cost per lead continues to fall.

Balance sheet

Following our support, we allowed the HAVR teams to set up a machine for generating qualified, semi-automated and perfectly scalable prospects. Facebook Ads has proved to be a powerful acquisition channel for HAVR, a lever that teams can now make the most of.

If you also want to benefit from Growth Outbound and/or Growth Ads support, do not hesitate to contact Bastien our Head of Growth.