Fleurs d'ici (ethical flower delivery): a digital prospecting process to generate 52 SME & Key Account meetings

Created in 2017, Fleurs d'Ici is a French brand of local and seasonal flowers. The brand offers ethical flowers that are 100% made in France.

Fleurs d'Ici called on Growth Room to benefit from our support in Growth Outbound.

Before our support, Fleurs d'Ici had not integrated digital levers into their lead generation strategy. They now want to activate them in order to generate qualified leads on various types of targets.

The objective of our mission:

• Since Fleurs d'Ici has a very particular type of prospect, it was a question of testing all the targets on digital technology (SMEs, ETI, major accounts)
• Set up a semi-automated lead generation process to generate qualified leads on an ongoing basis
• Provide support on the structuring of tools (in particular the processing of leads by Hubspot CRM) and on the Outbound strategy
• Provide all the resources necessary for Fleurs d'ici in order to facilitate the development of internal teams' skills (tools, outbound strategy, etc.)

We have therefore implemented a Growth Outbound strategy by activating several levers: scraping, database enrichment, cold emailing, Linkedin Automation.

Our results:

• +6000 email shipments (on cold bases, built by us)
• 51% opening rate
• +52 qualified appointments with prospects with high potential (Renault, Chateauform, Midas...) and many others who continue to fall even after our support

Personas segmentation

Initially, we identified the priority personas of Fleurs d'Ici.

The existing personas were studied and challenged to then be prioritized according to their potential value and their ease of converting into qualified leads.

Several personas have therefore been identified and classified according to their potentials. The objective is to send ultra-personalized messages/cold emails to identified targets focused on the issue of image and the environmental aspect. We targeted:

• SMEs (small and medium-sized enterprises) and large accounts: we found that the conversion period for this target was quite long but that it represented a high potential value.
• VSEs (Very Small Businesses): a large volume of people to contact has been counted. The conversion time for this target is shorter. We segmented this target according to existing data (HR, Office Manager...)

Subsequently, scraping and database enrichment work was carried out in order to build qualified audiences:

• Scraping Linkedin and other relevant sources in order to build qualified audiences to target in cold emailing
• Creation of lists of prospects to be targeted by cold emailing via Linkedin Sales Navigator
• Enrichment and deduplication of databases via the results found through scraping

Implementation of the main acquisition levers

Two levers have been used to accelerate the acquisition of new leads: cold emailing and Linkedin automation.

Cold emailing:

The objective is to generate leads and registrations via the cold emailing approach personalized according to the targets.

For this we have:

• Accompanied the Fleurs d'Ici teams in writing cold emailing schedules
• Enriches prospect data collected through scraping with the Dropcontact tool
• Created, launched and optimized the first campaigns

LinkedIn Automation:

The objective of using this channel is to generate leads by automating invitations and Linkedin messages.

What we have put in place:

• Identification of target Linkedin accounts using Lemlist and/or Phantombuster tools
• Writing approach messages according to identified targets
• Configuring the automation of adding requests and launching the first campaigns
• Analysis, Reporting, and Iteration

Launch and optimizations of the various campaigns

Several lead generation campaigns aimed at different targets working for SMEs, Key Accounts and VSEs have been launched:

• Campaign for Key Account Managers or Key Account Managers: 60% opening rate and 1.5% conversion

• Campaign targeting CSR (Social and Environmental Responsibility) functions: cold email with 1% of leads generated
• Campaign for HR Directors (Human Resources Directors): opening rate increased from 30% to 46%
• Campaign for functions in External Communication: rate of 42% with a click rate of 12%
• Campaign for Sustainable Development Directors: this campaign worked very well with fairly high engagement rates. On the other hand, the sales process is long because the target is not the decision-maker.
• Campaign for CEOs in sustainable development: this campaign shows very good engagement rates. However, the target had to be narrowed down because it was too large.
• Campaign for Office Managers: 59% opening rate
• Campaign for event managers: 48% opening rate and 15% click rate

The campaigns put in place allowed us to reach key accounts such as Midas, Renault, Promod, Chateauform with very good results:

Campaign management and lead processing on Hubspot (CRM)

So that Fleurs d'ici can manage its commercial prospecting, we have set up a dashboard on Hubspot. This allowed them to monitor the turnover achieved and the potential turnover on the various targets identified.

Fleurs d'ici therefore had access to:

• Key Performance Indicators (KPIs)
• Monitoring of the turnover achieved
• Monitoring of potential turnover
• Follow-up of orders on the various targets
• Number of orders placed (weeks, months, years)

In order to have an exhaustive vision of performance, we also built an MRR (Monthly Recurring Revenue) monitoring table.

The objective is to allow Fleurs d'ici to effectively manage its real and potential MRR (Monthly Recurring Revenue) through a centralized tool.

What we have put in place:

• Implementation of the various properties and the lead processing process on Hubspot
• Automation between the Hubspot tool and Google Sheet in order to display the real and potential MRR (Monthly Recurring Revenue)
• Creation of an MRR (Monthly Recurring Revenue) monitoring table

Assessment and Next step:

Following our support, we allowed Fleurs d'ici to set up semi-automated and perfectly scalable prospecting.

Post-support, we continued to train Fleurs d'ici's internal teams through videos and through our training Growth Lab so that they can manage their acquisition by themselves.

To date, Fleurs d'ici continues to generate qualified appointments. Our strategy has impacted Fleurs' growth in the long term:

Next steps:

After having implemented an effective B2B lead acquisition process, Fleurs d'Ici now also trusts us with their B2C offer.

The objective: to implement a multi-channel media strategy (Facebook, Google, Pinterest) to increase reputation and sales volume while maintaining an attractive acquisition cost.

If you also want to test several acquisition levers and set up a scalable lead generation model, do not hesitate to contact us directly on the site Growth Room.

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