Unleashing the Power of LinkedIn: How Visma Doubled Their Leads with One Simple Strategy
Meet Dene, the innovative marketing manager at Visma Verzuim. She knows the power of LinkedIn, with 750 million users and 40% of them engaging daily on the platform.
She saw this as the perfect opportunity to raise awareness. They posted regularly, but despite their efforts, the engagement on their posts did not seem to increase. Following up on leads through LinkedIn was a timely investment.
Dene didn't give up. With a dedicated sales team and a new strategy, they are now able to connect with 150 potential leads a week, and their company posts score 5000 views on average.
‘I would recommend Famelab to companies that efficiently want to expand their lead generation process on Linkedin. It saved us a lot of time and effort while the effect became bigger.’ Dene van Mastwijk, marketing manager at Visma.
Let’s look at the key factors in Visma’s success story!
Visma’s Challenge
To be a pro at LinkedIn takes a large investment. If it’s through training or just spending time to be present on LinkedIn, it’s a timely investment.
For marketing teams, regular posting is an agenda item that is skipped often because other priorities come up. Creating daily engagement on posts by, for example, sharing it with colleagues or motivating them to leave comments, is a hustle.
‘We wanted to reach a bigger, more specific audience and create more visibility. Colleagues were happy to like our posts but over time they forgot to click the like button because of their other priorities,” says Dene.
For sales teams, one of the biggest challenges is creating content. What to write? That is often a marketer’s specialty! Also, following up on leads is an extensive process. Perhaps you scheduled your follow-up in your CRM, but leads might fall through or other priorities keep you from sending a reminder message.
Visma’s marketing and sales team wanted to start working more closely together but there was no platform allowing their collaboration yet. That’s where LinkedIn came in.
It created a bridge between marketing and sales, marketing could share knowledge and info in LinkedIn posts, and sales could target their audience in personal messaging.
However, that alone would have cost a lot of time. Therefore they started using an automation tool: Famelab.
Their solution
Visma Verzuim’s LinkedIn game got a major boost when colleagues began to like their posts automatically. ‘This increased our views on our posts a lot.’ says Dene, the company’s Marketing Manager.
The LinkedIn Algorithm checks in the first hour after posting how popular the post is. If it’s popular enough the post will be shown to a larger audience.
But it wasn’t just likes from colleagues that made a difference. With the help of comments from the Famelab community, a group of super-motivated entrepreneurs and marketers, the engagement on Visma Verzuim’s LinkedIn account shot through the roof!
Visma’s sales team made a big step by automating lead generation on LinkedIn and invited 75 new leads a day. Dene: ‘The Famelab team helped us find the right filters on Linkedin to create the perfect target audience.’
Visma’s team could manage 3 LinkedIn accounts using only one sales representative. How? Automation and pre-designed templates helped them to respond fast and automated their follow-up. This made their lead generation strategy way more efficient.
The best part is, with the LinkedIn algorithm favoring popular posts in the first hour after posting, Visma Verzuim’s increased engagement resulted in even more visibility, putting them in front of their target audience. It’s a winning strategy that’s paying off big time for this innovative team!
Time-saving Statistics
The team saved a lot of time automating their outreach. They invite 75 potential leads a day. With a well-written invitation message, thanks to the support of the Famelab team, their acceptance rate is around 40%. That’s 150 new contacts with a personal connection each week!
To reach the same result by doing it manually, it would mean that 3 people would spend 10 hrs a week on LinkedIn each, resulting in 30 hrs a week. They saved so many hours by automating their lead generation process and follow-up!
Because their networks increased, so did the reach of social posts. Together with the automatic likes of colleagues, their company posts score 5000 views on average!
Conclusion
In retrospect, it’s clear that Visma Verzuim’s decision to leverage the power of LinkedIn, along with the automated likes and engagement from the Famelab Community, was a stroke of genius. Not only did it greatly increase their visibility on the platform, but it also led to a massive new source of high-quality leads for the sales team.
By using smart filters and automation tools, the team was able to invite 75 new leads a day, all while managing three LinkedIn accounts with ease. And with pre-designed templates and automated follow-ups, their sales reps were able to respond quickly and efficiently, making the lead-generation process a breeze.
All in all, the results speak for themselves – Visma Verzuim’s LinkedIn presence is stronger than ever, and they’re well on their way to achieving their sales goals. It’s clear that when it comes to LinkedIn, there’s no substitute for a well-executed strategy and a little bit of automation.
