The challenge
A freight management software company wanted CEOs, CIOs and heads of IT at small and mid-size freight forwarders across Southeast Asia. The market is crowded, and the buyers rarely answer cold email.
What we did
- LinkedIn led the campaign, focused on CEOs, CIOs and heads of IT at freight forwarders with 50 to 200 staff.
- Email ran alongside: 12,163 emails over the campaign across Southeast Asia and Australia, sent at a steady pace, each list checked by a person. Replies were the lowest of the three channels, so effort shifted.
- WhatsApp was added for warm follow-up in Malaysia, Indonesia and the Philippines: 925 messages and a 34.4% reply rate.
- Accepted12.4% of LinkedIn invitations
- Replied34.4% of 925 WhatsApp messages
- Qualified178 qualified leads across all channels
- Meetings60 meetings
What worked
When email underperformed, LinkedIn and WhatsApp carried the campaign. In Southeast Asia, buyers answer on WhatsApp.
What slowed results, and what we changed
What slowed it
Email. 12,163 emails across Southeast Asia and Australia had a 0.5% reply rate, the lowest of the three channels.
What we changed
Effort moved to LinkedIn, and WhatsApp was added for warm follow-up in Malaysia, Indonesia and the Philippines.
Client names are kept private. Each campaign was led by our founder, and every figure comes from the campaign's own report.