Glints, a leading provider of offshore talent solutions, recognised early on they needed the right content and lead generation partner to launch into the Australian market. Here's a detailed look at how this collaboration unfolded, transforming Glints' approach to reaching their target market.
The Challenge
Giles Kirkham, the head of Glints’ expansion into the Australian market, faced a significant challenge. As the sole representative in Australia, he had to wear many hats: sales, operations, and account management and sales. The added pressure of creating high-quality content and engaging potential clients in a competitive market was overwhelming.
"The way we sell has really changed a lot over the last few years, particularly with all the digital platforms and the importance of content," Giles explains. "Australian buyers like to know who you are, see you, and make sure you're an expert. They won't typically respond to an outbound email just because it offers the services and price they need. It really is about relationship and community selling."
The Solution
Xsellerate provided Glints with the expertise and tools needed to craft compelling narratives and reach their target audience effectively.
"What Xsellerate enabled us to do is put our message out there, tell the story of who we are, what we do, and why we do it," Giles says. "This has been crucial. When we do eventually do outreach, it feels more like a warm handshake rather than a cold call. It's a much more efficient way of doing things."
Implementation
Xsellerate didn't just offer a one-size-fits-all solution. They worked closely with Giles to understand Glints' specific needs and tailor their approach accordingly. This included:
Content Strategy Development: Crafting a strategic plan that highlighted Glints’ strengths and unique selling propositions focusing on the ideal buyers pain points, hopes, dreams, misconceptions and objections.
High-Quality Content Creation: Producing engaging content that resonated with the target audience, leveraging both repurposed material and fresh, original pieces.
Lead Generation Tactics: Utilising LinkedIn as the primary channel, Xsellerate helped Glints significantly increase their reach and engagement.
"The expertise Xsellerate provided is something I didn't have. I'd only scratched the surface. They’ve been a true marketing and sales partner that I wouldn’t otherwise have," Giles notes.
Results
The collaboration yielded impressive results. Within just five to six weeks, Glints saw their LinkedIn posts reach unprecedented levels of engagement.
"I’m getting some posts that are reaching 13,000 to 14,000 impressions," Giles shares. "The growth in my network within LinkedIn has gone up about 10 to 15 percent, and these are highly targeted personas. These are all the people we need to be talking to."
Not only did this increase in visibility lead to more contacts and meetings, but it also paved the way for new opportunities. "I've had new organizations and contacts reach out as well," Giles adds. "The results are certainly beyond what we expected, and we’re looking forward to them developing and growing."
For Glints, the partnership with Xsellerate has been transformative. By leveraging Xsellerate’s expertise, Glints was able to efficiently produce high-quality content and execute a strategic lead generation campaign, significantly enhancing their market presence.
"Having a partner like Xsellerate that knows the market, tools, and how to communicate has been unbelievable. It’s made my life so much easier, particularly when working alone," Giles concludes. "The advice and expertise Xsellerate provides is invaluable."
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