PR agency for manufacturing companies
An 8.9% reply rate and 3 deals from 2,450 contacts
- Service
- Ongoing PR for manufacturing companies
- Who we targeted
- Marketing directors with prior PR experience at manufacturers
- 2,450
- Sent
- 218
- Repliedreply rate 8.9%
- 12
- Qual. leads
- 3
- Deals
The task
PR is a hard sell to a factory: there's rarely a dedicated press person, and a generalist marketer doesn't see why it's needed or how to measure it. We had to find the few who had already worked with PR and knew what it was worth.
What we did
- 01
Built the list from three independent sources
Job postings, LinkedIn and company websites. Postings showed what the manufacturer was hiring for right now, LinkedIn showed the person's past experience, the site showed whether the company had any public presence at all.
- 02
Selected on past experience, not job title
The key filter was whether the marketing director had worked with PR before. You don't have to sell such a person on the channel — the conversation starts with the actual brief.
- 03
Accepted a narrow funnel
Of 218 replies only 12 became leads: plenty of interest, but a budget for an ongoing retainer in very few places. Three of those 12 closed.
Outcome
218 replies from a list of 2,450 contacts — an 8.9% reply rate. 12 qualified leads and 3 retainers from 180K ₽ per month.