The Company
LeGar Mixology is an SME specializing in beverage and mixology management for exclusive corporate events. Their services are designed to make a lasting impression and include:
- Stand Up Tasting: Guided tastings with experts.
- Mixology Contest: Team-building and interactive experiences for groups.
- Beverage Advisory: Creation of customized cocktails for events and brands.
Prior to collaborating with Merakyn, LeGar Mixology sought a more effective and digital method to connect with potential B2B clients.
Summary of Results
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profiled contacts through Sales Navigator
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qualified leads obtained in 2 months
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negotiations initiated with potential B2B clients
The Challenge
LeGar Mixology primarily relied on word-of-mouth and participation in fairs and events to acquire clients but struggled to ensure a consistent flow of business opportunities.
Without a structured and scalable method, growth heavily depended on personal relationships and direct contacts, making short-, medium-, and long-term business planning challenging.
Strategy and Process
We structured a lead generation process on LinkedIn and E-Mail based on 4 main pillars:
Strategic Targeting
Using LinkedIn Sales Navigator to identify relevant decision-makers, targeting Event Managers, Communication, and Marketing Managers of companies with over 50 employees. Additionally, experienced accounts from a list of event and communication agencies were selected to ensure a focused approach on both companies and agencies.
Personalized Messaging
Creating customized contact sequences with a non-intrusive approach, centered on the value of the proposed experience.
Automation with Skylead
Implementing a tailored automated flow of connection proposals, personalized messages, and follow-ups to maintain continuous dialogue with qualified contacts.
Nurturing and Optimization
Segmenting leads and targeted follow-ups to convert interest into concrete appointments. Upon a prospect’s response, automation stops, and the LeGar Mixology team takes over the conversation, analyzing the profile and deepening the dialogue to schedule an introductory call, present services, and conclude the sale in a personalized manner.
This combination of strategy and automation enabled LeGar Mixology to scale their commercial activity without wasting time on irrelevant contacts.
Concrete Results
In the first 2 months of activity:
- 2,700 qualified contacts were identified through LinkedIn Sales Navigator, segmented between corporate decision-makers and professionals in the events and communication sector to maximize business opportunities.
- 120 conversations were initiated with decision-makers in the corporate events sector via LinkedIn and E-mail.
- 7 concrete business negotiations were opened, leading to a return on investment (ROI) over 3 times the cost of activities.
The combined use of LinkedIn Sales Navigator and Skylead allowed for automating the initial contact without losing the human element, ensuring smooth and personalized interaction with prospects.
The company thus experimented with and then established a replicable and scalable sales process, enabling consistent growth through digital means.
