Context: an advertising agency with a strong reputation in Mexico
Innocean Mexico is an advertising agency with an established reputation. Its commercial growth, however, depended almost entirely on inbound contacts and referrals.
The challenge: no formal lead generation process
Without a proactive lead generation strategy, Innocean had limited reach to new clients in strategic sectors:
- The pipeline depended on inbound and referrals.
- There was no process to reach new accounts directly.
- Growth was hard to plan.
The goal: reach strategic accounts through outbound prospecting
Implement an outbound approach to reach:
- Decision-makers in sectors such as retail, food and beverage, education and consumer services.
- Strategic cities in Mexico: Mexico City, Monterrey and Guadalajara.
Siete's solution
Team and scope
A Siete SDR, copywriter and delivery manager worked together to book meetings with Innocean's potential strategic clients.
How we executed it
- ICP by sector and location: we defined ideal customer profiles by industry and city.
- Value proposition positioning: we adapted Innocean's message to attract the right leads.
- Multichannel outreach: email, LinkedIn and phone with personalized messages.
- Qualification with LinkedIn Sales Navigator: we validated every prospect before booking.
Results
In under three months, Innocean had a predictable flow of qualified meetings:
- More than 12 qualified meetings per month with strategic accounts.
- 3 strategic cities covered: Mexico City, Monterrey and Guadalajara.
- Average quality of 3.5/5, as rated by the client.
- Access to decision-makers in priority sectors and regions.
- Sales effort focused on real opportunities in the funnel.
Why it worked
- Combining sector and city in the ICP focused prospecting where Innocean had the most to offer.
- Coordinated work between SDR, copywriter and delivery manager sped up the ramp-up.
- Up-front qualification kept the calendar free of low-potential meetings.
Next steps
With outbound prospecting in place, Innocean keeps expanding its client portfolio. While its sales team focuses on closing deals, Siete keeps an active pipeline of qualified opportunities.
