Gamino: Over 25 leads per month

Gamino: Generating leads through multi-channel prospecting on disability awareness

Gamino Propose a digital platform dedicated to the Disability awareness in business. The objective: to help organizations better integrate disability and diversity issues into the heart of their HR policy.

The challenge: Develop an innovative and targeted acquisition channel

Faced with a market that was still not very industrialized, Gamino had to generate a continuous flow of qualified leads while quickly identifying the good interlocutors in business (HR, QVT, disability referents, management). The challenge: industrialize prospecting without losing the refinement of targeting.

• Create a new acquisition channel based on multi-channel prospecting.
• Qualify leads effectively for the sales team.
• Reach hard-to-reach targets and raise awareness on complex topics.

This strategy should allow Gamino to expand its customer base while educating the market on disability awareness.

The solution: structured and personalized multi-channel prospecting

To meet these challenges, we have built a three-step strategy, combining precise targeting, adapting the pace and tailor-made messages.

Phase 1: Identification of target personae

• Disability referents or diversity
• QVT/QHSE managers
• RH/DRH
• CEO/DAF (SMES)

This first step made it possible to focus efforts on decision makers who were most receptive to HR transformation and inclusion.

Phase 2: Structuring the pace of prospecting

• Launch of “red thread” campaigns: broad targeting, High frame rate for a continuous lead pipeline.
• Deployment of “qualitative” campaigns: restricted targeting, with messages personalized according to the sector or the type of business.
• Precise control of volumes to avoid any saturation of the sales team.

This structuring made it possible to combine volume and quality, while maintaining the smooth management of incoming leads.

Phase 3: Multi-channel activation via Email & LinkedIn

• Emailing : custom sequences enriched with corporate data.
• LinkedIn : a two-step approach (connection then message), encouraging you to make an appointment or to download a resource.
• Integrating the results into a Shared CRM to manage performance in real time.

The Copywriting has been adapted to each persona to maximize relevance: regulatory for disability referents, human and retention for HR/QVT.

Achieved results

• More than 25 qualified leads per month averaging
• 50% of leads are transformed into customers
• Development of new commercial targets and enrichment of the pipeline

This approach allowed Gamino to establish his position on the Disability awareness in business and to create a scalable acquisition model.

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