How Libra Interiors Confirmed 20+ Qualified Meetings in Under Two Months
RevenueFlow sent 10,359 emails and used LinkedIn outreach to help Libra Interiors confirm more than 20 qualified meetings in under two months. Touch 2 reached a 6.48% unique reply rate, a 2.7x improvement on the initial campaigns.
The problem we stepped into.
Libra Interiors is an omnichannel home-interiors brand with shops up and down the UK, from Newcastle through Brent Cross to Kingston in Surrey, serving independent retailers and interior designers on a B2B basis, with about 1,500 products in the collection and roughly 54 years of trading behind it.
It had an established customer base and an established team of territory managers.
Outside of trade exhibitions, though, it was becoming increasingly difficult to drum up new business.
At the same time the business had shifted its model to become more important to its ideal client profile of interior design practices, particularly within commercial interiors, and was struggling to get a foothold and traction with that specific prospect area.
Exhibitions, cold outreach run by the in-house marketing team, and territory managers knocking on doors had all been tried.
In Paul's assessment the team was not sure it was asking the right questions, did not have the technology in place, and did not really understand how to scale the outreach, so it was a slow, laborious process.
Libra approached RevenueFlow with one intent: to get in front of that exact ICP.
| Tool / Channel | Before | Optimization | Result |
|---|---|---|---|
| New-business channel | Trade exhibitions, with new business increasingly hard to find outside them | LinkedIn outreach on the team's own profiles plus email campaigns to the agreed ICP | 20+ qualified meetings confirmed in under two months |
| Everybody had a profile; the business was "just dabbling in it" | Profiles enhanced and honed, then outreach with the right messages to the right audience | A LinkedIn-sourced opportunity Paul puts in the top 10% of pipeline aspirations | |
| Prospecting effort | Slow, laborious in-house outreach and territory managers knocking on doors | RevenueFlow took on targeting, messaging and outreach; videos and Slack walkthroughs for the team | "They took a lot of the leg work away from us. It's been very smooth." |
“RevenueFlow really opened our eyes to the potential of LinkedIn.”
What we built across the engagement.
Every engagement runs through the same six steps. Before launch, we agree the target market, decision-makers, exclusions, and Qualified Meeting definition. A meeting counts when the prospect attends and matches the agreed firmographic ICP.
Agree the exact ICP.
Libra came with one intent: get in front of interior design practices, particularly in commercial interiors. That profile, and the B2B retailer base around it, became the target for both channels.
Enhance the LinkedIn profiles.
Rather than outreach from a cold agency identity, RevenueFlow supported Paul and the Libra team in enhancing and honing their own LinkedIn profiles so the outreach came from the people prospects would actually meet.
Launch LinkedIn and email together.
LinkedIn outreach from the team's profiles and email campaigns ran to the same ideal client profile, each offering the same two next steps, so a prospect heard one coherent story whichever channel reached them first.
Drive two outcomes at once.
Every conversation had two possible next steps: an invitation to the September Open Event at the Newmarket showrooms, or a sales-qualified conversation booked directly with Libra.
Hand off warm introductions.
Prospects who responded were introduced to Paul directly. One introduction, made on a Teams call from outreach sent through Paul's own LinkedIn account, led to a meeting he puts in the top 10% of the company's pipeline aspirations.
Keep the team supplied.
Wherever the process needed Libra's input, the team had videos and Slack presentations to follow, so onboarding stayed light and any issue along the way had a ready answer.
“Almost without exception, the quality, the caliber of the leads that we've been put in contact with has been excellent.”
Results in a nutshell.
| Metric | Before RevenueFlow | After RevenueFlow |
|---|---|---|
| Route to new business | Trade exhibitions, increasingly hard outside them | LinkedIn and email outreach running continuously |
| Qualified meetings confirmed | No scalable route beyond exhibitions and manual outreach | 20+ qualified meetings confirmed in under two months |
| Email reach | Slow, laborious in-house outreach | 10,359 emails sent to the target audience |
| Unique reply rate | 2.40% across the initial campaigns | 6.48% on Touch 2, a 2.7x improvement |
| "Just dabbling in it" | Profiles enhanced, outreach with the right messages to the right audience | |
| Lead quality | Doors that were "quite hard to open" | "Almost without exception ... excellent" |
| Team effort | Slow, laborious in-house outreach | "They took a lot of the leg work away from us" |
| Working relationship | Pitches that are difficult to trust | "A strategic extension of the team", in Paul's words "definitely the latter" |
Hear it from Libra Interiors.
Read the transcript
Ben: Hello Paul. Thank you so much for joining us for this testimonial today. Before diving in, can you give us a bit of context? Tell us about who you are, your organisation, what you do and who you serve.
Paul: Certainly, Ben. I am Managing Director and owner of Libra Interiors, and we are an omnichannel home interiors brand. We have shops up and down the UK, from Newcastle down through Brent Cross to Kingston in Surrey, and we serve independent retailers and interior designers on a B2B basis. We've been running for about 54 years and we have about 1,500 products in the collection.
Ben: Brilliant. And Paul, can you walk us through the problem? What problem were you looking to solve before you brought RevenueFlow on board?
Paul: We've got an established customer base and an established team of territory managers. What we were finding was that outside of trade exhibitions, it was becoming increasingly difficult to drum up new business. At the same time, we have shifted our business model to become more important to our ideal client profile of interior design practices, particularly within commercial interiors environments. And so we were struggling to get a foothold and traction with that specific prospect area. And so we approached RevenueFlow with that intent, just to get us in front of that exact ICP.
Ben: Brilliant. And can you walk us through a bit more about what you tried before that didn't actually work?
Paul: We've done various exhibitions. We've done cold outreach ourselves through our own marketing team and our own efforts. And we've got established territory managers who are knocking on those doors, but sometimes it's quite hard to open them.
Ben: And why didn't those previous approaches work? Why weren't they as effective as they could be?
Paul: I'm just not sure that we were asking the right questions. I'm not sure that we had the technology in place and really understood how we could scale the outreach. So it was quite a slow, laborious process.
Ben: Brilliant. And can you introduce us to what RevenueFlow did and how our approach differed to what you were trying previously?
Paul: I think that RevenueFlow really opened our eyes to the potential of LinkedIn. Everybody in the business has a LinkedIn profile, but I felt like we were just dabbling in it. RevenueFlow demonstrated their thorough understanding of LinkedIn's potential as a platform. They supported us in enhancing and honing our profiles and in reaching out with the right messages to the right target audience.
Ben: Brilliant. And whilst working together, we've obviously been working on this two-pronged sales approach, with driving invitations to this event that you're hosting in September, but also in booking sales-qualified conversations as well. Can you tell us about your thoughts on these metrics that we've been delivering so far?
Paul: I don't have the absolute metrics with me here, but what I would say is that I think both the marketing team and myself have been pleasantly surprised by the very positive response that we've had, both from the email campaigns and the LinkedIn campaigns that RevenueFlow have created for us.
Ben: And how would you rate the quality of the responses and the meetings that we've generated? And are there any meetings that we've generated which stand out in particular for you?
Paul: I would say that almost without exception, the quality, the caliber of the leads that we've been put in contact with has been excellent. RevenueFlow have shown a thorough understanding of our ideal client profile. And they've been very successful. Only yesterday I was introduced, on a Teams call, to someone that they'd used my LinkedIn account to reach out to, and that looks to be very promising. We're meeting up with the prospects in the next couple of weeks.
Ben: And how big a potential is that? A bigger opportunity than you're used to working, then, Paul?
Paul: It's considerably bigger. Yeah, I would put that in the top 10% of our pipeline aspirations. I don't want to put a number on it, but we were genuinely impressed.
Ben: Brilliant. No, that's great to hear, and thanks so much for those kind words. In terms of the onboarding, sometimes working with lead gen partners, it can take quite a lot of time to get going. What did getting started require from your team, and specifically how much of your time and effort did onboarding take?
Paul: We were pleasantly surprised. It's often a barrier at the start of a relationship, but I think RevenueFlow were very clear, open and honest about the time that it would take. They took a lot of the leg work away from us. And if there were ever any issues relating to the process or following their instruction, there are myriad videos and Slack presentations which helped us along the way. So it's been very smooth.
Ben: Brilliant. And working with the team, how's it like? Have we felt like a transactional partner, or have we felt like a strategic, almost extension of your team?
Paul: Definitely the latter. I think the frequency and the quality of the communication speak for themselves. And I'm surprised at how short a time we've been working together, because it does feel like you're already deeply entrenched in our business.
Ben: Brilliant. And Paul, lastly, what was your biggest concern before joining us? And if someone else had that same concern, what would you tell them today to encourage them to work with RevenueFlow?
Paul: I'd say that it's quite difficult to trust and believe in the pitches that get put across your desk. Most CEOs, MDs get 400 emails a week offering the earth. And I would say that we feel like we've been very fortunate in meeting RevenueFlow, because they've delivered exactly what they promised to deliver.
Ben: Brilliant. Well, Paul, thank you so much. It's been an honour working with you and your team, and we look forward to continuing this journey for years to come.
Paul: As do we. Thank you, Ben.
Ben: Cheers, Paul.
“Most CEOs, MDs get 400 emails a week offering the earth ... we feel like we've been very fortunate in meeting RevenueFlow because they've delivered exactly what they promised to deliver.”
Everything Paul said.
“RevenueFlow have shown a thorough understanding of our ideal client profile.”
“I would put that in the top 10% of our pipeline aspirations.”
“They took a lot of the leg work away from us ... it's been very smooth.”
“I'm surprised at how short a time we've been working together because it does feel like you're already deeply entrenched in our business.”
“Definitely the latter.”
“I think the frequency and the quality of the communication speak for themselves.”
“Both the marketing team and myself have been pleasantly surprised by the very positive response that we've had, both from the email campaigns and the LinkedIn campaigns that RevenueFlow have created for us.”
Scaling together.
In under two months, the motion confirmed more than 20 qualified meetings. Paul describes the relationship as a strategic extension of the team rather than a transactional partner, and says it already feels deeply entrenched in the business despite how short a time the two companies have worked together. LinkedIn and email continue to drive invitations and sales-qualified conversations with interior design practices.
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