8 Qualified Meetings Booked in 2 Weeks for Northeast Ohio Vistage Chair Rob Winings
“Within the first day we got 1 qualified lead. Within a week we had 4 qualified leads, and within 2 weeks we had 8 qualified leads.”
Rob Winings chairs Vistage CEO peer groups in Northeast Ohio. RevenueFlow defined exactly which CEOs he wanted to meet and a compelling reason for them to meet him, launched within a week, and delivered 8 qualified leads within two weeks.
The problem we stepped into.
Rob Winings is a Vistage Chair in Northeast Ohio.
Growing his CEO peer groups depends on first conversations with a narrow set of CEOs in his own region who are the right fit for the group.
He had been through four marketing companies, paying a lot up front in the hope of good results, and the results had not been good.
When he first heard that RevenueFlow could generate leads with technology, he was highly skeptical.
“We had some really in-depth conversations about that, which I think were really helpful in our messaging.”
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.
Define the value before the list.
In-depth conversations with Rob about who his target audience was and the value he provides came first. Rob credits them with making the messaging work.
Target only the CEOs Rob wants to meet.
At least $10 million in revenue, based in Northeast Ohio, under 10 years as CEO, and a short list of titles: CEO, President, General Manager and Managing Partner.
Give every CEO a reason to meet Rob.
The outreach answered one question: why do you want to meet with Rob? The team worked out a compelling answer before anything went out.
Launch in a week, pay only for qualified meetings.
The campaign went live within a week. Rob only pays for qualified leads who show up to the meeting and complete the conversation.
“I've been through 4 marketing companies, spending a lot up front, hoping to get good results, and it has not been good.”
Results in a nutshell.
| Metric | Before RevenueFlow | After RevenueFlow |
|---|---|---|
| Lead generation | Four marketing companies, paid up front | Paid only for qualified meetings that show up |
| Time to launch | Long ramp before any results | Campaign live within a week |
| First result | Results that had not been good | 1 qualified lead on day one |
| Two weeks in | No pipeline of qualified CEOs | 8 qualified leads, 5 meetings booked for the following week |
Hear it from Rob Winings.
Read the transcript
Interviewer: Rob, thank you so much for joining me in this testimonial today. Can you quickly walk us through what RevenueFlow actually did?
Rob: Great, Ben. Well, once we agreed to go forward, the first thing we did was really strategically look at who our target audience was and what value we were trying to provide. We had some really in-depth conversations about that, which I think were really helpful in our messaging. Once we defined the value prop and the messaging, I told Ben, look, I only want to talk to CEOs that have at least $10 million in revenue, that are geographically in Northeast Ohio, my region, and that have been a CEO for less than 10 years. And I gave him some titles: CEO, President, General Manager, Managing Partner. We came up with a list of those. We also defined what our message was. Why do you want to meet with Rob? We came up with a really compelling reason for that.
Rob: So within a week we launched a campaign, and within the first day we got 1 qualified lead. Within a week we had 4 qualified leads, and within 2 weeks we had 8 qualified leads. Of those 8 that were qualified, 1 was a no: it was a nonprofit that couldn't afford it. 2 I decided were not good fits for the group. And the remaining 5, I have meetings with next week. I put the probability on all of them at 50/50.
Interviewer: Wow, Rob, that's fantastic. How is our approach different to other lead generation providers you've worked with in the past?
Rob: Well, as you know, Ben, when we first talked, I was highly skeptical. I've been through 4 marketing companies, spending a lot up front, hoping to get good results, and it has not been good. So when I heard this company can generate leads and they use technology and all that, I was like, okay, great. But there were 2 reasons I decided to go forward with our pilot. The first one was Sales Xceleration. I have a Sales Xceleration member in my group, and I know they're an organization with high credibility that takes seriously who their key partners are. So Sales Xceleration was saying, hey, these guys are good.
Rob: But the most important reason was they were only going to charge me for qualified leads that showed up for the appointment. So not only is it a qualified lead, they have to show up and we have to complete what I call an information exchange. To me, that was putting their money where their mouth is. You're not going to pay us a dime until we generate a qualified lead. There's probably a bunch of other really cool high-tech stuff in the background that I wouldn't understand anyway, but the fact that they're putting their money where their mouth is, and only having us pay for qualified leads, was a big reason.
Interviewer: Awesome, Rob, thank you so much. And lastly, what would you say to another Vistage chair considering working with us?
Rob: I'd talk to Ben, talk it through and see what you think. And then feel free to call me if you want to hear about it, because I have the results.
Interviewer: Awesome, Rob. Thank you so much. Really appreciate that.
“To me, that was putting their money where their mouth is. You're not going to pay us a dime until we generate a qualified lead.”
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