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Case studyGrowth Cab × The Influencer Marketing Factory

20 meetings booked for The Influencer Marketing Factory in a pilot paid per meeting

Growth Cab was paid only for meetings with a marketing decision-maker holding at least $25K of influencer budget per campaign. It ran Spanish-language email into Latin America and calling in Southern Europe, and booked meetings with brands such as Paramount, Rituals and Aon.

The pipelinePipeline flow
Influencer marketing campaignsFor CMOs and heads of marketing Client
  1. 01Target
  2. 02Reach
  3. 03Qualify
20 meetings booked in under four monthsPaid only per qualified meeting
  • 20 Meetings booked in under four months
  • $25K Minimum influencer budget per campaign for a qualified meeting
  • 2 Regions covered: Latin America and Southern Europe
The Influencer Marketing Factory homepage: its name and the line Influencer Marketing Agency in white over a pink brick wall, the TikTok, Instagram and YouTube logos, a Get In Touch button and a woman in a blue jacket on the right
FIG. 01The Influencer Marketing Factory runs influencer campaigns on TikTok, Instagram and YouTube for global brands.

At a glance

The Influencer Marketing Factory
Client
The Influencer Marketing Factory
Sector
Influencer Marketing
Scope
Buyer personaTotal addressable marketSending infrastructureSpanish email sequencesCold callingMeeting booking
Offices
Miami and New York
Services
TikTok, Instagram and YouTube campaigns
Channels
Email and phone
Markets
Latin America and Southern Europe
Timeline
Under four months
Growth CabThe Influencer Marketing Factory
01 /The goal

Put the agency in front of brands with a real influencer budget

The Influencer Marketing Factory is a global, full-service influencer marketing agency based in the US, with offices in Miami and New York. It runs TikTok, Instagram and YouTube campaigns for brands, from creator sourcing to tracked ROI, and also offers paid social, UGC content, talent management, market research and social media management.

The work was set up as a pilot paid per qualified meeting. A meeting counted only when it was with a marketing decision-maker holding at least $25K of influencer marketing budget per campaign.

The goal was clear. Book meetings with the marketing leaders of consumer companies in Latin America and Southern Europe, the people who decide where an influencer budget goes.

02 /The execution

One persona, two regions and one rule for every meeting

Growth Cab designed and ran a focused outbound campaign for the pilot, in three steps.

Step 01

  1. Buyer persona and total addressable market

    Growth Cab wrote the buyer persona first. It named CMOs, heads, directors and VPs of marketing and growth, and senior marketing managers, at consumer companies with 100+ employees.

    Then it built the total addressable market around that persona: the companies and marketing decision-makers to reach in Latin America and Southern Europe.

    1. CMOs
    2. VPs of marketing
    3. Senior marketing managers
    4. Consumer companies
    The Influencer Marketing Factory services section headed A Full-Service Influencer Marketing Agency, Built For Measurable Growth, with six cards: influencer marketing, paid ads and social, UGC content, talent management, market research and social media management
    FIG. 02Influencer campaigns on TikTok, Instagram and YouTube lead the six services The Influencer Marketing Factory sells to brands.
    OutputA written persona and a market list for Latin America and Southern Europe.
Step 02

  1. Spanish-language sequences and calling

    Growth Cab set up the sending infrastructure and ran email sequences in Spanish to marketing leaders in Latin America. In Southern Europe, it called the same persona with the call script it wrote for the pilot.

    1. Sending infrastructure
    2. Email sequences in Spanish
    3. Call script
    The Influencer Marketing Factory page headed Mexico Influencer Marketing Agency, with a short introduction, a Contact Us button and four instant photos of creators and products
    FIG. 03The agency’s page for brands in Mexico, a Latin American market where the pilot booked a meeting with Urbanic.
    OutputLatin America by email in Spanish, Southern Europe by phone.
Step 03

  1. A pay-per-meeting qualification rule

    The pilot was paid per qualified meeting. Growth Cab was paid only for meetings with a marketing decision-maker holding at least $25K of influencer marketing budget per campaign, so every email and every call aimed at buyers with that budget.

    1. Paid per qualified meeting
    2. Marketing decision-maker
    3. Influencer marketing budget
    The Influencer Marketing Factory section How A Campaign Runs, Start To Finish, with six steps: set KPIs, define the audience, identify creators, contract and create, launch and manage, track and report
    FIG. 04Budget comes first in the agency’s own campaign process, next to goals and target markets.
    OutputGrowth Cab’s fee depended on the buyer’s budget.
03 /The results

20 meetings booked with brands such as Paramount and Rituals

Growth Cab booked 20 meetings in under four months. In Latin America, the brands met included Skandia in Colombia, Izipay in Peru and Urbanic in Mexico.

  • 0120meetings booked in under four months
  • 02$25Kof influencer budget per campaign, at least, behind every meeting Growth Cab was paid for
  • 032regions worked: Spanish-language email in Latin America and calling in Southern Europe
  • 04Meetings with brands such as Paramount, Rituals, Aon, Skandia, Izipay, Urbanic, B&B Hotels, 505 Games and Wefox
04 /What stays

What The Influencer Marketing Factory owns today

Who runs it todayRun by Growth Cab as a pilot paid per meeting

What The Influencer Marketing Factory owns

  1. 01The market list of consumer brand marketing leaders in Latin America and Southern Europe
  2. 02The Spanish email sequences for Latin America and the call script for Southern Europe
  3. 03Every meeting booked, logged in its own CRM
  4. 04The written buyer persona and the $25K qualification rule

Key takeaway

When a pilot pays only for qualified meetings, the outbound has to find buyers with real budgets.

Growth Cab built the persona, the market list, the Spanish sequences and the call script, and booked 20 meetings for The Influencer Marketing Factory in under four months.

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