Incito is a Calgary-based company providing seminars, workshops, and coaching for executives and leadership teams of energy companies across Canada. The company is run by one of Canada’s top 100 most powerful women, Jenn Lofgren, MCC, CPCC, and Forbes author. Every Incito coach is a Master Certified Coach, the gold standard accreditation from the International Coaching Federation. These guys are serious about leadership development.
Incito received a grant from the Canadian government, presenting a major opportunity to move into the Canadian-defined “Southern region” of the United States, which includes Texas, the major energy hub in the United States.
While Incito is well experienced in the energy sector, the challenge they faced was how to break into this new geography. Without a US base of operations or a referral network, how would they be able to meet the right stakeholders and shake the hands of decision-makers in Texas?
What we did
We set up Jenn’s LinkedIn account and ran it through our Business Relationship Accelerator program. We created a system for creating and romancing new connections, with the ultimate Call To Action being a simple phone call with Jenn.
By using LinkedIn Sales Navigator, we targeted VP level and above job titles within the energy sector and within the new geography. We then set up a messaging sequence that was front-loaded with value (never try selling on LinkedIn, it doesn’t work!) and which possessed increasing friction in the ask over time. What this means is that the first message we sent out had no ask at all, and the 5th message had the biggest ask, where we encouraged the connection to visit the Incito website and sign up for a lead magnet designed specifically to be attractive to this customer avatar.
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