Otter put its sales leaders in front of enterprise restaurant buyers
Two enterprise executives with no LinkedIn presence became a direct line to VP and director-level buyers at large restaurant chains.
- MQLs
- 50+
- pipeline generated
- $100K+
- less time on organic marketing
- 75%
- Industry
- Restaurant tech / enterprise SaaS
- Program
- Executive leadership
- How this was measured
- ICP-matched post engagement, client-reported pipeline and LinkedIn post analytics. Method
Build your content flywheel
- Content that drives pipeline
- Compounding organic growth
- Expert AI-native workflows
Challenge
Otter needed its enterprise sales executives to reach VP and director-level buyers at quick-service chains with 500+ locations. Neither executive had any LinkedIn presence, and the audience was skeptical, busy and quick to tune out anything promotional.
What we did
Flywheel plugged in across both executives to turn Otter's data into demand.
- Built an ICP-led content system aimed at enterprise restaurant operators across both accounts
- Created proprietary, data-led content from Otter's reports, internal documents and sales collateral
- Set up engagement intelligence to identify and qualify enterprise buyers engaging with posts
Results
Within 90 days the program generated 50+ MQLs and $100K+ in pipeline from inbound leads, while cutting the team's time spent on organic marketing by 75%.
Posts on delivery fraud and life on the restaurant floor turned a niche operational topic into conversations with the buyers the sales team was chasing.