Background

Firecracker PR is a well-renowned PR agency that has been in business for 20 years, consistently ranked among the top PR firms on Clutch. They specialize in public relations, content creation, and SEO, helping fast-growing tech companies gain media exposure and land features in major publications.

Despite their industry reputation, lead generation had been a challenge. They had relied on inbound channels like SEO and referrals, but changes in Google’s algorithm made inbound leads inconsistent. They needed a more predictable and scalable system to drive qualified sales calls and maintain steady revenue growth.

Challenges

Since they’re a well-known & established agency, they’ve been relying heavily on inbound leads (SEO, word of mouth). However, when Google’s algorithm changed, their inbound leads dried up. They knew outbound was the solution and hired another lead generation agency for 4-6 months.

Unfortunately, the previous agency:

• Generated calls, but they weren’t qualified
• Targeted companies with smaller budgets

“We wasted a lot of time and money. They just weren’t generating qualified sales calls.” – As Edward mentions on the interview above

Approach

1. Multi-Channel Email & SMS Outreach: we built a high-volume outreach system combining email and SMS to engage decision-makers with personalized messaging at scale.
2. AI-Driven Lead Pre-Qualification: we used AI to filter high-intent companies to go for companies that can afford Edward’s fee of $8-$12,000/month, targeting:
   • Recently funded startups (Series A and above)
   • Tech companies actively scaling their marketing efforts
   • Businesses already investing in PR services
3. Direct C-Suite Targeting: we bypassed lower-level employees and went straight to CMOs, CEOs, and Founders, ensuring faster decision-making and shorter sales cycles.
4. Leveraging Case Studies for Social Proof: we positioned Firecracker PR’s existing client results as proof of success, making outreach more compelling and increasing credibility.
5. Count-Based Marketing (ABM) Strategy: we built a multi-touchpoint strategy across cold email, SMS follow-ups, and LinkedIn, ensuring consistent engagement and follow-ups.
6. Immediate Response for Higher Conversions: we implemented a rapid response system, replying within 2–5 minutes to maximize booked meetings and keep prospects engaged.