From cold B2B leads to booked dental chairs
Client: onDiem
Year: 2024-2025
Role: Lead Copywriter & Brand Strategist
Deliverables: B2B cold emails, lead generation strategy
I created the B2B lead generation strategy below (Only a small portion of the full strategy is displayed!) to help fix onDiem’s traditionally abysmal email engagement numbers.* After a brief audit, the issue was clear. We were leading with lofty, disconnected language about “the future of dentistry” instead of speaking directly to the industry-wide labor shortage. With 90-95% dental practices facing hiring issues, I asked a simple question: Why weren’t we talking about it?
Working closely with our marketing manager, I crafted a simple, conversational, and effective lead generation workflow that could compel potential dental practice users to give us a try. (I also wrote the emails! Check out an example of my copywriting work below the flowchart.)
The result: an actual return on the money we dropped on expensive lists, plus a cold lead workflow that led to significantly more booked professionals on our platform. My work was part of a suite of improvements that helped our company get to acquisition!
*It’s worth noting: This is something I built with virtually no prior experience in lead generation strategy. Imagine what I could do with your guidance! 😉
Lead Generation Strategy
B2B Cold Email (Example)
❌ Old email
Old Email: Language of "The Future"
Subject line:
Explore the future of dental staffing with onDiem.
CTA:
Sign up for onDiem.
Why it doesn't work (aside from overused "future of" language): There's a good chance our lead has no idea what onDiem is. And this subject line promises nothing immediate or tangible. Why would a lead sign up for an onDiem account without knowing what they're going to get?
🏆 New email (Winner in A/B testing)
New Email: Language of Urgency
Subject line:
Open chair? We’ll help you fill it. Today.
Preview text:
See who’s free in your area right now.
Body text:
Running short this week? Don’t waste hours searching. We’ve already found [#] of qualified dental pros ready to work in [City].
Let’s skip the back-and-forth. Fill the shift. (But if you like the back-and-forth, reply to this email to learn more about our dental staffing solutions.)
CTA:
Book available pros now
Why it works: Leads clearly see the value, here: They can potentially fill an empty dental chair immediately and not lose production. We give them value up front by giving them what they need: a qualified dental worker now. Not in the future.