How Personalized LinkedIn Outreach Helped Voyc Successfully Break Into a New Market 

Voyc

Industry: IT Services & Development

Company size: 30+

Location: The Hague, The Netherlands

Target Markets: UK Financial Services

Sales Team Size: 3

“If we ran ads on LinkedIn, most leads would come from larger companies because it’s hard to target mid-sized firms without shrinking the audience too much for ads to work.

Personalized outbound LinkedIn sales were much more effective in reaching smaller and mid-sized companies.” 

–Matthew Westaway, Co-Founder and CEO of Voyc

About Voyc

Voyc is a conversation intelligence and compliance monitoring platform focused on helping financial services firms improve their customer interactions. Paige Whittock, Chief of Staff at Voyc, explains, “We’re on a mission to rebuild trust in financial services. We empower our clients to ensure compliance and improve customer outcomes by monitoring 100% of their customer interactions.” 

In 2020, Voyc decided to expand beyond its home market in South Africa and break into the UK market. This goal came with its own set of challenges. The UK financial service industry was competitive and an unfamiliar territory. To navigate their expansion objectives, Voyc searched for a partnership that would help them build a presence and secure their first clients in the new region. 

That’s when the collaboration between Voyc and The Linq Group came to be. 

Challenge: Breaking Into the UK Market 

In 2020, Voyc had no established presence in the UK. While their software had proven effective in South Africa, gaining traction in the UK financial service industry required a targeted approach.  

Matthew Westaway, Co-Founder and CEO of Voyc, reflects on the early challenges, “When we started working with The Linq Group, our client base was in South Africa. We needed a strategy to enter the UK market. We understood the value we could bring and were confident that we could secure our place in the market; we just needed that extra push to establish the right connections and a clear approach.” 

Voyc faced the following challenges: 

• Brand recognition in the UK: As a South African company, Voyc needed to establish a strong reputation in the UK to gain traction and familiarise financial services firms with their offering. 

• Identifying the right buyer personas: Voyc needed to determine which decision-makers and economic buyers within UK financial firms would be most responsive to their product. 

• Communicating their value proposition effectively: Voyc needed to find the best way to tailor their messaging and brand promise to the UK market and address the specific pain points of each buyer persona. 

Implementing a Strategic Approach for Voyc’s LinkedIn Outreach

To help Voyc enter the UK market, The Linq Group took over Matthew’s Sales Navigator efforts and developed a targeted outreach strategy, focusing on building connections with key decision-makers in the target industry. 

This approach combined buyer persona testing, refined messaging, and continuous adaptation to market feedback to create the best possible results. As Paige explains:

“The Linq Group helped us create a strong presence for Matthew on LinkedIn. Their campaigns were important in connecting us with the right buyer personas. It wasn’t just about volume, but about quality – making sure we were speaking to the right people in the right way.” 

Identifying and targeting the right personas 

Identifying the right target audience was a key part of the campaigns. Paige highlights how important this was, “When you’re dealing with different buyer personas, you can’t take a one-size-fits-all approach. The Linq Group helped us experiment with different messages to figure out who to target and how to communicate our solution in a way that resonated with them.” 

Through multiple iterations, the team could pinpoint a specific target audience that was most responsive to Voyc’s solution. Matthew elaborates, “We tried reaching out to many different personas, but over time, we identified one specific audience that responded best to our messaging. They recognized the value Voyc could provide in line with the Financial Conduct Authority’s Consumer Duty—how we can ensure good customer outcomes while improving internal processes and compliance.” 

This level of refinement helped Voyc secure more meetings while also sharpening their understanding of the UK market, making future campaigns even more effective. 

The Results Voyc and The Linq Group Created

Breaking into the UK market and signing the first clients required strategy. The first year was a grind involving continuous testing, learning, and adaptation. However, by mid-2021, Voyc landed their first UK clients. “It took about nine months of effort before we secured our first client in the UK,” Matthew says. “But the persistence paid off. Once we had a foothold, things started to move faster.” 

Through their partnership with The Linq Group, Voyc saw significant growth in both their network and their sales pipeline: 

A Long-Term Strategic Partnership

“The partnership between Voyc and The Linq Group was great to be a part of, characterized by The Linq Group’s hands-on and supportive approach.

Their expertise in navigating a sometimes complex market and boosting Matthew’s LinkedIn presence was very beneficial, providing valuable insights. Overall, it was a great experience with impactful results.” 

-Paige Whittock 

As the campaigns evolved, The Linq Group continually adapted messaging based on real-time feedback, making sure outreach efforts remained effective. “The Linq Group was always hands-on and quick to adapt when we needed changes. They weren’t just sending off LinkedIn messages; they provided valuable insights that helped us navigate the UK market.” Paige adds. 

Besides executing the campaigns, the team also took on an advisory role and provided Voyc with valuable insights that continue to shape their broader sales strategy. Matthew explains, “Yorin and his team were an important part in helping us figure out what would work in the UK market. We tried a variety of different approaches, and they brought creativity and insight to each one, helping us secure meetings and gain traction.”  

The collaboration between Voyc and The Linq Group demonstrates the power of a strategic approach to lead generation. By leveraging The Linq Group’s expertise, Voyc has improved its outreach efforts, grown its network, and successfully entered a new market.  

For more information on how The Linq Group can help your business achieve similar results, visit our website or book a call with our experts today.