Table of contents
Key Takeaways
- Invox is a demand generation agency and a Hubspot “Platinum Solutions Partner” that evolved from pure inbound marketing to full-funnel B2B growth services
- The challenge: After years of growth relying solely on inbound marketing, the agency ambition raised and lead flow could not rely on inbound-only anymore, pushing them to explore outbound prospecting.
- The result: They increased qualified lead generation by 3.9x. Their top-performing campaigns achieved 40% content download rates and 42% LinkedIn connection acceptance rates, with €430k in pipeline generated.
Meet Invox: From content creators to demand generation experts
With over 12 years of expertise and serving more than 350 clients, including global brands such as Zendesk, Schneider Electric, La Poste, Fiducial and Alma, Invox has established itself as one of France’s leading B2B demand generation agencies. They’ve built their reputation on delivering measurable growth for enterprise and mid-market companies, earning recognition as a HubSpot Platinum Partner for their technical expertise and results.
But their journey to full-funnel expertise wasn’t immediate. Founded initially as a content marketing agency, Invox spent years perfecting the art of creating valuable content that drove organic growth for their clients.
However, as the digital landscape evolved, so did their strategy. Julie Cousin, Head of Consulting at Invox, explains that they recognized a critical gap: even the best content wasn’t guaranteed to reach its optimum potential without a little help.
This insight sparked their evolution into a comprehensive demand generation agency with three pillars:
- Content creation (their foundational expertise)
- Audience development through SEO, social media, and digital prospecting
- Marketing automation using enterprise platforms like HubSpot and Pardot
Today, Invox’s methodology serves marketing directors struggling with lead generation and sales directors frustrated with lead quality, with a laser focus on marketing-sales alignment that has made them a trusted partner for B2B leaders across multiple industries.
The challenge: When inbound marketing hits its limits
For years, Invox practiced what they preached. Their own inbound marketing strategy was so effective that they rarely needed to do outbound prospecting. Client referrals, former clients joining new companies, and organic website inquiries provided a steady stream of business.
But success can create its own challenges.
“We had the advantage for many years of applying our own methods to ourselves, doing a lot of inbound marketing. We generated a steady stream of inbound leads and didn’t need to do much prospecting ourselves. Except a few years ago, we realized it wasn’t enough for our ambitions.” -Julie Cousin, Head of Consulting @ Invox
Several factors contributed to their inbound plateau:
- Market saturation: More agencies were competing for the same organic visibility
- Longer sales cycles: Decision-makers were becoming harder to reach through passive methods
- Scale limitations: Inbound alone couldn’t support their growth ambitions
Their initial attempts at outbound were fragmented and manual: sporadic email campaigns, occasional cold calling, heavy reliance on manual LinkedIn outreach, and no systematic approach to multichannel sequences.
The team found themselves doing “one-shot” campaigns that required enormous manual effort but delivered inconsistent results.
As a LinkedIn-savvy agency, they knew the potential of social selling. Still, they lacked the tools to scale it effectively while maintaining personalization and quality.
The solution: Multichannel automation meets content strategy
When Invox discovered La Growth Machine, the timing couldn’t have been better.
“Being LinkedIn pros ourselves in social media, we found the multichannel aspect super interesting – being able to do both email and LinkedIn in one sequence and mix both channels.” -Julie Cousin, Head of Consulting @ Invox
The decision came down to La Growth Machine’s multichannel automation that could reach prospects across email and LinkedIn simultaneously.
LGM also made it easy to integrate valuable content into every touchpoint, supporting their “give before you receive” philosophy.
Invox developed a campaign structure that they now use both internally and for clients:
- 5-6 step sequences with minimum 5-day intervals
- 60-70% LinkedIn touchpoints, 30-40% email
- Always start with LinkedIn for warmer initial contact
Rather than generic sales pitches, every campaign centers around valuable content (white papers, case studies, webinars, videos).
“We always try to push content to them, not send messages without value. There’s always the ‘give before you receive’ principle.” -Julie Cousin, Head of Strategy @ Invox
What started as an internal solution quickly became a core service offering. Today, Invox presents La Growth Machine to nearly every client.
They handle the technical setup and operational management, while clients maintain control of their LinkedIn profiles – a crucial trust factor in their sales process.
The results: Consistency and predictable pipeline
The impact of implementing La Growth Machine went far beyond automating outreach. It changed how Invox approaches business development and marketing.
This shift from sporadic campaigns to systematic outreach created predictable pipeline generation. Perhaps most importantly, La Growth Machine enabled true marketing-sales alignment.
“The biggest difference is that we have regularity, before we did one-shots, now it’s a regular flow of leads and we’ve really made the approach sustainable.” -Julie Cousin, Head of Strategy @ Invox
The team now creates content specifically to fuel outbound campaigns, with a coordinated calendar that ensures marketing produces assets two months ahead of campaign launches.
The results speak for themselves:
- 10 qualified discussions per month from LGM sequences
- 50% of event participants (webinars, breakfast meetings) come from LGM outreach
- From 0 to 20% of revenue directly influenced by outbound sequences (and counting!)
Their most successful campaign
Invox’s most successful campaign involved analyzing the LinkedIn usage of over 2,000 companies and their leadership teams, then reaching out to 2-3 marketing/communications managers from each studied company.
The campaign offered the complete study to companies that were included in the research, followed by personalized audit opportunities.
“We would have done it manually and it would have taken infinite time. Here, we automated everything with a sequence of several messages and saved us enormous time.”-Julie Cousin, Head of Consulting @ Invox
This single campaign generated a €430k pipeline while positioning Invox as a thought leader in their space.
Conclusion: From reactive to proactive growth strategy
Before: Invox waited for leads to come through inbound, hoping the right people would show up.
After: They now complement inbound by actively reaching ideal prospects, staying top-of-mind, and generating a steady, predictable flow of opportunities.
For teams considering La Growth Machine, Julie’s recommendation is straightforward:
“Don’t hesitate, clients are really happy with it. La Growth Machine is really easy to use, you don’t need special skills to create your first sequence, plus with the templates, it’s very simple.” -Julie Cousin, Head of Consulting @ Invox
Invox has not only solved their own growth challenges but transformed La Growth Machine into a core differentiator in their client service offerings, helping other B2B companies break through their own inbound plateaus.
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