The Feather n' Knife Case Study - Upturnly | 70 Leads & 28 Appointments in 4 Months

The Feather n' Knife

Creative Services

Client Debarati Dutta

Designation Founder

Industry Creative Services

Service Promoted Social Media Marketing

Core Challenge Inconsistent leads & appointments

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The Background

Creative Excellence Seeking Consistent Growth

The Feather n' Knife is a creative agency helping brands build a strong digital presence through strategic content, design, and storytelling. Founded by Debarati Dutta, the agency works closely with growing brands that want measurable impact from their marketing efforts.

While the agency had strong creative capabilities and a proven portfolio, business development lacked consistency. New opportunities were coming in sporadically, making it difficult to scale Social Media Marketing services in a predictable way.

The Challenge

Referrals Alone Weren't Enough

Before working with us, lead generation depended largely on referrals and occasional inbound inquiries. While these channels delivered some interest, they were not reliable enough to support consistent growth.

What Was Needed

Debarati needed a structured outbound approach that could reach the right type of businesses, connect directly with relevant decision-makers, and generate qualified leads and appointments at scale.

Ideal Customer Profile

Targeting the Right Businesses

To ensure lead quality and relevance, we defined a clear ICP before launching outreach. The target audience included:

Real Estate companies
D2C brands selling online
Businesses actively running paid ads
Brands investing in growth creatives and performance marketing

Within these companies, we reached out specifically to marketing decision-makers: Marketing Heads, Marketing Directors, Marketing Presidents, and senior marketing leaders responsible for paid media and growth decisions.

Medium Used

Strategic Cold Email Outreach

To reach this audience at scale, we implemented a structured cold email outreach strategy using Instantly.ai.

Powered by Instantly.ai

Cold email outreach to marketing decision-makers at scale.

Reached marketing decision-makers directly in their inbox
Personalized messaging based on industry, role, and ad activity
Maintained consistent outreach while protecting deliverability

This allowed The Feather n' Knife's Social Media Marketing services to reach brands already investing in growth.

The Nurturing Process

From Cold Email to Booked Meeting

See how our strategic email sequence built trust and converted a cold lead into a qualified appointment. Scroll down to follow the journey.

Cold Outreach First Reply Nurturing Meeting Booked

Sent

Day 1

Debarati Dutta

to Marketing Head @ Real Estate Firm

Sent

Social media campaigns for your real estate brand

Hi, I know this is unexpected, but we develop social media campaigns that engage audiences naturally. We know that in real estate, presenting properties as aspirational is very important, and we have experience doing this for premium real estate teams.

Our team has also worked with BMW to deliver content that connects with audiences and boost engagement.

I can produce similar campaigns that reflect your premium brand image, connect with potential clients, and showcase your brand quality.

If this feels useful, I can show a quick portfolio and explain how we can help.

I simply want to add value, but if you don't want more messages, just reply No.

Warm Regards,
Debarati Dutta
Founder, The Feather n' Knife

Key Tactic: Personalized opening with industry-specific value proposition and social proof (BMW)

Reply Received!

The cold email worked! The prospect responded with interest and wants to learn more.

Day 2 - First Contact Established

Day 2

Marketing Head

Real Estate Firm

Reply Received

Re: Social media campaigns for your real estate brand

Hi Debarati,

Thanks for reaching out.

I would like to see your portfolio and connect with you to better understand your proposed marketing and content strategy.

Could you share some examples of your work in the real estate space?

Best,
Marketing Head

Result: Interest sparked! The prospect asks for portfolio - a clear buying signal.

Sent

Day 2

Debarati Dutta

to Marketing Head

Sent

Re: Social media campaigns for your real estate brand

Great to hear from you! Here's our portfolio showcasing our real estate and luxury brand work:

Portfolio Links:
- Real Estate Campaign Samples
- BMW Social Media Success Story
- Luxury Brand Content Examples

For your brand specifically, I see an opportunity to create content that positions your listings as lifestyle destinations, not just properties. We'd focus on:

1. Cinematic property showcases that tell a story
2. Behind-the-scenes content featuring your team's expertise
3. Market insight posts that establish thought leadership

Would love to discuss how this approach could work for your brand.

Best,
Debarati Dutta

Key Tactic: Quick response with relevant portfolio + customized strategy ideas specific to their business

Nurturing Process Started

Building trust through valuable interactions. The conversation is deepening with questions about process and approach.

Days 3-4 - Active Engagement

Day 3

Marketing Head

Real Estate Firm

Reply Received

Re: Social media campaigns for your real estate brand

Hi Debarati,

Impressive portfolio! The BMW campaign stood out to me.

A few questions before we proceed:

1. What's your typical turnaround time for content creation?
2. Do you handle content strategy or just execution?
3. How do you measure success for real estate clients specifically?

We've worked with agencies before but struggled with alignment on brand voice. How do you typically handle that?

Thanks

Result: Deep engagement! The prospect is evaluating seriously with specific questions about process and past pain points.

Sent

Day 3

Debarati Dutta

to Marketing Head

Sent

Re: Social media campaigns for your real estate brand

Great questions! Let me address each:

1. Turnaround: Typically 5-7 business days for a full content batch (8-12 posts). Rush delivery available for time-sensitive listings.

2. Strategy + Execution: We handle both. We start with a brand audit and content strategy before creating anything. This ensures every piece of content serves a purpose.

3. Real Estate Metrics: Beyond vanity metrics, we track inquiry generation, profile visits to listing pages, and direct messages from potential buyers. Our real estate clients see 40-60% increase in qualified inquiries within 90 days.

On Brand Voice: I completely understand that concern. We dedicate the first 2 weeks to understanding your brand—we'll review your existing content, interview key team members, and create a brand voice document that you approve before we create a single post.

Would a quick 20-minute call help clarify how we'd approach your brand specifically?

Best,
Debarati

Key Tactic: Address every concern directly, share specific metrics, acknowledge past pain points, and introduce a low-commitment call

Day 4

Marketing Head

Real Estate Firm

Reply Received

Re: Social media campaigns for your real estate brand

Hi Debarati,

I appreciate the detailed response. The brand audit approach sounds exactly like what we need—we've had agencies jump straight into content creation without understanding our positioning.

The 40-60% increase in qualified inquiries is impressive. Can you share a bit about your pricing structure so I can loop in our CEO before the call?

Also, yes to the call. Let's set something up.

Result: Strong buying intent! Asking about pricing and involving the CEO - they're preparing to make a decision.

Meeting Booked!

Success! The nurturing paid off. A qualified discovery call has been scheduled.

Day 4 - Conversion Complete

Meeting Set

Day 4

Debarati Dutta

to Marketing Head

Meeting Booked

Re: Social media campaigns for your real estate brand

Perfect! Our packages typically range from INR 45,000-85,000/month depending on content volume and platforms. I'll share detailed pricing options during our call so you have everything you need for the CEO discussion.

How about we connect Saturday around 3:00 PM IST? I'll walk through our process, share relevant case studies, and provide a custom proposal framework.

Please let me know if that time works for you.

Looking forward to it!
Debarati

Meeting Confirmed!

Discovery call scheduled for Saturday at 3:00 PM IST

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How The Feather n' Knife Generated Qualified Leads and Appointments