Client’s challenges
Our client faced several barriers while attempting to penetrate the market:
- Ineffective pitching. JourneyDXP's product was a new concept in the market. This required a focused educational approach to fully convey the benefits of this innovative technology to the client’s prospects.
- Market positioning. Finding the sweet spot in the market for such a unique offering demanded a deep understanding of the enterprise landscape, which the client struggled to navigate.
- Inconsistent lead generation. Targeting large enterprises led to unstable lead generation, with engagement levels fluctuating unpredictably.
Solutions
Strategic Ideal Customer Profile (ICP) segmentation
To streamline our client's targeting approach, we segmented ICP into four key categories based on role titles within B2B companies that were active users of Salesforce: innovation, marketing, sales, digital, and revenue titles. Several months ago, in collaboration with the client, we decided to target “innovation titles.” The shift in our outreach strategy to prioritize this group led to a marked rise in engagement and became a focal point in our outreach efforts.
Refining prospect qualification
In our targeted lead qualification process, we leveraged cutting-edge analytical tools to identify prospects within organizations already utilizing Salesforce CRM. Focusing on large enterprises, we applied a referral approach to navigate toward the right department or contact. This method helped us refine our search by identifying companies that employ Salesforce engineers and architects.
Tailored outreach approaches
Our client underwent a transformative journey through different outreach strategies before yielding consistent results. We began with a referral approach, then swiftly incorporated a “user interviews” method. While insightful, the conversions from this approach were suboptimal. Recognizing this, we pivoted to a title-based campaign.
Streamline engagement process
Our most successful strategy was a tailored, personalized approach that demonstrated the real-time value of the client’s solution:
- Hands-on demo initiative. By setting up test Smart Rooms accounts either before or during the call, we provided prospects with an immediate understanding of the platform’s capabilities. This hands-on experience tailored to their process specifics significantly improved engagement.
- Straightforward CTAs. We crafted CTAs in a way that encouraged an undeniable response from our prospects. By simply asking them to reply with a “yes,” we could seamlessly transition them into experiencing JourneyDXP’s innovative platform firsthand. This method drastically increased positive responses.
- Consistent follow-ups. We elaborated upon follow-up messages that presented “a choice with no choice.” This approach effectively engaged prospects to either confirm interest or provide insights that could help refine our targeting. Here’s an example:
Through this adaptive and proactive strategy, we could overcome initial obstacles, significantly increasing the number and quality of leads and enhancing conversion rates.
