Client

Financial Coaching Platform

Project

Sales Development

Project Description

This nonprofit technology company made a transition to becoming a platform provider and wanted to boost the number of demos they were doing through direct engagement. They were conducting 2-3 demos a month, which were coming through inbound. 

A key focus was boosting demos within their target market - housing - while also generating demand within new markets including Workforce Development, Youth Services, Financial Health Networks and CDFIs.

Project Specifics

  • System Implementation
  • Campaign Execution
  • Pipeline Generation
  • Market Validation
Strategy

Taking a modified Account-Based approach

As a first-time outbound program, we wanted to capture specifics on market segments to understand performance in groups, subgroups and target messaging. 

We broke out segments into Tiers in order of priority, working three Tiers at any given time and rotating based on engagement.

Technical

Balancing volume with personalization

We quickly figured out that email was the highest performing channel. While personalization was a big focus in delivering industry- and business case-specific messaging to each segment, there was a large volume of qualified prospects.

Given the nature of this nonprofit's target market, we employed a sophisticated email stack designed for optimizing cold outreach to large volumes of prospects while maintaining a degree of control over personalization and the ability to segment performance across segments.

Our mission was to boost pipeline through a first-time outbound program. The result was a 4x increase on net new opportunities month over month.

Results

Pipeline increase by factors; new markets engaged

With this tailored sales development program, we were able to exceed expectations and smash through the pre-existing growth figures.

Key findings:

  • Housing - their bread and butter - outperformed all segments
  • Workforce Development and Youth Services: Substantial wins in these two new industry segments lead to repeatable messaging.
  • Land and Expand Variation: On a one-off campaign, we took large accounts and island-hopped from location to location to expand footprint.