A leading payment platform with broad functionality needed assistance in defining their outreach strategy. As they embarked on their initial steps in outbound sales, they faced a significant issue with their process setup. Despite being an end-to-end subscription management system, the client initially targeted users of Stripe and PayPal.

Wrong Targeting:
The client had incorrectly defined their Ideal Customer Profile (ICP). Instead of targeting competitors with comparable functionality, they pursued payment processing providers, which covered only a small part of their offerings. These leads were a poor fit, as they were generally satisfied with their current solutions.

Time for Experiments:
Successful campaigns require readiness for experimentation. This includes reaching out to new prospects or exploring different fields and industries. A clever research team must have a plethora of ideas or a solid Plan B to continuously drive business growth.

Initial Campaign Testing:
At the project’s start, we tested the original approach to identify flaws and determine the best strategy. We allocated two weeks for this cadence to avoid wasting time. The results were suboptimal, with only one meeting scheduled, and the prospect was not a good fit. This confirmed our decision to create a new outreach campaign.

Deep Familiarity:
The initial two weeks served as a learning period to understand every detail of the product we would be offering. Fully understanding the product is crucial for developing fresh and unorthodox strategies.

Based on Pain Points:
Offering a multitude of features can be expensive, but this can be used to your advantage. We launched our campaign targeting solutions like Zuora, which were more expensive but offered less functionality. The unfolding COVID-19 crisis made it an ideal time to offer businesses a cheaper yet more powerful solution—a strong selling point even outside these challenging times.

Benefiting from Strengths:
In a highly competitive niche, knowing your peers’ weaknesses is beneficial. We targeted dissatisfied customers of our main competitors by collecting their complaints from sources like G2, Capterra, Twitter, and Facebook. This allowed us to create a highly personalized outreach sequence.

Exploring Various Markets:
Beyond targeting companies providing subscription management services, we experimented with different industries. Starting with various subscription merchants, we received positive feedback and expanded our targets to SaaS, IoT, and even PC gaming companies, leading to several productive appointments.

Over the course of the four-month project, we achieved the following results:

• Generated over 4,000 cold leads and reached out to them with relevant messaging.
• Converted outreach into 110 set appointments with companies in various industries.
• Maintained open rates around 40-60% and response rates near 6%.