ValueLabs offers its customers a powerful edge by providing custom software solutions, digital experience, and data analytics. However, the company faces severe competition from other software providers in the niche market.
- Competitive niche. We live in a world with so many software developers, data analysts, and enterprise support companies that it’s hard to stand out from the crowd. So the client experienced obvious difficulties finding new prospects and converting them into customers. Belkins’s task was to find a way to make ValueLabs brand more visible so they could continue scaling their business.
- Top of the sales funnel. ValueLabs was having trouble with the pre-sales process. It had a sales team assigned to each region, but booking enough meetings to keep them busy and the pipeline full was pretty challenging. Belkins needed to develop a strategy that would help ValueLabs avoid new hires and additional expenses yet get enough qualified meetings required.
What We Did
Partnering with ValueLabs has been pretty straightforward. For its Canadian office, the client needed a pipeline full of leads for the internal sales team to work with, and Belkins had a proven lead-generation strategy in place. Here’s what’s been done.
Selecting target industries
When digitalization is all-pervasive, it’s more challenging to pinpoint the businesses you will benefit from the most. Because there are so many IT services and consulting firms on the market, Belkins had to spend substantial time and effort to figure out which industries would be most effective for bringing in clients.
We used a testing method and the offered insights by ValueLabs to find what industry types would work best for ValueLabs. Belkins’s extensive research (website, testimonials, case studies) revealed that Pharmaceuticals & Healthcare, E-commerce, Consumer Goods, and Retail provided the best regional results.
Perfecting cold email templates
Cold email outreach has proved itself the most efficient sales tactic in B2B, but only when the emails’ content and value proposition resonate with the personas you’re reaching out to. The Belkins team created various templates and subject lines to test them on multiple industries and titles.
Even with the best-developed customer profiles, this approach requires the team to adjust ICPs several times to try out all the possible options. As a result, we discovered that this approach provided enough personalization, and our cold outreach campaigns were as effective as we expected.
Main Challenges We Faced
Belkins’s had a friendly and cooperative dynamic with the client. So both teams tackled challenges timely and effectively.
- Corporate formalities. ValueLabs is a large organization where most processes require multiple circles of negotiation and approval. So it took time to make decisions. Belkins points of contact (POCs) were highly cooperative and did their best to make the process faster on their side.
- Reporting issues. ValueLabs’s reps required multiple reports and proofs before ensuring they could move on with new strategies. However, we handled it with the POC by holding extremely productive weekly online meetings and creating extra reports.
- Lack of case studies. Belkins encouraged the client to write and publish new case studies for promotional purposes. With their help, our team obtained more helpful marketing materials and could use them as expertise proof when reaching out to prospects.