Results first
Over 17 months, JourneyDXP booked 126 appointments with prospects at large B2B companies that use Salesforce, meeting its KPI on average across the engagement.
- 126 appointments in 17 months
- 100% average KPI
- 19,390 leads researched
- 4% average reply rate from innovation titles, the strongest-performing title group
JourneyDXP was selling a new product category to enterprises, where buyers first need to understand what a digital sales room is before they’ll take a meeting. A recession and changing email deliverability rules also hit during the campaign. A steady appointment flow under those conditions came from repeated testing of titles, approaches, and calls to action.
“Belkins is committed to its model and has refined the approach over time. Their focus allows for excellent execution and consistent success.”
— Bill Buttler, CEO & Founder, JourneyDXP
Cleitnt’s challenges: Selling a new category to enterprises
Digital sales rooms were a new concept, so a standard pitch didn’t explain the value well enough. Prospects needed education before a meeting made sense to them. Finding the right place in the market for such a new offering also required a detailed understanding of the enterprise landscape, which JourneyDXP found hard to work out alone. And because the company targeted large enterprises, lead flow was unstable, with engagement rising and falling unpredictably.
Partnership objectives
JourneyDXP wanted a consistent flow of appointments with enterprise buyers who could benefit from Smart Rooms, and a clearer picture of which roles and companies responded.
Strategy and implementation
The campaign ran on cold email. It started by narrowing the market to Salesforce users, then tested title groups, outreach approaches, and calls to action until engagement became consistent.
Targeting companies by tech stack
Smart Rooms works with Salesforce, so the team targeted only B2B companies already using Salesforce. Research tools identified these organizations, and a useful signal turned out to be whether a company employed Salesforce engineers and architects. The focus stayed on large enterprises.
Segmenting titles and finding the strongest group
The team split target roles into title groups: innovation, marketing, sales, digital, and revenue. Working with JourneyDXP, it shifted the outreach to focus on innovation titles. Engagement rose sharply, and innovation titles became the core of the campaign, with a 4% average reply rate.
Testing outreach approaches
The campaign went through several approaches before results became consistent:
- The referral approach: emails that asked whether the prospect was the right contact or mentioned a colleague who might be, which helped find the right department in large enterprises
- User interviews: inviting prospects to share how they work, which brought useful insights but few appointments
- Title-based campaigns: messaging tailored to each title group, which replaced the user interview approach
Showing the product instead of describing it
The most successful approach let prospects experience Smart Rooms directly:
- Hands-on test accounts. Prospects received a test Smart Rooms account, set up before or during the call and tailored to their own sales process. Seeing the platform in their own context made a new concept easy to understand.
- One-word calls to action. Emails asked prospects simply to reply “yes” to try the platform, which lowered the effort of responding and increased positive replies.
- A multiple-choice final email. The last follow-up offered four numbered options, from “it’s not a fit” to “let’s schedule a meeting.” Prospects could reply with a single number, which brought either a booked meeting or feedback that helped refine targeting. Below is the example.
