US Saas Retail Leader
A SaaS Retailer Company discovers NEW channel for lead generation
Overview
Industry Retail
Geography US
Business Need – Awareness & Leads
Marketing Area – Email marketing
A US based SAAS startup engaged in retail technology provides cloud based inventory management and supply chain solution for retailers engaged in diverse categories, including fashion and lifestyle, electronics, footwear, CPG & pharmacy.
Requirements
Our solution
SEO and Paid marketing were the default channels which were contributing to leads in the past. The client sought out to see if email marketing can help them in generating the brand awareness as well provide new leads for their sales team.
We segmented a data set of electronic retailers and filtered further to match with the ICP parameters of target audience. We did the research to identify the top challenges in the segment.
We curated a custom non-commercial article to highlight the current challenges and articulated how technology can help in solving them without explicitly mentioning client solution.
The client had few existing data sets captured from newsletter subscription and past prospects in their CRM. They were exploring to capitalize those data points rather than acquiring a new one. The scope was specifically targeted towards retailers from electronics segment.
A video was also curated & utilized in campaign to nurture the engaged audience who made the touch-point to read the article in first email sequence.
A free demo offering was curated showcasing the probable outcomes for targeted segment.
For email marketing automation and execution we utilized the BREVO tool.
Results:
Email Marketing – Drip Campaign generated 15 Leads/month
New source for leads
Since the results were on positive side, client decided to apply drip campaigns across other segments for next 3 months and bring email marketing into focus.
Positive outreach & engagement
While the industry open rate average was around 20%, we were able to get 24% and similarly industry average for CTR was at 3% but the achievement of 4.2 % CTR in pilot campaign was noteworthy.
Conversion Value
Typical industry standard says for Saas B2B email marketing the conversion ranges from 1 - 2.5% while we received 3.2 % conversion rate when executed for 3 months.
