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Objective
- Validate Cognisaas's assumptions about their target buyers.
- Inform on the value proposition and GTM strategy for the North American market.
- Initiate Account-Based Marketing (ABM) activities based on these insights.
Background:
Cognisaas aimed to engage with enterprises within the B2B SaaS sector, specifically targeting those with extensive offerings and at least 30 enterprise clients. The target market was defined with precise parameters:
- Industries: Horizontal B2B SaaS, particularly those with multiple product modules and dependencies.
- Roles: Implementation Leads, Onboarding Specialists, Customer Success Managers, and Project Managers.
- Company Size: Ideally below 500 but not exceeding 1000 employees, with a focus on Series A/B companies.
- Seniority: Targeting Managers, Directors, C-suite executives, and Vice Presidents.
- Geographical Focus: North America, with openness to global opportunities.
Implementation:
Strategic Multi-Channel Outreach:
Conducted a dynamic outreach campaign employing personalized cold outreach via both email and LinkedIn, ensuring maximum visibility and engagement with potential prospects.
Domain Warm-up for Enhanced Deliverability:
Implemented cutting-edge technology with Lemwarm to gradually warm the domain, significantly boosting email deliverability rates and ensuring messages reached the intended recipients' inboxes effectively.
Precision in Email Campaigns with Lemlist:
Utilized the advanced capabilities of Lemlist to craft and execute outbound email campaigns with meticulous attention to detail, guaranteeing:
Optimized Deliverability in Primary Inboxes:
Leveraged innovative techniques to secure prime placement in recipients' primary inboxes, maximizing the chances of message reception and response.
Tailored Personalization for Each Prospect:
Employed bespoke personalization strategies, dynamically adapting email content to align with individual prospect preferences and characteristics, fostering stronger connections and engagement.
A/B Testing for Optimal Performance:
Implemented rigorous A/B testing methodologies to evaluate different email variations, refining strategies based on real-time performance insights and enhancing campaign effectiveness.
Streamlined Tracking and Reporting:
Leveraged advanced tracking and reporting features to monitor campaign performance metrics with precision and efficiency, enabling data-driven decision-making and continual optimization for superior results.
Process Summary
During the initial stages, Cognisaas, a SaaS solution specializing in onboarding processes, targeted North America, particularly focusing on Customer Success professionals. With limited resources, including one email and one LinkedIn account, We initiated industry-agnostic outreach to various SaaS companies. Within two months, a notable trend emerged, with HRMS companies exhibiting the highest response rates.
Capitalizing on this insight, their strategy shifted to allocate 70% of efforts towards HRMS companies. Despite the product not being ready for demos, We concentrated on discovery calls, particularly within the HRMS sector, leveraging Cognisaas's relevance in addressing integration challenges. This tailored approach yielded significant success, with approximately 33-35 discovery calls conducted over three months, resulting in a remarkable 33% conversion rate to demo calls within the HRMS niche.
GrowthSpree's assistance in call frameworks, question formulation, and iterative content adjustments played a pivotal role. This focused strategy not only boosted client confidence but also led to sustained success in targeting HRMS companies, exemplified by a substantial portion of Cognisaas's client base being within this segment.
Results
Lemlist+Dripify combined Outreach Status (In 3 months)
Lemlist Outreach Status
Dripify Outreach Status
Findings:
- 8 out of 9 Demos booked are by Customer Success Job Title
- Companies' Annual Revenue > 2M
- Employee Size: 51-200 (50%) followed by 501-1000 (33.3%)
- Demos booked from HRMS Industry account for 50% of all demos, followed by finance, operations management, security and compliance at 16.66% each.
- Trello, Monday, Wrike, and Excel are the tools currently used by prospects.
Conclusion
GrowthSpree's strategic outreach and meticulous validation process significantly contributed to Cognisaas's understanding of their target market in the US. The insights gleaned not only informed their GTM strategy but also underscored the importance of targeted, multi-channel outreach. As Cognisaas continues to navigate the complex US market, the foundation laid by GrowthSpree's efforts will undoubtedly play a pivotal role in their success.
