Case Study

Humanizing a B2B Company

This is the story of Sync Retail. Sync Retail is a B2B organization that went from selling just another SaaS product to selling a high-value, rich experience.

Industry

Retail

Value Proposition

Data synchronization & automation for multiple sales channels

Objective

Lead generation among mid-sized retailers that operate in niche markets

Repositioning as an Expert in their Niche

We wanted to showcase Sync Retail as the go-to-expert for niche markets, such as boutique fashion and specialty food stores.

Our task was communicating the same to the client’s prospects.

Core Messaging

Simplify and optimize operations for mid-sized retailers, focusing on pain points such as inventory management, channel synchronization, and customer data integration.

Brand Color

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Lead Generation Pipeline

The client had to make sure they had an integrated approach across multiple channels. This wasn’t supposed to be a one time exercise, but a continuous process that needed significant time and effort (something that is difficult for businesses to dispense solely on marketing and lead gen).

Targeted Landing Pages For Lead Nurturing & Capture

Whenever the client sent out their offer to potential customers, the latter were highly likely to check out the vendor’s website before accepting or rejecting the offer. The client already had a website but with poor UX, vague copy, and no lead capture assets. Clearly, the website wasn’t helping. In fact, it drove prospects away from accepting the offer. They were quick to label our client as “unprofessional” and “unconvincing”.

We built a full-funnel lead nurturing website for our client. With this site, we had five main objectives to fulfill:

01

Talk about “exactly” what the client does. No BS. No confusion.

02

Use targeted messaging to address pain points of specific customer groups.

03

Show how the client’s solution can act as painkillers.

04

Support whatever we claim with proof data points.

05

Create special showcase or campaign pages with lead magnets.

Secondary & Tertary Channels for Integrated Marketing

The website is a great asset for research and lead capture. But the problem was: how do we bring people to this website? Relying on organic search alone wasn’t the wiser thing to do. Instead, we expanded our distribution efforts to include social channels such as LinkedIn and YouTube.

LinkedIn Creatives

Our goal with these creatives was to provide value to our audience while we subtly pitch our offer somewhere within. We would then aim at redirecting the audience to the website to read a content upgrade (say, a whitepaper) or to a landing page.

YouTube Creatives

After Google, people often end up on YouTube researching the problem they want to solve (something our client’s prospects were also likely doing). Which is why we created high-value video content for this channel and did the same as we did with LinkedIn: redirect viewers to the website.

Creating a Shared Pipeline

A great website and a strong social presence bring you high-intent prospects. This is because you are not explicitly asking anyone to follow you or visit your website. Prospects wish to do so at their whim. They need less convincing to onboard and as a result, the conversion cycle is comparatively shorter.

But, relying solely on an inbound pipeline would require patience and resources.

This is where outreach plays a critical role. 

It is the cheapest and fastest way to generate leads, given you have a minimal degree of inbound authority (a targeted website & initial social presence). However, for starting a conversation, the client needed some assets to validate their expertise.

Case Studies & Use-cases

Prospects need some proof of concept before they can agree for paid engagements. While our client had results to show to their prospects, they didn’t know the best way to do it. They’d often attach customer outcomes in the emails they sent prospects, making them unnecessarily text-y. 

What we did instead was created one-page case study assets that could easily be attached to emails with a clear call to action.

Similarly, use-cases were another area of opportunity for our client. They helped us showcase what our client was capable of doing.

Product Datasheets

If you could explain what exactly is your product and how it could help your customers achieve what you promise, then product datasheets are the most appropriate way to do that. This way you are not asking much out of your prospects but to skim through a one-page creative. If it appeals to them, they agree to listen to your offer. 

We designed easy-to-skim product datasheets that summarized our client’s promise and their product capabilities. These helped our client initiate meaningful conversations and eliminate misfit leads.

Pitch Decks

Pitch decks helped our client carry forward the engagements that began with case studies and datasheets. We created decks personalized on account-basis. Our objectives were to address the pain points of our client’s prospects, how the product would help solve them, and how quickly they can expect results.

Results

We helped our client increase their inbound traffic by up to 300% within 16 weeks. This means they were getting inbound inquiries at a rate of 10-12% of total monthly impressions. And like I said, if it is inbound it is already “high-intent”. 

And about that shared pipeline we created, our client improved their outbound engagements by about 125% in 8 weeks.