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You created a startup and your product is great. Everyone loves it - your mom, neighbors, friends and colleagues, even your dog (well he loves everything anyway).

However, your social network ran out of potential buyers and you need to grow your sales ASAP.

You are very much into product development and not into business development. In fact, you are not even sure hot to get started without overwhelming yourself or your current cash burn rate.  …

That’s where outsourcing B2B presales services come into play. In this case study, we will show you how this service ignited our client’s sales pipeline and how it can help your team get busy with sales calls within a few weeks.

The client

Rowe.rs is a startup, an online platform for sports teams to manage and distribute training programs, collect and visualize data and allow easy communication between athletes and coaches.

Based in London, UK, Rowe.rs target markets range from the USA and UK to Western Europe, Australia, and Asia.

Rowe.rs was founded in 2014. by former professional rowers, among them an Olympic Bronze Medalist winner, who recognized the need for an easy way to integrate technology and training progress.

testemonial adrian cassidy rowers

The challenge

As most startups run out of potential customers from their private social networks, sales begin to stall or decline.

Rowe.rs needed support in market segmentation, presales activities as well as sales enablement.

Their goal was to start sales immediately without wasting time and money on setting up an in-house sales team.

Instead of spending time on recruiting, they wanted to only deal with sales and to minimize cash burn rate. So it was decided that outsourced pre-sales activities would reap the most benefits.

One of the common dilemmas many startups face is whether to invest in inbound marketing (digital marketing and advertising) or to go with an outbound strategy.

They had a product which created demand because there was nothing similar on the market.

When that is the case it’s usually better to focus your marketing budget on outbound activities.

We decided to test both channels and see which one works better.

Since this is a sales development representative case study, you can take a guess at which of the sales channels was more effective.

Find out how we came to that conclusion.

Defining the Inside sales process

You should always start your sales process by identifying the ideal customer profile and buyer personas.

When you know who exactly your customers are you are making it much easier for the sales team to close a deal.

Rowe.rs had a pretty good idea of their potential customers, because those potential customers were mostly people like themselves.

As most startups in their early, product development focused stage, they had trouble expressing their thoughts and views about the ideal customer.

They had the knowledge, and Market Republic had the skills and know-how on the inside sales process, and together we were able to identify our ideal customer profile.

This sets the stage for account data sourcing.

Our primary target were rowing teams (clubs, national teams and school teams) from English speaking countries with high aspirations, a good budget for rowing and many members. We figured these teams would benefit the most from the product.

Rowe.rs provided us with a starting point for identifying potential accounts and gave as an idea of data points and various resources we can use within the account list building process.

Equipped with the ideal customer profile and great resources, we were able to find more than 2.200 fit accounts from Australia, USA, UK, Germany, and Canada.

The next step was to find decision makers, people who make the call whether to use Rowe.rs in their sport aspirations and team collaboration.

Contact data list building

This means adding contact information of the decision makers in order to reach them.

When it comes to our contact data, we have a state-of-the-art, semi-automated email verification process that guarantees the utmost accuracy.

We use many different tools and techniques for contact list building, and we are not ashamed to brag about our 2% bounce rate, compared to 5-10% industry standard

Yes - our process is that good.

The fun starts once you have a way to reach the decision makers.

Outbound email outreach

For this stage you need to know your buyer persona pretty good, as you don’t want to use the same approach for every decision maker within an account.

This sets the stage for configuring email threads within our presales outreach.

We wrote ten different email threads, with minimum six emails per thread. This means we crafted email thread for every single type of decision makers mentioning really specific benefits of the products that will resonate with that specific type of Buyer Persona.

One of the introductory emails

This is what separates beginners from pros. The scope of trying different thing and the time frame it takes us to do it.

An outsourced team of experienced professionals is able to accomplish much more within the same time frame and the budget than it would take a single in-house sales rep.

How to determine the success of an email thread?

The more contacts you have the better. Because bigger samples provide room for testing and more accurate results.

If open rates are low after the third email, you should definitely use another thread.

The result

Where are email threads any good?

Glad you asked!

Our campaign lasted two months, during which we contacted a total of 1357 people.

Open rate peaked at 66% and averaged at 49%.

Reply rate was staggering 23.6% which enabled 22 scheduled calls (10.4%).

This success was surprising even for us, as the industry standard is much, much lower.

However, when you have a good product and a professional to handle your presales activities you can expect great results.

This is what Adrian Cassidy, Co-founder of Rower.rs said about our work.

“Market Republic fueled our sales team with accurate prospect lists which led to a high rate of scheduled calls. Defining the whole process together was really interesting because we didn’t have the opportunity to do this type of work. If I could give a medal for presales activities it would go to Market Republic.”

Does your company need help with sales? Let 's have a discussion about how Market Republic can help you.


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