“With this highly repeatable niche approach, we booked 9 demos in two weeks for a new product”
My client, a specialised cybersecurity company in Dutch hands, had built a loyal customer base. After a successful rebranding and various campaigns, they hit a wall.
Sales were slow, ad performance declined, and many proposals went unanswered. Meanwhile, they had managed to transition several customers to a brand new subscription product.
The challenge
My client struggled with three challenges:
Difficulty maintaining lead quality, resulting in relatively many stalled proposal processes
Product/market fit issue: a new proven product was hard to sell
Declining performance of advertisements
We devised a strategic approach to address their challenges:
Comprehensive interviews with top 'Type A' clients and founders
Uncovering unique proposition and pain points of clients
Refined their messaging to align with their ideal customer profile
Developed and executed a highly applied concept and campaign
Set up specific marketing and sales approach for follow-up and upselling
Our solution
Our targeted approach yielded impressive results:
100% open rate for the targeted campaign
9 demos booked (22.5% conversion rate)
All 9 demos perfectly matched their ideal customer profile
"The insights from our customer interviews were eye-opening," Marc reflected. "By aligning the campaign entirely with the research, we got a very sharp message. We're going to repeat and fine-tune this approach later."