Safera

“Truly helped us focus on what mattered the most, on customer insight and measurable results. Through rapid testing and prioritization we uncovered global potential for our offering.”
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Henri Andell
Head of Growth, Safera

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Growth objective

‍B2B sales cycles are often long and it may take years to complete a sale. The main bottleneck was in the first stages of the sales funnel, so the objective was to find the right tactics that would fill their pipeline with quality sales leads interested in their kitchen hood sensor solutions.

Providing the technology for air quality monitoring was a potential growth sector too, so Safera wanted to also explore this new market segment. There was a catch though – the product was not ready yet.

How we got there

The market for both of Safera’s solutions was global, but based on the intel we got from their sales team, the potential customer would need to be a very particular type of company in terms of industry, size and internal capabilities.

Because of the narrow target audiences we were trying to reach, we quickly decided to use a combination of SDR sales outreach tactics and Linkedin marketing. We also made small, strategic changes and additions to their website, including some landing pages

For the kitchen hood solution, we created a customized target audience of only small number of companies. Within these companies we identified key decision makers whose interest was critical to the sales effort. We launched the first ads and the sales outreach in unison because the combined effect has proved to be successful in other similar cases.

The conversion tactic we decided to use was webinars. Webinars provide an excellent opportunity to educate potential customers, and to create a personal connection with them.

After we converted the first leads, we analyzed their quality in real-time with their sales team. The outcome of the webinars was amazing as few of the attendee companies has progressed further in the pipeline. One of them is a Fortune 500 company which has decades of history in the global home appliance market.

For the new air quality monitoring solution, we wanted to understand in which kind of companies, and with which kind of decision makers it would have the most interest. Therefore we created a customized audience of over 3500 potential customers worldwide., ranging from company types, roles, titles and fields of expertise.

Our testing started with creating lists of potential companies and then choosing a targeting strategy for them. With our own SDR strategy we used hooking marketing to the audience and made very well targeted sales outreach campaigns to the most interested customers.

There were difficulties along the way as well as generating leads that caught us wrong type of persons, but we were really rapidly able to switch to the correct target group.

We learned along the way that the job titles relevant for us vary quite a lot in different companies, but one key group of people was enough for us to get meetings flowing from another to another one.

Key learnings

If you need to educate, use webinars

Webinars proved to be the perfect medium for educating the potential customers about Safera’s solution, and starting up conversations naturally. For kitchen hoods, we were able to convert 60 % of the companies we set as our targets.

Use lean tactics to close in on your best target

For their air quality monitoring solution, we first set a wider scope of potential customers, then narrowed down on the right decision makers in terms of industry, role and job title.

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