CDS

CDS

SalesNash Helps CDS Excel at Enterprise-Scale Outreach

20
appointments in one month
4
enterprise appointments monthly

About CDS

CDS Global Cloud, a dynamic multinational corporation, operates with a pivotal focus on improving global connectivity. While they offer a broad range of solutions, including SD-WAN, IaaS, SASE, and Bare Metal, their cornerstone service remains the Dedicated Internet Access (DIA) solution. This service is specifically designed to enhance the connectivity of international companies, facilitating robust, faster, and more secure links with their Chinese counterparts.

IT & IaaS Services  

Industry

Dallas, USA

Headquarters

OUTREACH TEAM

Campaign type

Summary

SalesNash partnered with the U.S. division of CDS to improve their outreach and lead generation efforts. CDS offers a diverse array of products and services, that’s why our teams worked hand-in-hand throughout the project. We did a thorough market analysis, engaged in strategic planning, and carried out various experimental campaigns. The goal was to schedule plenty of appointments and find potential customers, focusing on enterprise-level outreach through personalized and account-based marketing strategies.

Challenges

Engaging with large enterprises presented significant challenges, including difficulty in scheduling calls and convincing potential clients to reconsider their existing operations.

Tailoring messages for different campaigns, considering the variety of services and products offered, required extensive A/B testing and market research.

Identifying and reaching out to the appropriate decision-makers, particularly those overseeing China operations, demanded comprehensive, targeted research.

Solutions

Strategic Alignment

Our collaboration began with establishing a strategic roadmap, with an emphasis on DIA, IaaS, and Bare Metal solutions. This phase included detailed planning for tests targeting various customer profiles and messaging. Regular coordination meetings and shared project management tools enabled a deep integration of SalesNash within CDS’s operational framework, facilitating joint brainstorming sessions and idea exchanges.

Email Outreach Campaigns

  • Dedicated Internet Access (DIA) Campaign: For the DIA solutions campaign, we targeted Fortune 5000 companies with over 5,000 employees. This selective targeting was important because such large deals required engaging with complex organizations that have many decision-makers and complex internal processes. To stand out in this crowded space, our messaging had to be clear and directly address the high-level needs of these companies.
  • Bare Metal Solutions: Our campaign for Bare Metal solutions was designed for smaller telecommunications companies. These companies, though niche, play a vital role in the market. Since they face the challenges that are different from those of larger enterprises, our messaging was straightforward and highly relevant. This approach was successful, resulting in a 30% open rate and 10-15 appointments per month.
  • Mirror Hosting Services: We aimed this campaign at companies looking for robust hosting solutions for their global online presence. Our emails highlighted the benefits of our Mirror Hosting Services, with the emphasis on global connectivity and reliability. These are essential for businesses operating internationally. This targeted approach led to steady engagement, with 1-3 appointments each month. While these numbers might seem modest, they were, in fact, significant given the specialized nature of the service and the scale of the companies involved. Additionally, this campaign provided valuable market insights and helped us fine-tune our future strategies.

Research Methodologies

  • We employed a combination of advanced boolean searches and other manual research techniques. This involved sifting through vast amounts of data to identify companies meeting our criteria.
  • A significant part of our research included identifying companies located in key business hubs within China, such as Chengdu-IFS. We also looked for indicators of a need for Secure Access Service Edge (SASE) solutions, which would complement our DIA offerings.
  • For Bare Metal providers in the United States, the goal was to find companies that might benefit from our solutions, either to enhance their own operations or to better serve their clients. The research involved identifying companies that might be experiencing strain on their servers or looking to expand their capacity without the overhead of additional infrastructure.
  • The culmination of this research was not merely a list of companies and contacts. It was a comprehensive understanding of the potential needs and challenges faced by these businesses. This informed not just who we contacted, but how we approached them, tailoring our messaging to reflect the insights gained from our research.

LinkedIn Outreach Efforts

Initially slow, LinkedIn outreach gained momentum as we refined our understanding of the value proposition and messaging. This outreach channel complemented our email campaigns. Key strategies included:

  • Targeting and Engagement: We conducted experiments to determine which job titles were most likely to accept connections and engage with our content. This involved a multi-step campaign designed to interact actively with prospects’ profiles, including likes and reposts.
  • Profile Activities: By generating consistent activity and posting relevant content, we aimed to enhance the credibility of our profiles, fostering trust among our connections.

The results of these efforts were encouraging, with an average acceptance rate of 15-20% and a response rate of approximately 40% from those who accepted our connection requests.

Driven Results

Despite occasional challenges, our primary metric of success remained the client’s satisfaction. We effectively scheduled a substantial number of appointments, adapting to various research requirements and staying open to pioneering new approaches proposed by CDS.

Appointment Scheduling: Averaged 4 large enterprise appointments and 5-7 smaller company appointments monthly, with a peak of 20 appointments in one month.
Prospect Generation: Consistently generated around 2,000 prospects per month.
Email Campaign Success: Maintained a 99% email deliverability score and a 25% open rate for enterprise emails.
LinkedIn Engagement: Achieved an average LinkedIn acceptance rate of 20%.

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