SalesNash helps InitLive streamline research operations with a complex ICP
InitLive is a software company located in Canada. InitLive’s technology platform offers scheduling, recruitment, and communications tools designed for both live events and day-to-day programming. The enterprise serves organizations that want to refine their staff and volunteer management processes in order to run successful conferences, events, and programs.
A volunteer management software company requires a very precise and neat lead generation process for its outbound sales to thrive. InitLive had a need for a specific range of prospects and their data in order to establish successful outreach campaigns. SalesNash dedicated researchers joined InitLive sales team to cover emerging demands.
- Highly specialized software may seem as having low competition overall so it is easy to sell. In reality, this is not the case. There are a lot of pitfalls on the way to sell such services. And one of the most crucial points is finding either the right person or the organization that would be interested in purchasing your technology platform.
- A complex ICP and a narrow niche can be a bit challenging. Especially when it comes to finding supplementary data beneficial to outreach purposes. You need to make sure your lead generation team is precise, solicitous, and definitely can think out of the box.
- To produce prosperous campaigns you should always be ready for experiments. It can be either new prospects to reach out to or other fields and industries to cover. Therefore a clever research team must have a dozen ideas behind their backs, or at least a decent plan “B” to help you grow your business.
What was done
InitLive hired us to handle a part of their sales operations – to take over the whole lead generation process. Before starting any prospect research it is essential to make a thorough and at the same time swift industry analysis. So we explored a bunch of potential niches, elaborated the possible leads targeting, narrowed down the ICP, prepared the most effective tools and chose the relevant sources. Eventually, InitLive got a test lead list after which we started the whole campaign.
At the start, we were focusing on event organizers. This was done in three steps. Firstly, we found a fitting event. In general, these were music, food, folk festivals, concerts, performance shows, huge conferences, etc. Secondly, we differentiated the organizers of a particular event in order to get the right one. Only after that, our team focused on finding a person who was responsible for volunteer programs and might be interested in InitLive solutions.
While running the lead generation process, we had to extract very specific data which was important for the sales outreach. It included approximate numbers of attendees, volunteers, events running by the organizer, dates of fests, exact locations etc.
Definitely, collecting such information requires manual, accurate research which we successfully coped with.
No time to stop
During all stages of the campaign, we had our weekly InitLive-SalesNash meetings where we discussed new potential prospects, industries, and regions to research for. Considering that fact, we decided to switch to the new ICP and started targeting sports events, health care institutions which turned out to greatly improve the sales potential in a very short run.
- more than 12,000 prospects
- over 6000 unique accounts
“Hiring SalesNash was a great decision for us at InitLive. They are handling a very time-consuming part of our sales process, which is allowing our sales reps to focus on contacting clients and closing the sales.”
Brandon Tremblay, Head of Outbound Sales at InitLive.