1. The Challenge
A leading online B2B marketplace, generating over $12M in revenue, faced operational challenges that were limiting their growth potential. Customer engagement was low despite regular eDM (electronic direct mail) efforts, and the process of preparing and sending communications was slow and resource-intensive. Without enough internal ownership, expertise, or automation, valuable opportunities to convert inactive accounts and drive product sales were being missed. The client needed an embedded, skilled team to establish the right foundations, speed up delivery, and create measurable improvements in sales and engagement.
2. Our Approach
We took a fully embedded approach, acting as an extension of the client’s internal team to rapidly transform their operational setup.
Our focus was on building strong foundations while delivering quick wins that would immediately improve customer engagement and sales performance. We prioritized system integration, process automation, and team enablement, ensuring that future marketing and sales activities could be executed faster and with greater impact.
Key priorities included:
- Improving database health and segmenting customer groups.
- Setting up an integrated CRM and automated sales funnels.
- Automating customer communications for scale and consistency.
- Creating dashboards and reports to track key KPIs.
- Developing a new KPI framework and incentive scheme to drive ownership.
- Recruiting and training additional resources to manage direct outreach activities.
3. Execution Highlights
We streamlined operations and set up a sustainable system for ongoing customer engagement:
- Integrated the CRM with the accounting system to align sales and financial data.
- Built an automated customer communication funnel with segmented messaging.
- Designed and launched dashboards and reports to monitor sales, engagement, and conversion performance in real time.
- Developed a KPI and incentive program to align the team around measurable targets.
- Recruited and trained a specialized team to support outbound calling efforts and proactive customer engagement.
4. Outcome and Impact
Our work delivered major improvements across all key areas:
- +15% year-over-year return on investment (ROI).
- +20% increase in overall sales revenue.
- 40% email open rate achieved through improved targeting and segmentation.
- +40% conversion rate from previously inactive accounts.
- 30% click-through rate (CTR) on automated customer communications.
- +25% increase in sales of newly launched products.
By embedding directly into the client’s day-to-day operations, we not only accelerated delivery but also helped build a scalable foundation that empowered their internal teams to maintain and expand these gains over time.
