To get themselves into the room, GSL turned to lead and revenue generation specialists Gravitas.io. For its clients, Gravitas.io creates bespoke, industry-specific targeted email campaigns designed to initiate conversations with their ideal prospects.
“We take care of everything. The client doesn't need a tech stack, they don't need a database. We manage all the research, we come up with a campaign concept and a great call to action,” explains Connor Addis, Managing Director. “Using our approach, companies like GSL with ten employees can compete against companies with hundreds of staff and massive budgets.”
A Targeted Email Solution
“Because GSL sells in-store technology, we targeted the brand managers and in-store marketing managers of major retail companies like Adidas, Nike, Under Armour, Tommy Hilfiger and Elizabeth Arden — any major company that sells to consumers through a retail store,” says Addis. “We created an enticing call to action to encourage marketing directors to engage with the GSL to learn the latest technology used to engage in-store consumers. There was no sales pitch, just information.”
“Our targeted outbound email strategy involved a four-part mail sequence. Throughout we used natural language as if Martyn or Steve had written the emails personally,” says Addis describing tactics that have proven statistically to increase response rates by up to 67 per cent.
Doing the Homework and Staying Professional
"There is no magic bullet when it comes to sales and marketing, all we can do is stack the odds in our client’s favour and that starts by ensuring we have the most accurate list of prospects.”
On GSL's behalf, Gravitas.io sent personalised emails to prospective decision-makers based on a list they had hand-researched and that GSL had personally approved to ensure they were only reaching out to prospects GSL wanted to work with.
Avoiding the Sales Pitch and Offering Value
“Our goal for the GSL campaign was to offer real value to the right prospects. We made it clear we weren’t going to sell them anything or follow up with them unless they requested it,” Addis explains. “By doing this we differentiated ourselves from the hundreds of other companies pressuring uninterested prospects for calls. It is a low-pressure approach that added credibility to GSL’s approach.”