VEMS is a B2B SaaS operating in the renewable energy sector. They help commercial and residential energy companies model, simulate and evaluate complex energy scenarios, allowing decision-makers to make better investment decisions around solar, storage and EV charging infrastructure.
After two years of software development and initial sales traction from networking, inbound and referrals, VEMS was ready to scale: They had a great product, and a proven ability to close deals when speaking to the right decision makers, but needed more meetings/demos.
However, the current system was unpredictable and non-scalable. They hired a marketeer, tried cold calling and launched some email blasts. But despite the efforts, they were not booking as many high quality meetings as they would like, and therefore were unable to scale at the desired pace.
After deep conversation to understand their ideal customer profile, value proposition and current bottlenecks we proposed doing a 3 month pilot to validate weather personalized cold email could work for them.
In the 1st setup month we:
> Built a list of +2000 high-fit companies (renewable installation companies in NL) with their decision makers and contact details
> Set up a dedicated email infrastructure to make sure our emails wouldn't land in spam.
> Created a cold email campaign draft, with a first subject line A-B test to maximize email open rates at first.
Once initial setup was done, we started reaching out to the decision makers in batches of 50-100 per week, running a new a-b test every week, and reporting on a weekly basis and unlocked a predictable flow of weekly qualified demos that empowered their sales team.
In the first 90 days of running the campaigns:
> 32 qualified demo meetings and first sales.
> Highly value opportunities like DAEL Group (Energy Branch Manager), Elevion Group (Company Director) or Ecorus (CEO).
> Predictable and adjustable pace of 2-3 new qualified sales opportunities/week.
> Market awareness and additional touchpoints impacting high-value decision makers.
> Qualitative sales intelligence enabling expansion from NL only to BE(NL), LU and UK.
Core Learnings:
> Understanding the market pain and communicating it clearly is the strongest lever to generate qualified meetings.
> A presumptive approach leads to more conversions.
> Follow ups are key.
> Local language campaigns (eg. Dutch) perform significantly better than english.
