Client Overview
The client is a premier Cloud-ERP Software Provider based in Austin, Texas, specializing in mid-market digital transformation. Their platform is designed specifically for manufacturing and distribution firms that have outgrown entry-level accounting software and require advanced inventory, supply chain, and multi-entity reporting capabilities.
Challenges
Despite having a superior product, the client faced significant hurdles in their North American outreach:
- Targeting Inaccuracy: Generic ‘Finance Manager’ lists resulted in high bounce rates and low engagement because many prospects were already on enterprise-level systems (SAP/Oracle) or were too small for an ERP.
- High Acquisition Costs: Competitive PPC bidding for terms like ‘Accounting Software’ was draining the budget without delivering qualified ‘growth-phase’ leads.
- Technographic Blindness: The internal sales team had no way of knowing which prospects were currently using QuickBooks Desktop, which was the primary switch trigger for their service.
Objectives
- Identify and engage 4500+ verified decision-makers within US-based manufacturing firms using QuickBooks.
- Increase the conversion rate from Cold Outreach to Discovery Call by 25% through hyper-personalized messaging.
- Establish a consistent pipeline of SQLs within a 6-month window.
LakeB2B’s Solution
LakeB2B implemented a multi-layered technographic and intent-based strategy:
- Precision Data Sourcing: Leveraging the QuickBooks Users Email List, we isolated companies in the US with revenues between $10M and $75M, the ‘sweet spot’ for ERP migration.
- Segmented Content Strategy: We developed a four-stage ‘Migration Readiness’ email cadence. The messaging focused on specific QuickBooks limitations, such as Handling Multi-Warehouse Inventory and Automating Consolidated Financials.
- Account-Based Marketing (ABM) Layer: For the top 500 highest-value accounts, LakeB2B synchronized email outreach with IP-targeted display ads, ensuring the client’s brand was visible to the entire finance department.
- Tele-Verification: LakeB2B’s team performed outbound verification to confirm software versions and identify immediate pain points, handing off ‘warm’ leads directly to the client’s SDRs.
Results
The campaign delivered a significant shift in sales efficiency and pipeline quality:
- 96.8% Email Deliverability: Drastically reducing the wasted effort seen in previous internal campaigns.
- High-Value Discovery: Successfully booked 115 discovery calls with verified QuickBooks users.
- Pipeline Growth: Generated 48 Sales Qualified Leads (SQLs) with an estimated total contract value exceeding $2.8M.
Client Testimonial
“Working with LakeB2B allowed us to stop guessing who our customers were. We went from shouting into a megaphone at the whole market to having a quiet, productive conversation with the exact people who actually needed our help. The ROI on the QuickBooks list was realized within the first two closed deals.” — VP of Marketing, US Cloud-ERP Provider