February 19, 2024
The Problem:
One of Nectar’s clients is a service provider that provides data literacy training, a niche vertical in an already crowded market.
The training industry is a hugely competitive market, with a high volume of players & internal training functions squeezing the market for external providers. Our client sold to large enterprises in the BFSI space & needed Nectar's partnership to acquire enterprise deals.
Given the consultative nature of our client’s services, we took the non-conventional route and moved away from usual Sales & Marketing channels. It was imperative for them to be in the same room as key decision makers, who not only understood the challenges of their labour forces being unskilled in data literacy, but also needed to see our client’s expertise live in action.
The Result:
How We Did It:
a. Market Mapping
We first did a market mapping exercise, which identifies their market segment & targeted ideal customer profiles (ICP). From there, we defined:
b. Game Planning
We then create their L&L outreach playbook, which includes:
In this campaign, we targeted learning & development heads or HR directors from the banking, financial services and insurance (BFSI) industry. These ICPs’ common objectives were to cultivate a culture of using analytics and integrating technology throughout their workforce. It was also essential for us to identify companies who had well-established L&D teams or have previously invested in training.
c. The Outreach
Once outreach began, we had 150 contacts from 80 companies. In 3 weeks, the Nectar team had 10 prospects signed up for lunch. Key messages that we used included: “Generative AI and the future of learning and development” and “Reskilling the workforce in an AI-driven world”. Out of the 10 who signed up, 8 showed up to lunch and 2 became enterprise opportunities for our client, with deal sizes worth US$220,000 in total.
Reach out to us if you need help getting in touch with your buyer’s key decision makers. Book a call today.
