Leveraging your data by building your own sales tools
NewCo Amsterdam Ewout Meijer
Director of Business Partnerships
When you want to sell trainings, you find out that large companies are the main customers: The person taking the course, is not the one paying for it
We built a white-label version of Springest That way, the company could pay for the courses easily, and have more control over which courses are booked.
!This also meant we had to sell B2B
3Focus on small, lasting, scalable improvements,
even over creating a big & bold project, and especially
over growth hacking.
We approach all new tools, products, services and features in the same way: the build-measure-learn feedback loop
If you want to learn more about this, make sure to read “the Lean Startup” by Eric Ries
We’ve sold lots of trainings, and gathered data on the email domains of the companies the customers work at
Then we looked at the biggest users, and approached them first they clearly had a need for our product
Cold-calling the leads would not be effective, but providing them with valuable insight would prove our value to them right away. Again, we got to leverage our data, by
showing which providers were used by their employees
We measured the effectiveness of this strategy, by using Streak, a free tool, we got insight into opening rates
and kept track of responses
So we first built the tool, then measured the effect, and based on what we learned, we improved our approach
We built a Call-to-Action that would be shown to the corporate users, to tell them about our new product, and made it show the companies name to increase click rates
When we noticed how effective it was, we set out to automate the way we added new companies to the tracker. This had previously been done manually.
And again we measured the effect, including which companies used us most during a certain time frame
Because showing potential customers the data we had worked, we decided to dig deeper.
We added data about the number of members, reviews and more
Providing insight into this data works, but it was always based on us reaching out. So we built a way for users to find this themselves.
This shifts the way we do sales from outbound to inbound
A crucial part of the process of developing new tools is to share what you learn with the team, so together you can improve the processes and tools even more.