After handing prospecting & outreach over to chatGPT, idEngine was able to generate 5-10 replies like these per week:
Who is idEngine and what do they do?
idEngine is a SaaS company offering an id attribution software that allows online businesses to identify between 40% - 60% of their website visitors by their email address.
What Situation was idEngine in?
idEngine was in a challenging position, facing common hurdles that many SaaS companies encounter when trying to scale. They aimed to penetrate the market more effectively and increase their client base. Before collaborating with Wyngman, idEngine relied heavily on their inbound marketing efforts, which produced inconsistent results and fell short of their ambitious growth targets.
Previous attempts at cold outbound marketing had failed, with their emails largely ignored, leading to doubts about the viability of cold outreach. The complexity of idEngine's product further compounded the issue. Their ID attribution software, while incredibly powerful, was difficult for their target audience to fully grasp without a strong understanding of technology, marketing, and data utilization.
In an overcrowded market saturated with countless advertising agencies and software companies, idEngine struggled to differentiate itself and communicate the value of its solution effectively. The ease of access to contact details in the digital space meant that their potential clients, CMOs of e-commerce stores with significant web traffic, were bombarded with numerous cold emails daily, making it essential for idEngine to stand out in a meaningful way.
What was the challenge?
There were 3 main challenges we had to overcome.
Complex product:
We’ll be honest, when we took on idEngine we thought we’ll be catapulting this offer into the stratosphere and it will be as easy to sell as water in a dessert. It was easy for us (as Sales and Marketing nerds) to understand the enormous advantage that came with the data provided by idEngines ID attribution, but hard for the audience we were about to reach out to.
The mistake we made was to expect our audience had the same understanding of technology, marketing and data as us.
idEngine basically sells data, if you don’t know how to utilize this data you will have a tough time assessing the tremendous impact it can have on your business.
It’s like a treasure map for an online business. But without knowing how to read it, they’re just a pirate without a clue.
Saturated Market:
The ecommerce & online space is overcrowded, thousands of agencies offering some sort of advertisement, and even more software companies trying to sell their tools.
Contact Details Were Too Easily Accessible:
The more digital the nature of a market is the more likely you find contact details of people within that space. Meaning all the agencies and software companies mentioned above reaching out to the same people. So for each contact you probably have around 5 - 10 cold emails they receive - daily. So standing out from the crowd is crucial.
How did we solve it?
First of all, what was on our side? We had a unique, super useful solution that could make a drastic difference in an online business’ revenue.
It took some test campaigns for us to fully understand that the CMOs we were reaching out to, even though they were experts in their field, did not understand the scope and impact of the data we provided and how to use it.
Once we did we found 2 crushing strategies:
1) Reaching out to businesses that already had our ideal client as their own customers + knew how to get the most out of idEngine’s tool to make it a success. So we reached out to email marketing agencies that specialized in helping ecommerce stores to drive more revenue through abandoned checkout emails.
2) We added another qualifying layer to prospects. Checking if their websites contain the keyword “newsletter”, or if they had any email marketing tools installed on their website, like Klaviyo, ActiveCampaign or Mailchimp. This allowed us to have a genuine intent on why we reached out. It was something like this: “...saw you’re using TOOL XY, not sure if you’re aware, but with a simple tweak you can make it capture 9-13x more emails…”.
So we took what they already had going on and showed them a way to make it work even better.
The Workflow
Ecom Marketing Agency Campaign
1) We gathered a list of email marketing agencies from https://clutch.co/
2) We uploaded the list to https://apollo.io/ and filtered for CEOs, founders, Co-Owners, C-Suite business developers & Growth strategists (depending on agency headcount)
3) We exported the contacts from Apollo, uploaded them to Google sheets, cleaned it from duplicates using the Remove Duplicates Addon & finally verified the contacts emails with https://neverbounce.com/.
4) Then we scraped the website content from each agency's website.
5) We analyzed their website content with chatGPT to determine if they serve ecommerce stores, DTC brands or do retention marketing.
6) We used the results to have a genuine intent to reach out to them.
7) For a second layer of personalization we scraped their website for case studies that are relevant to idEngines offers.
8) We put all information together to say something like:“
Hey{{firstName}}, noticed you’re focusing on {{FOCUS: ecom marketing, DTC brands or retention marketing}}. Had a look at your case study about {{CaseStudy Topic}}... not sure if that would be helpful, it seems there’s a great fit here for you to supercharge results like this with our ID attribution tool for your clients…"
Ecom Stores & DTC Brands
1) We gathered a list of companies from https://apollo.io/ which were using technologies like Shopify, Woocommerce, Magento etc.
2) Filtered for Lead roles related to Marketing, Digital & Ecommerce Marketing, Retention Marketing, Growth Marketing etc.
3) We exported the contacts from Apollo, uploaded them to Google sheets, cleaned it from duplicates using the Remove Duplicates Addon & finally verified the contacts emails with https://neverbounce.com/.
4) Then we scraped the website content of each company.
5) Next we used the website content and scored how many ecom related keywords were used to gauge the probability of the company being an actual ecommerce store.
6) The ones who fulfilled the score were filtered for the keyword “newsletter”, or checked with https://builtwith.com/ if they used any email marketing tools, such as ActiveCampaign, Klaviyo etc.
7) For further personalization we scraped the products of each ecom stores, analyzed it with GPT to add something to the emails like: “so every time a client puts one of your {{product}} in the cart, but gets distracted and doesn’t end up buying…”.
8) And in the final step we used instantly.ai to send 1000s of these personalized emails.
The Result
The collaboration with Wyngman significantly boosted idEngine's growth and market presence. By targeting businesses already using email marketing tools and crafting tailored outreach messages, idEngine saw a marked increase in engagement and conversion rates. This approach not only improved the quality of leads but also helped idEngine stand out in a crowded market. As a result, idEngine achieved higher revenue, better client understanding of their product's value, and strengthened its competitive position in the e-commerce industry.
