Zendesk managed to book 30 meetings and grow their pipeline in EMEA region by personalizing cold email outreach using lemlist.
Zendesk is a customer service software company headquartered in San Francisco that has 119,000 paying customers in 150 countries (data from 2017).
While being the fastest-growing company in their industry, Zendesk is forced to continuously search for innovative solutions to acquire more customers and build relationships with their customers.
Personalize sales emails at scale.
Ahead of the SIGMA conference, Zendesk team wanted to get in touch with potential customers and book meetings in advance to grow their sales pipeline.
In a fast-growing SaaS company, if you want to grow your business, you have no choice but to grow the pipeline.
Gabriel Frasconi - Director South Europe at Zendesk
At first, Zendesk used lemlist to accomplish two objectives. One goal was to book qualified meetings before conferences would begin. The other was to increase the attendance ratio for the events and conferences they were organizing.
With the main target being to grow their pipeline, the funnel was structured in the following way...
One thing that certainly made things a bit easier for Zendesk was the fact they were organizing a lot of these events yearly, so they had access to email lists.
Their level of email outreach professionalism shouldn't go unnoticed as they went all in on the list hygiene, verifying email validity and setting up custom domain tracking in lemlist to keep the bounce rate close to zero and increase email deliverability.
30 meetings booked after first campaign
To book meetings prior to the conference, Zendesk launched a two-step campaign consisting of a cold email and a dynamic landing page.
Every touchpoint of the campaign was highly personalized to bring conversions and high engagement. The cold email tactic that brought the best results was the clickable video thumbnail one.
We can't show you their exact copy because let's face it, it wouldn't be cool. But what we can do is show you a similar example from our own garage.
The goal of such a cold email is to drive people's attention and clicks. Here's why it got the job done:
Once somebody would click, Zendesk instantly transferred them to a custom-made landing page. Each page was tailored individually using lemlist's dynamic landing page feature.
It contained the following elements: customers' name, their company logo, embedded Calendly, and personalized video.
Thanks to lemlist, we were able to send highly personalized videos in order to book meetings with our prospects.
Gabriel Frasconi - Director South Europe at Zendesk
Here's the magic behind dynamic landing pages:
Zendesk also used lemlist to drive the attendance ratio for the conferences they were organizing.
For their main event in Paris, two weeks before it started, they've sent a similar campaign to the registrants. The goal was to deliver content in the video form to explain the value of coming to the event.
Result?
They managed to increase their attendance ratio from 50% to 70%.
Zendesk's engaging email outreach campaign brought in superb results worth admiration. Just with their first campaign, they were able to book 30 meetings before attending the SIGMA event.
Over the course of their campaign, they've maintained high engagement metrics: a 80% click-through-rate and a 60% open rate.
We're also considering using lemlist in other regions to replicate the success we had in France and in South Europe. When you work with a good company and they help you become even more successful, I can just highly recommend them.
Gabriel Frasconi - Director South Europe at Zendesk
Zendesk is leveraging the following lemlist's features in their campaigns:
Interested in applying the same strategy for your business? Sign up for a 14-day free trial and get full access to all these features. No restrictions, no credit card required.
Let's get some results first and talk business later.
G2 Rating | Price | Best for | Standout feature | Con | |
---|---|---|---|---|---|
4.9 star star star star star | $30/mo $75/mo $2,999/mo | Large, distributed sales teams | AI evaluation precision, gamified KPIs | Lack of tracking system | |
4.6 star star star star star-half | Not publicly available | Sales operations and finance teams | Powerful configurability | Limited training resources and complex to navigate | |
4.4 star star star star star-half | Not publicly available | Mid-market and enterprise businesses | Comprehensive incentive management | Potentially high cost and steep learning curve | |
4.7 star star star star star-half | $15/user/mo $40/user/mo Enterprise: custom price | Complex sales structures and businesses of all sizes | Complex sales structures and businesses of all sizes | Steep learning curve | |
4.6 star star star star star-half | Not publicly available | Collaborative teams | Connected planning | Complexity and steep learning curve | |
4.6 star star star star star-half | Not publicly available | Companies with complex sales structures | Complex incentive compensation management (ICM) with high efficiency and accuracy | Complexity for smaller teams and potentially high costs | |
4.7 star star star star star-half | Not publicly available | Companies who want to automate commission calculations and payouts | Simplicity and ease of use | Lack of features like redirection | |
4.7 star star star star star-half | $30/user/mo $35/user/mo Custom: upon request | Businesses that need a comprehensive and user-friendly sales compensation management software | Ease of use and adoption | Lack of ability to configure the product based on user needs | |
4.8 star star star star star-half | Not publicly available | Companies with modern sales culture and businesses who want real-time insights | A built-in dispute management and real-time visibility | Users say it works slowly, customer support is slow | |
4.9 star star star star star | $30/user/mo $50/user/mo | Smaller sales teams | Powerful automation | Lesser user base and average user interface | |
4.7 star star star star star-half | Not publicly available | Companies with scalable needs | Automated Commission Calculations | Lack of filtering by date, no mobile app |
PRM Tool | Rating | Feature | Pro | Con | Mobile App | Integrations | Free Plan | Pricing |
---|---|---|---|---|---|---|---|---|
4.65 star star star star star-half | Org-wide alignment | User-friendly layout and database | Suboptimal as a personal CRM | square-check | Lack of tracking system | square-check | Team: $20/month Business: $45/month | |
4.7 star star star star star-half | Social Media Integration | Easy contact data collection | No marketing/sales features | square-check | Lack of tracking system | square-xmark 7-day trial | $12/month | |
4.75 star star star star star-half | Block Functions | High customization capability | Not a dedicated CRM | square-check | Limited | square-check | Plus: €7.50/month Business: €14/month | |
N/A | Open-source | Open-source flexibility | Requires extensive manual input | square-xmark | Limited | square-check Self-hosted | $9/month or $90/year | |
3.1 star star star | Simple iOS app | Ideal for non-tech-savvy users | iPhone only | square-check iOS only | Limited | square-xmark 1-month trial | $1.49/month or $14.99/month | |
3.6 star star star star-half | Smart Contact Management | Feature-rich and flexible | Reported bugs | square-check | Rich | square-xmark 7-day trial | Premium: $13.99/month Teams: $17.99/month | |
4.4 star star star star star-half | Customizable Interface | Customizable for teamwork | Pricey for personal use | square-check | Rich | square-xmark | Standard: $24/member Premium: $39/member | |
4.7 star star star star star-half | Integrated Calling | Integrated Calling | Too sales-oriented & pricey | square-check | Rich | square-xmark 14-day trial | Startup: $59/user/month Professional: $329/user/month | |
4.8 star star star star star | Business Card Scanning | Business Card Scanning | Mobile only | square-check | Limited | square-check | $9.99/month | |
4.45 star star star star star-half | 160+ app integrations | Comprehensive integrations | No free app version | square-check | Rich | square-xmark 14-day trial | $29.90/month or $24.90/month (billed annually) |
Capterra Rating | Free Trial | Free Plan | Starting Price (excluding the free plan) | Maximum Price (for the most expensive plan) | Best for | |
---|---|---|---|---|---|---|
4.5 star star star star star-half | square-check 14-day | square-check | €15/month/seat billed annually | €792/month/3 seats billed annually + €45/month for each extra seat | Versatility and free plan | |
4.2 star star star star | square-check 30-day | square-xmark But it offers reduced price to authorised nonprofit organisations | €25/user/month | €500/user/month billed annually (includes Einstein AI) | Best overall operational CRM | |
4.3 star star star star star-half | square-xmark | square-check Limited to 3 users | Comprehensive incentive management | €52/user/month billed annually | Small-medium businesses and automation | |
4.5 star star star star star-half | square-check 14-day | square-xmark | €14/seat/month billed annually | €99/seat/month billed annually | Sales teams and ease of use | |
4.1 star star star star | square-xmark | square-check Limited 10 users | $9.99/user/month billed annually | $64.99/user/month billed annually | Free plan for very small teams up to 10 |
CRM goal | Increase the sales conversion rate for qualified leads from marketing automation campaigns by 10% in the next 6 months. | ||||
SMART Breakdown | 1. Specific: It targets a specific area (conversion rate) for a defined segment (qualified leads from marketing automation). | 2. Measurable: The desired increase (10%) is a clear metric, and the timeframe (6 months) allows for progress tracking. | 3. Achievable: A 10% increase is possible based on historical data and potential improvements. | 4. Relevant: Boosting sales from marketing efforts aligns with overall business objectives. | 5. Time-bound: The 6-month timeframe creates urgency and a clear target date. |
Actions | Step 1: Refine lead qualification criteria to ensure high-quality leads are nurtured through marketing automation. | Step 2: Personalize marketing automation campaigns based on lead demographics, interests, and behavior. | Step 3: Develop targeted landing pages with clear calls to action for qualified leads. | Step 4: Implement lead scoring to prioritize high-potential leads for sales follow-up. | Step 5: Track and analyze campaign performance to identify areas for optimization. |
Outcomes | Increased sales and revenue | Improved marketing automation ROI | Marketing and sales alignment | Data-driven marketing optimization |