Cold Emailing

[Zendesk Story] Growing the sales pipeline with dynamic landing pages

lemlist team
LAST UPDATED
October 24, 2023
READING TIME
7 min.

Zendesk managed to book 30 meetings and grow their pipeline in EMEA region by personalizing cold email outreach using lemlist.

Cold email results

About Zendesk

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.

Watch their full story here.

Their goal

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

Their strategy

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...

Cold outreach funnel

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.  

Cold email template with personalized video

The goal of such a cold email is to drive people's attention and clicks. Here's why it got the job done:

  • It contains a play button which boosts click rates and urges people to see the video
  • It's a custom image, relevant to the person. In the example above, it has their website screenshot and their name, but you can play with text, logos or any other images that work for you

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
Cold email with personalized videos

Here's the magic behind dynamic landing pages:

  • Embedded video personalized for prospects
  • Prospect's first name, along with the company's name and logo. This makes people feel as you went the extra mile to make something tailor-made for them. Building relationships is the secret sauce.
  • Finally, you can see Zendesk's Calendly at the bottom of the GIF. This allows prospects to book meetings quickly and decreases friction.
  • Another benefit of these landing pages is that there's no coding. You can have them rolling in five minutes.

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%.

Overview of their results

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

Features used

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.

Get weekly outreach tips
SHARE THIS ARTICLE
Thanks! You've successfully subscribed to lemlist newsletter
Oops! Something went wrong while submitting the form.
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
ERP vs. CRM
ERP
CRM
Summary
Backbone of a business's internal operations.
Backbone of customer-centric interactions and operations.
Goal
To centralize and streamline core business processes in a company.
To increase customer experience, satisfaction and loyalty, and boost sales.
Focus
Internal operations and processes across departments (finance, accounting, inventory, supply chain, HR, and sales).
All interactions with leads and customers.
Manages
Internal business data like financial data, inventory levels, production details, supply chain, HR info.
All customer data like contact info, purchase history, communication history, customer preferences and more.
Users
Finance, accounting, operations, supply chain, and HR departments.
Customer-facing teams like sales, marketing, and customer service.
Benefits
Streamlines operations, improves data accuracy, enhances decision-making, boosts collaboration, increases productivity.
Improves customer relationships, increases sales, strengthens customer service, personalizes marketing campaigns, provides insights.
Price
$150 per user per year on average.
$10 to $30 per user per month on average.
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

What you should look at next

Receive weekly outreach tips in your inbox, sent to 210 000+ salespeople, marketers, founders, and entrepreneurs worldwide!

Subscribe to the lemlist newsletter
You've successfully subscribed to the lemlist newsletter!
Oops! Something went wrong while submitting the form.