Confident Cannabis (now Confident LIMS) offers the only lab information management system made for the cannabis industry. Their CEO Steve Albarran was looking to build an Account-Based Marketing campaign to target the ~250 of certified cannabis testing labs in North America. The typical inbound strategy (content, SEO, SEM) was not moving the needle much from a demand generation perspective. Confident Cannabis partnered with SaaSMQL to develop a high-touch program and engage the target account list with a multi-channel approach, combining cold email outreach, direct mail and email follow-ups. In 3 months, the program helped engaging 33.8% of the accounts and generated 25 opportunities, for a total of $300,000 in sales pipeline (ARR).
The funnel that we implemented for Confident LIMS leveraged 2 main channels: 1) Cold Email Outreach and 2) Direct Mail.
The funnel that we implemented for Confident LIMS used a combination of emails and direct mail to engage cold accounts and convert them into qualified opportunities. The email outreach play is broken up into 2 parts: warm-up emails (for Cold accounts) and follow-ups (once the prospect receives the direct mail offer). Email sequences and direct mail are integrated into a cohesive ABM play, triggering a follow-up email sequence as soon as the box is delivered. The direct mail is used add a personal touch to the campaign and to grab the attention of the decision makers from the target labs and book a discovery call.
The direct mail package is branded outside and inside, with a clear headline to drive the attention of our target prospects. Inside the box we included a brief summary of the value proposition and a call-to-action ("book a meeting within 2 weeks" with an incentive to be sent after the initial intro call.
A brochure placed inside the box with a summary of the value proposition and main features of the Confident LIMS lab solution.
The landing page (hosted on Unbounce) is created specifically for this ABM program, andit matches the direct mail offer and call-to-action. The page contains an embedded Calendly widget to book the meeting.
SaaSMQL is an Account-Based Marketing agency that helps SaaS companies scale recurring revenue with high-impact multichannel campaigns.
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