PolyMailersUSA (PMU), an e-commerce envelopes manufacturer located in Montreal hired Acquisent to market its mailers in the North American presence.
The founders had established their online e-commerce website and were generating modest sales from online channels but they were looking for effective sales lead generation strategies to grow the pipeline and attract fortune 1000 & 500 companies in the form of long-term services agreements. Acquisent identified an opportunity to target 50 Fortune 1000 & 500 companies to supply mailers via long-term partnerships. This required an Account-Based Marketing (ABM) approach to sales & marketing to really drive revenues.
Acquisent conducted detailed market research & collected insights from customers and competitors through its Customer Intelligence and Persona Development process. Acquisent’s process and product research helped craft a strategy that would make PMU’s envelopes competitive and a marketing strategy that would resonate with ideal customers.
Persona mapping highlighted the need to add a secondary closure to the mailers to allow the customers’ customers to return clothing they no longer wanted or use the mailer as a method for sending clothes to third-party charitable organizations. This preceded our marketing theme of Corporate Social Responsibility; PMU’s customers would be able to promote their brand as socially responsible in eliminating single-use plastic and eliminating waste through donations.
Finally, Acquisent identified a growth opportunity for PMU to supply kraft (paper) envelopes and market plastic-free mailers to socially-conscious organizations. The final step was implementing Acquisent’s 5 Step Account-Based Marketing process which involved a multi-touch campaign across LinkedIn, telemarketing and email to nurture select stakeholders at target organizations.
Quotes in 3 Months
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“Their persona mapping was impressive. We weren’t only able to successfully open the door for new prospects, but we started receiving quotations to fill our pipeline and generating orders to grow our business. The pipeline mattered the most to me. I didn’t want 100 companies that had 5,000 sales; I wanted ten companies to do a couple hundred thousand in sales. Within three months, Acquisent built the pipeline to $1 million.”