How We Helped Tatango Generate 100+ Qualified Sales Meetings Using Outbound Email Campaigns (Case Study)
Tatango provides text-messaging software and marketing expertise to a wide variety of clients across North America. The company was founded in 2007 in Seattle, Washington, and has since become a prominent text-message marketing leader in the industry. Their platform has delivered wide-reaching campaigns through SMS, MMS, and RCS channels for many well-known enterprises, including the likes of agencies, sports teams, political groups, retail brands, and food and beverage.
Tatango’s platforms facilitate the development of codeless text-message marketing systems and analytics tools. They also specialize in subscriber segmenting, monitoring trends and responsiveness, offering key insights about customer profiles, deploying merge tags in the crafting of personalized, targeted messages through text, and message automation.
32% Email Open Rates
4.2% Engaged Reply Rates
111 Qualified Meetings Booked
$5.5m Pipeline Value
Challenges & Key Objectives
Prior to working with us, Tatango was generating approximately 5-6 million dollars in annual revenue. They had been going through a wide-scale growth phase and were wanting to stabilize their growth forecasting measures. They were also struggling with data organization on HubSpot (their CRM) — the overall sales flow, from the initial outreach stage to booked meetings to conversions, wasn’t steady. Consequently, they were spending a significant amount of time following up with and scheduling sales meetings with unqualified leads.
Tatango needed to improve its outbound sales approach, which in turn, would provide them with more consistent, reliable results. They also needed to establish product-market fit and determine the sectors in which they would have the best likelihood of success.
Implementing A New Sales Strategy
When we started working with them, Tatango’s leadership team was aware that they performed fairly well with agencies, smaller retail brands, smaller food and beverage brands but even those streams were producing rather non-dependable results. Thus, it became clear that Tatango had to evaluate its messaging to crack those markets and make a comprehensive plan on how they could begin gaining a footing in newer, more unfamiliar markets. To help them expand into other markets, we were tasked with assessing how their messaging could resonate with different target verticals.
They had also wanted a partial overhaul of their sales system on HubSpot so that they could focus their efforts on outbound marketing, generate more qualified sales meetings, and close more deals consistently.
With those objectives in mind, here are some of the objectives we established and implemented together:
1. Generating a greater number of outbound meetings at a lower cost
In our initial conversations together, it was decided that we would set a goal of booking 10 qualified meetings per month with qualified leads. The goal was achieved quickly, which allowed us to expand the engagement and include a Sales Development Representative. The additional SDR allowed us to confirm 20 meetings per month.
Moreover, these meetings are being produced at a lower price point than those produced by Tatango's inbound marketing activities. We've also been able to reactivate old sales opportunities that had become either quiet or unresponsive by multiplying our lead generation efforts. Our team has also had success in moving existing, high-value opportunities through second and third meetings by conducting effective follow-up.
2. Restructuring their HubSpot CRM
Our team was able to resolve Tatango’s challenges with their HubSpot CRM, so that everyone at the organization had transparency into the sales cycle and the dynamics of the sales process. Our restructuring of Tatango’s CRM platform included three key functions: HubSpot sales implementation, the organization of the HubSpot system, and dashboard setup. We were able to help them construct classifications for their sales teams, and their new dashboard led to greater visibility and lead source reporting.
Next, we teamed up with their marketing department to collaborate on lead lists, enabling the creation of a flywheel approach in which we warm leads up with ads and then follow up with targeted ads. We have developed a number of scripts devoted to sales, calling, and email objection handling.
3. Practicing a needs-oriented scaling approach
While Tatango had a strong grasp of the industries where they wouldn’t be able to perform, they were less certain about markets where they would be able to perform. As a result, we set out to examine where the company could use more or less scaling. For example, the agency sector was one of their strong points, so we immediately scaled up in that direction and increased our lead flow. But our scaling method had to act in accordance with the company’s capabilities — we can’t just book a thousand meetings for them every month without knowing it’s something they’d be able to handle confidently. Therefore, we were incredibly precise about tapping into the niche and sub-niche sectors — our scaling strategy had to match up to Tatango’s existing framework.
4. Establishing a footing in new industries
Just as we focused on doubling down on niche markets that have historically responded well to Tatango’s vision, we also had to formulate a plan as to how the organization could make a mark in other industries. Sectors such as food and beverage, beauty, retail are notoriously difficult to access through inbound or Facebook advertising. However, by implementing multiple variations of Tatango’s messaging and proposing innovations that attack specific pain points, we’ve been able to schedule meetings with high-level executives from those industries.
We've also landed meetings and sales opportunities with high profile accounts in the NFL as well as with decision-makers at different retail agencies and e-commerce businesses. These new lines of business help increase the company's valuation and its addressable market size, which in turn opens up further new industries and job titles.
5. Adapting their outbound messaging in the wake of COVID-19
The disruption to their industry caused by the global pandemic in 2020 forced us to reexamine key areas of Tatango’s outreach and business model. Most of Tatango’s target verticals in the B2C sector had drastically shifted their marketing strategies. As a result, the number of meetings being scheduled by retail brands and food and beverage groups had also begun leveling off. We worked closely with Tatango’s sales force to pivot and fine tune their outbound messaging. As the market has stabilized to some extent, we’ve been able to get back on track to 20 meetings per month and have been able to land recent meetings with B2C decision-makers.
Results Achieved Since Working With Us
Before Tatango started working with us, they had been carrying out their outbound deal through only two sales representatives based in the East and West coast, respectively. Our thorough reorganization of their HubSpot CRM has freed up their calendars, so they could invest their full energy into closing a greater number of outbound deals. Similarly, our management of the sales funnel has enabled the decision-makers at Tatango to focus on high-value activities that actively advance the company’s long-term vision.
The successful implementation of our outbound email campaigns have not only led to exponential growth in terms of scheduled meetings but empowered the organization to explore an entirely new line of verticals. We’re on pace to quadruple the amount of sales meetings that we typically generate for them. Achieving these sales milestones has enabled Tatango to grow their team from 7 to 40 members, solidifying their spot as one of the fastest-growing companies in the United States.
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