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* How it works
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HOW CIENCE INCREASED SALES QUALIFIED LEADS FOR DATAWEAVE
SALES DEVELOPMENT
DataWeave Case Study
ABOUT DATAWEAVE
DataWeave is an advanced AI-powered analytics SaaS platform with solutions and
insights that empower global consumer brands, e-commerce, and omnichannel
retailers to optimize sales and marketing activities. Data analytics insights
from DataWeave improve customer loyalty, retention, spending while increasing
competitiveness, revenue, and profits.
DataWeave provides global retailers with Competitive Intelligence-as-a-Service
by aggregating, organizing, and analyzing a vast amount of structured and
unstructured data at a massive scale to deliver ongoing actionable insights.
Digital and omnichannel retailers, consumer brands, food and grocery delivery
platforms/marketplaces, and travel companies trust DataWeave to deliver scalable
data insights they can’t achieve using internal resources and systems. These
insights flow into a company’s decision-making, influencing marketing, pricing,
customer service, loyalty programs, and retention strategies.
Since launching in 2011, DataWeave has experienced a steady growth trajectory,
winning clients worldwide, including Nordstrom, QVC, Adidas, and Bain &
Company.
Joe Bunner
Senior Digital Commerce Strategist
Industry
Information Technology & Services
Website
dataweave.com
THE STORY OF DATAWEAVE
The story of DataWeave started ten years ago when it began as a web-based
analytics start-up in India. With an MVP, a dream, and a business plan, the
founders were welcomed into TLabs, a prominent Indian start-up accelerator in
February 2012.
Joining TLabs ensured the founding team could refine product-market fit, growth
strategies, and secure angel investment funding. Since then, DataWeave has grown
steadily, expanding into the U.S., European, and Asia Pacific markets.
After ten years of organic growth and development, DataWeave aimed to expand
into three core omnichannel retail segments in the U.S., Europe, and Asia:
* Home Improvement (Lowes, Home Depot, and similar brands)
* Home Goods (Williams Sonoma, West Elm, and similar brands)
* Furniture (Ikea, Nebraska Furniture Mart, and similar brands)
Despite attempting to generate outbound leads with another provider and
internally, the DataWeave team knew they were not getting the results needed to
accelerate to scale.
Retaining an effective sales team to deliver the desired results was also
affecting strategic and operational decisions, motivating leadership to consider
the best options for generating more leads.
After many attempts trying to secure qualified leads in these target markets,
DataWeave decided to turn to CIENCE to provide the sales support it needed to
achieve its ambitious growth goals.
CHALLENGES & SCOPE
DataWeave was having difficulty sourcing a reliable outbound sales lead
generation partner who could deliver a steady pipeline of viable, qualified
sales leads. The scope of the project started with how to overcome some of the
initial hurdles preventing DataWeave from hitting its target goals.
CHALLENGES
One of the main challenges this campaign faced initially was ensuring that
potential clients knew about DataWeave in the competitive B2B and software
space. Overcoming low brand recognition and visibility could organically improve
the volume of sales qualified leads (SQL) in the pipeline to meet its growth
targets.
Until working with CIENCE, sales was a manual and time-consuming process.
Business development executives at DataWeave were casting a net too wide to
generate viable new leads, using inconsistent messaging strategies. Lead
generation was very far too sporadic and couldn't be scaled or relied upon.
NEED
DataWeave was keen to win clients in the $200+ million revenue range. As they
already work with Nordstrom and QVC, one of its aims was to secure meetings with
others at that level.
DataWeave needed a scalable sales process with a reliable outbound lead
generation partner who could hit targets. A granular approach using a refined
messaging strategy was essential to achieve success. With the goal of 500%
annual growth, the aim was to secure as many warm and SQLs as possible.
OPPORTUNITY
DataWeave saw a unique opportunity in CIENCE to help its sales team reposition
its targeting. This would involve cleansing and refining their current database,
which included 158,000 potential sales leads. Turning this raw data into a new
database would be an important first step to achieving campaign success.
“When speaking to the sales and marketing team, we agreed that combining digital
marketing and outbound sales tactics was the approach that should successfully
increase the volume and quality of sales leads in the pipeline,” said Nick
Pelton, account manager at CIENCE.
Creating customized messaging for sales scripts, emails, and messages would be
equally essential to the project’s success, paving the way for implementing an
effective outbound sales campaign.
WHY CIENCE?
CIENCE had extensive experience working with companies that were struggling with
messaging, getting the sales and marketing mix right, and generating enough
sales leads. This is especially true in competitive markets when a company is
trying to define a strong unique selling proposition (USP).
CIENCE team reasoned that, given the competitive nature of the e-commerce and
omnichannel markets, many brands would be using, or have tried similar
solutions. Securing qualified appointments meant identifying those who haven’t
achieved an ROI from other analytics software providers.
CIENCE was able to work diligently with DataWeave to create a detailed ideal
customer profile (ICP).
“Our team worked to identify viable leads that were struggling with the very
pain points that DataWeave solutions can solve. Not every outbound sales
provider offers this service, so including ICP and messaging in the campaign
made CIENCE stand out as the natural choice for DataWeave,” said Houssam
Boumakhla, project manager at CIENCE.
“We’re most impressed with their field expertise and their in-depth
understanding of our customers’ needs,” said Joe Bunner, senior digital commerce
strategist at DataWeave. “CIENCE Technologies’ framework helps us meet our
current benchmarks, and their team always ensures that we’re operating as
professionally and effectively as possible.”
RESULTS
With experience and expertise, the CIENCE team was able to implement a strategy
that generated results from day one, starting with an overhaul of DataWeave’s
database to identify a qualified list of targets that matched the ideal customer
profile (ICP) criteria.
Since the launch of the campaign in August 2020, CIENCE has helped DataWeave win
new clients, generating a positive ROI for the company. CIENCE was able to
deliver more than thirty appointments with potential customers, at a consistent
rate of approximately three or more every month.
To gain traction, CIENCE used an extensive multichannel approach as part of this
campaign strategy, including emails, phone calls, LinkedIn messages, landing
pages, and a series of programmatic ads. CIENCE deployed some of its most
effective methodologies, including Best Contact Outreach, a Before-After-Bridge
(BAB), and Smart Re-engagement.
“During the initial three-month pilot project, DataWeave quickly recognized the
value of the outbound sales campaign once they won a new customer from a
qualified sales conversation we secured for them,” said Pelton. “With a new
customer secured, DataWeave was happy to continue this as an ongoing
partnership.”
PARTNERSHIP SUCCESS
With the success of the partnership going strong, new leads and appointments
continue to come in every month, helping DataWeave achieve its sales performance
goals outlined from the start.
“CIENCE has met our expectations by working hard to deliver polished and
cost-effective results, ” said Joe Bunner. “Overall, we can definitely tell that
they’re experts in their field through the feedback we’ve been receiving.”
“One reason it’s been great working with DataWeave is they really get outbound.
They understand what’s involved, how it works, and the ways we can ensure this
is a collaborative and profitable partnership,” said Nick Pelton.
Their successful collaboration has been instrumental in getting the results
DataWeave needed: “Another key advantage of working with DataWeave is that, from
day one, this has always been a collaborative approach,” said Pelton. “Working
together, we solved those problems, and this has contributed to the continued
success of the campaign.”
With technical expertise and a dependable framework, CIENCE has triumphed at
delivering cost-effective outbound sales solutions to DataWeave. The
collaborative spirit and dedication of both teams will help ensure many more
successful campaigns to come.
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