Teamst (Squiz) organizes team-building events to help remote-first companies create a more engaging environment for remote talent, improve cross-functional collaboration and help employees disconnect from work.
Industry: Corporate & Remote Events
ICP: Remote-first Mid-Market and Enterprise IT orgs
Persona: People Culture & Employee Engagement Leaders
Geo: US, UK, EMEA
Industry: Corporate & Remote Events
ICP: Remote-first Mid-Market and Enterprise IT orgs
Persona: People Culture & Employee Engagement Leaders
Geo: US, UK, EMEA
The Challenge
Teamst (Squiz) approached us after years of operating in the CIS market, after having organizing hundreds of remote team-building events for Yandex, MVideo, Raifaisen Bank and other well-known enterprise companies. Their goal was to test PMF (Product Market Fit) in the global market, United States and Europe in particular. The challenge wasn’t unique - entering global mid-market and enterprise companies without strong brand recognition isn’t particularly easy. Especially via the cold outreach channel.
The Solution
To address this challenge, we developed a sales strategy, choosing remote-first IT segment as the primary ICP with People Culture leaders as our key persona. We’ve built a list of 258 orgs that fit our profile, i.e., remote-first organizations with 100+ headcount and HQs in the US and EU. The channels were primarily cold email and LinkedIn with the focus on emails as the quickest way to get the value proposition in front of our ICP.
Since Teamst didn’t have internal resource to support the sales process, we’ve provided a full-cycle sales support from cold leadgen to demoing the product and driving the conversation all the way till the pilot that would prove whether or not the product was ready to be commercially rolled out to the orgs of the chosen segment.
In the leadgen process, we’ve implemented a number of sales tactics such as video CTAs, and human-sending patterns to squiz the most out of a limited TAM (Target Addressable Market).
For the sales phase, we’ve designed a playbook with talktracks that allowed us to pitch to different companies, personalizing the service to each market, company and persona types to hit the right spots and maximize the chances of securing a proof-of-concept pilot.
We’ve also provided Teamst’s marketing team with detailed practical suggestions on creating the pitch deck that would address most common challenges that our personas were facing.
Since Teamst didn’t have internal resource to support the sales process, we’ve provided a full-cycle sales support from cold leadgen to demoing the product and driving the conversation all the way till the pilot that would prove whether or not the product was ready to be commercially rolled out to the orgs of the chosen segment.
In the leadgen process, we’ve implemented a number of sales tactics such as video CTAs, and human-sending patterns to squiz the most out of a limited TAM (Target Addressable Market).
For the sales phase, we’ve designed a playbook with talktracks that allowed us to pitch to different companies, personalizing the service to each market, company and persona types to hit the right spots and maximize the chances of securing a proof-of-concept pilot.
We’ve also provided Teamst’s marketing team with detailed practical suggestions on creating the pitch deck that would address most common challenges that our personas were facing.
The Results
Within the first 4 weeks of our outreach efforts and after having tested multiple different sales messages and tactics, we were able to hit
- 43 total responses, 25 of which were overwhelming positive
- 14% response rate per account
- 5 sales meetings with companies like Zapier, Kinsta, and Autoleap
- All 5 agreed to a pilot that was conducted by Teamst
There were also lots of product learnings about competition, including internal solutions and how target companies allocate budgets towards similar products.
After the pilots and customer feedback, Teamst founders have decided on finetuning the product to meet the need of their ICP and reshape their business model to work within the new markets.
- 43 total responses, 25 of which were overwhelming positive
- 14% response rate per account
- 5 sales meetings with companies like Zapier, Kinsta, and Autoleap
- All 5 agreed to a pilot that was conducted by Teamst
There were also lots of product learnings about competition, including internal solutions and how target companies allocate budgets towards similar products.
After the pilots and customer feedback, Teamst founders have decided on finetuning the product to meet the need of their ICP and reshape their business model to work within the new markets.
