Channext is a B2B SaaS product that provides a solution for the channel market. They create a platform for vendors to organize their marketing activities on reseller channels. Within the platform, a dashboard tracks the performance of resellers. This solution stimulates a closer collaboration between the vendor and reseller, generates a greater pipeline, and drives partner revenue growth.
Channext was receiving the majority of its sales through traditional channels. The founders had a very well-established network within the IT market, which had allowed them to grow their client base to a respectable amount solely through their own network.
However, the founders came to realize that for further growth, they would need to tap into a network outside of their own. This is why they wanted to utilize digital marketing to generate leads to approach. But since they hadn’t yet utilized digital channels for lead generation, they struggled to find the optimal way of generating leads online.
Given that the software offered by Channext is new to the market, the bottleneck in the funnel was the start of the customer lifecycle. This required us to first educate their potential customers before guiding them further down the funnel. This was achieved by starting an experimentation track to test what would work best in first educating and later generating new leads for Channext.
Our successful experiments allowed us to form a funnel that could be scaled up further. We found that a LinkedIn advertising campaign allowing the target audience to subscribe to a webinar was the most effective in generating leads. Some of the largest tech companies in Europe attended these webinars.
We developed a sustainable funnel that keeps generating sales qualified leads
We developed a growth strategy that reduces the client’s time spent on marketing efforts