Brooke Hattie · Feb 1, 2024 · Case Studies
About this engagement
MVMNT is a freight-tech startup backed by a16z. They knew who their best customers were, but with limited internal resources they had no scalable way to find more prospects that fit that profile.
They brought us in to identify those prospects and get them into their CRM, ready for personalized outreach.
Our partnership enabled the following results:
The Challenge
Finding prospects within the ICP was manual, which created bottlenecks and slowed the sales team down. The attribute that defined MVMNT's best customers was specific enough that no standard prospecting tool or data enrichment service could find it.
The Solution
We used our ICP signaling solution to find the triggers that show a prospect urgently needs MVMNT's product. Each prospect it finds is added to MVMNT's CRM with its demographic and firmographic data, and new fields based on the trigger let marketing and sales reach out at that moment with messaging personalized to each segment.
"Lean Layer's exceptional work in helping us identify prospects within our ICP through a custom ICP Signaling and Data Enrichment project significantly elevated our GTM strategy. They were able to help us identify prospects that had a very specific attribute custom to our ICP that no other tool or data enrichment service could help us with.Their customized approach to our unique business challenges enabled us to fish where the fish are and target the prospects that were the most likely to purchase our product."
Audrey Song Director of Marketing @ MVMNT
At a high level, here is what changed:
| Before | After | |
|---|---|---|
| Prospects found by hand | → | More than 4,000 accounts and contacts identified by data scraping |
| Prospects outside the CRM | → | Enriched records in the CRM |
| No way to segment by ICP signal | → | CRM fields that segment companies by signal |
| Generic outreach | → | Tokenized data points for personalized campaigns |
And now, here is how we got there.
ICP signaling
Based on what makes MVMNT's ideal customer distinctive, we used data scraping to identify more than 4,000 accounts and contacts that met the criteria.
Data enrichment
Lean Layer's data enrichment added the identified prospects to MVMNT's CRM.
Segmentation and personalization
New CRM fields segment companies by the ICP signals they show, and the unique data points are tokenized so outbound sales and marketing campaigns can be personalized.
The Results
Within a week of the project finishing, MVMNT's marketing team was launching custom campaigns to their ICP. The responses were overwhelmingly positive, and qualified pipeline from demo requests rose 37%.
"They also set up custom fields in our CRM so we could tokenize the specific attribute they identified. This allowed to us personalize our messaging, leading to to a hugely positive response rate and sentiment from our prospects. The types of replies we got back included "Haha! Great research on my background! Let's have a call today!", which was amazing!
Lean Layer's efforts on our ICP ultimately resulted in a 37% surge in our sales pipeline in just 2 weeks after campaign launch. Their deep understanding of our specific needs and agile response underscores their expertise as true growth partners"
Audrey Song Director of Marketing @ MVMNT
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