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B2B | Zuuvi
Zuuvi is a Danish start-up that has sought to solve the challenge of traditional HTML5 banner production by building a production tool for quick, easy and scalable production of banners for the digital experience. Initially, Zuuvi would reach out to leads across relationships and networks, search newspapers and websites for businesses in need of a solution for digital banners and use a cold canvas approach with focus on quality over quantity of leads.
With Zuuvi, they had a product with strong potential, but they had no systematic approach towards scaling the number of leads. As a tech firm and scale-up business, the organic growth approach proved vulnerable and non-viable as a way to scale Zuuvi towards the ambitious end goal of becoming an international market leader within digital banner production. Zuuvi had until now relied on getting customers through the creators’ relationships and cold leads and struggled to scale the sales process.
Ultimately, the start-up had strong marketing skills and potential for organic growth in the domestic market but lacked the resources and knowledge needed to scale a tech business beyond organic growth in international markets.
To increase the acquisition of international clients, Sunrise and Zuuvi remodeled the sales approach and initiated a commercial transition from organic to proactive growth. Zuuvi also transitioned into a single CRM, to better work across functions as one team. This helped Zuuvi transition towards a framework for predictable revenue and proactive growth through a five-step process (see process below).
One year into the transition process, Zuuvi’s efficiency has increased 30% in the lead nurturing team, a doubling of its touchpoints with customers and 17% rise in demo bookings from leads. This has helped business revenue increase by 222% (YtD 2020) with renowned international clients such as Ebay, Toyota, Singapore Airlines and G4S in its clientele. Consequently, the valuation of Zuuvi has increased by 1800%, enabling a six-digit funding from investors to secure the path towards becoming the go-to tool for digital banner production worldwide.
The transition towards proactive growth is a journey that requires a long-term mentality and commitment from stakeholders. Results are not immediate, so it’s important that your team sets goals for the long run and dedicates time and resources towards achieving a proactive and scalable solution.
Define your target customer
What are the most valuable customers for your business? Start out by defining the industries, company profiles and employee types that have the biggest customer lifecycle value for your business based on your existing data and knowledge. Test out different customer profiles, adjust and optimize over time towards the most valuable target customers.
Build a process for inbound marketing
How are you going to make the target customers engage with your business and eventually convert to sales? Begin your process by defining the inbound marketing content and channels that are going to drive customer traffic towards your website. Then identify how you can work with those leads through your funnel and choose a system that can match how you want to nurture the leads. For Zuuvi, whitepapers and free product trials advertised on social media proved effective, and combined with Hubspot, they accelerated their inbound efforts.
Define the key metrics
How much does it cost you to acquire a new customer, and what is the average value over the customer lifecycle? For each step of your process, from website visits to email signups, meetings and closing the deal, you must define the average cost against the potential value.
Whitepapers may lead many potential customers to book meetings, but if they are heavy in content production and employee costs, customer acquisition cost may exceed customer lifetime value and lead generation will therefore be too expensive.
Adjust, test, and optimize
How do you decrease your customer acquisition cost and scale the process? Repeat tasks, make A/B split tests between content, LinkedIn scripts, and emails, and test everything possible to get the optimal value from your process. By reinventing, adjusting, and optimizing throughout, you will arrive at a scalable process for predictable revenue.
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