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Leading AI powered people experience platform driving continuous performance.
About the client
Entomo offers an online platform to set up a continuous performance management system within an organization using real-time performance tracking and feedback. entomo is an AI-powered people experience platform built for the digital world of work. Powering 30mn+ users across organizations world-wide, entomo's Work-Wise platform unleashes digital experiences that help organisations reimagine performance, skill and personal health of their workforce while enabling access to financial tools. entomo's clients include Global fortune 500 and large enterprises
Entomo has offices in the US, UAE and Singapore and employs over 270 employees.
Responsible team
Challenges
Entomo offered cutting-edge AI features to improve employee performance in the workplace. They had 5 main flagship products but struggled to gain the traction they were looking for. Much of their messaging in outreach tried to focus on all products at once, creating dilution and there was a very salesy style.
Their team had a global appetite but struggled with creating an infrastructure that would drive consistent, qualified leads. They spent a lot of money on advertising that did not bring in the results they wanted.
Their team were experimenting with LinkedIn as a channel but the lack of profile optimization and consistency hurt results. Their sales team needed a larger pipeline to meet their sales goals.
Solutions
Based on our client's requirement, our lead researcher started producing a large lead list across EMEA and North America. The solution was industry agnostic but we focused on industries that adapted to new technology quicker such as BFSI or Software companies. We targeted companies with an employee size that ranged from 200 to 2,000.
We also decided to focus on 2 product lines for extensive testing. These products included "Every Performance" and "Everyday Wellness".
In collaboration with the client, we meticulously identified ICPs, focusing on decision-makers and stakeholders such as:
- CHRO
- Head of HR / Director of HR
- Head of Employee Performance
- Head of Employee Well-being
In the larger companies, we also targeted manager level titles to improve chances of acceptance and success. We went with a multichannel approach, utilizing both LinkedIn and email, for scalable outreach. 5 fully optimized LinkedIn profiles were deployed plus 10 email ID's. Profile optimization allows us to create common ground with the prospect we are targeting.
We removed all sales and BD titles in profiles and focused on titles which came across softer.
Our team created multiple campaigns based on the product offering and created messaging sequences focused on each cohort. Every sequence is about creating a dialogue and not about sales. The sales comes after.
Results
- Our email campaign achieved an average open rate of 46% and a reply rate of 2.5%.
- On LinkedIn, we achieved an average of 32% connection acceptance rate and a 9% reply rate
- We targeted 9000 leads in total.
- In 6 months, we secured 72 appointments
- Our collaborative approach led to successful closings totalling almost $150,000 in 6 months and a large pipeline of proposals in progress.
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