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The B2B SaaS landscape is constantly shifting, and it’s crucial to have a comprehensive strategy in place. When everyone is cutting tech costs, you need a new way to appeal to buyers. One approach that has proven to be highly effective is multithreading, a method that involves engaging multiple stakeholders within an organization to drive sales and revenue.
In this episode, Trinity Nguyen, VP of Marketing at UserGems, discusses how she successfully implemented a multithreading strategy and achieved impressive results. She’s overcome the challenges of inconsistent messaging, customer confusion, and potential over-communication.
These issues can harm customer relationships and brand reputation, especially when engaging multiple decision-makers in a client’s organization. Trinity discusses these challenges and how she brings her multithreaded approach to life.
- Multithreading and Effective Messaging: Trinity also underscores the significance of multithreading and effective messaging in maximizing B2B deals. She suggests seamless coordination between reps and coherent messaging can boost response rates.
- Effective Utilization of Tools: Effective Utilization of Tools: UserGems leverages a wide range of tools, such as Outreach, Lavender AI, Gong, and Laudable, to streamline their sales processes, enhance communication, and capitalize on customer testimonials.
- Harnessing the Power of Customer Advocacy: Recognizing the immense potential of customer testimonials and social proof, UserGems integrated these elements into their marketing strategy. The response has been extraordinary, with social media ads seeing improved performance and prospects showing increased engagement.
- Navigating the Changing Landscape: UserGems has emphasized the importance of continuous adaptation and experimentation as the market evolves. Despite challenging conditions, the company remains focused on efficiency, post-sale support, and growth.
Tools Mentioned in this Episode
- UserGems – Used to track changes in key audiences. UserGems tracks people’s job changes to trigger engagement campaigns with newly hired people.
- Salesforce – Sales CRM and the primary source of truth for UserGems.
- Outreach – Used for Sales, ABM, and Marketing outreach. UserGems uses Outreach to automate and personalize email sequences based on job changes, news mentions, and other triggers.
- Lavender.ai – AI email tool to help write better sales emails. UserGems uses Lavender.ai to generate personalized and engaging email copy at scale.
- Gong – Used to review sales calls to improve messaging. UserGems uses Gong to analyze sales conversations, identify best practices, and improve messaging.
- Laudable – Used to create testimonials from Gong calls. UserGems uses Laudable to create compelling customer testimonials from Gong call recordings.
- Postal – Gifting tool. UserGems uses Postal to send personalized gifts to prospects, customers, and partners to build stronger relationships.
- Orum – Sales call and AI autodialer tool. UserGems uses Orum to improve sales call efficiency, automate outreach, and connect with more prospects.
The Dual Persona Challenge: Selling to Sales and Marketing (and sometimes RevOps)
One of the unique aspects of User Gems’ target audience is that they sell to both sales and marketing teams. Trinity acknowledged the challenge of straddling two personas and tailoring messaging and positioning accordingly.
Her strategy is deeply rooted in understanding and addressing the needs of both sales and marketing teams. Creating a unified approach toward achieving company-wide goals by connecting these teams.
In most deals, Trinity mentioned that they work with a trio of stakeholders: sales, marketing, and revenue operations (RevOps). While sales teams tend to understand the product benefits more quickly and often become champions, marketers typically purchase the tools, and RevOps evaluates and implements them.
You can get money from sales, marketing, product, customer success, and by adding these different departments into your deal, it can also add a lot more money to the actual budget since they’re able to pull from different places.
Trinity also noted that the trend of RevOps taking on a more prominent role in the buying decision is rising. Depending on the company’s focus at the time, whether it’s optimizing the tech stack or driving churn prevention and business-related metrics, RevOps may lead the conversation with UserGems.
Multithreading: The Key to Maximizing Engagement and Response
User Gems’ multithreading strategy is crucial in engaging prospects and driving them down the sales funnel. Trinity explained that their SDRs reach out to at least five to seven people per account, leveraging the dynamic contact database provided by User Gems. This allows them to personalize their outreach and tailor their messaging to different personas within the target accounts.
Using tools like Outreach and Lavender AI, User Gems ensures that their emails are concise, personalized, and highly effective in generating responses. Trinity emphasized the importance of Lavender AI in helping their SDRs write better emails and achieve higher response rates.
The Power of User Gems: Tracking Key Contacts and Surfacing Buying Groups
We created a number of key sequences so that the key messaging stays consistent between all the reps. But then, so that’s kind of like the foundation because we don’t want a situation when someone creates a sequence and the subject line is, ‘I have your wallet,’ just to boost up the open rate. And then the content is, ‘Ha, just kidding. But since you’re here, why don’t you evaluate our tool?’
The Rise of Customer Advocacy: Leveraging Testimonials and Social Proof
Unlike the traditional approach, where customer marketing was an afterthought, UserGems recognized the immense power of harnessing customer testimonials and social proof to drive unparalleled engagement and conversions.
To bring this strategy to life, UserGems captured candid video snippets showcasing authentic customer reactions and success stories by connecting Gong to Laudable. Laudable is a tool that finds customer proof from the calls you are already having.
The results have been nothing short of extraordinary. Social media ads have witnessed a remarkable boost in performance, and prospects have been captivated by the increased engagement.
Even more remarkable is that these testimonials have sparked a wave of direct requests for more references, demonstrating their profound impact on potential customers. Additionally, even at-risk customers have been positively influenced, significantly raising the likelihood of reactivation.
Future Outlook: Navigating the Changing Landscape
As the industry evolves, companies must embrace multithreading, adopt a customer-centric approach, adapt to changing market conditions, and identify new pockets of growth. Trinity emphasized the need for ongoing experimentation and efficient resource allocation to drive revenue in this new environment.
By staying focused on efficiency, supporting post-sale efforts, and maintaining a growth mindset, User Gems aims to navigate the changing landscape and continue delivering value to its customers.
The Three Key Goals for SaaS Companies: Efficiency, Post-Sale Support, and Growth
Trinity highlighted the three main goals for SaaS companies, including UserGems, focusing on the current market landscape.
- Efficiency involves evaluating all aspects of the business, including pipeline-related activities, to identify waste areas and trim unnecessary expenses.
- Support post-sale efforts, as new demand may not be as abundant. Companies can ensure stability and growth by protecting existing revenue and driving expansion within the customer base.
- Continue growing, even in challenging times. Trinity emphasized the importance of finding pockets of growth and experimenting efficiently to capitalize on those opportunities.
Join us next time as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine, and take your sales to the next level.