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Sales Confidence is a London based sales acceleration company for B2B SaaS companies. Newly launched in June 2017, its core vision is to help SaaS founders and sales professionals increase revenues through hiring, training, and coaching sales teams, using world sales techniques.
Sales Confidence has massive potential as it fitted perfectly in an empty market niche, but it needed a way to build and grow their community, both online and offline. Prior to Rock Mission, Sales Confidence had no formal marketing-driven member generation process, nor a platform that could help to attract, nurture and convert members across digital channels. The company relied mainly on events and social media. The results from these methods varied and was slow in growing a community.
The founder, James Ski, had a keen sense of market need that led to initial traction and validation, fuelled by his extensive work experience in SaaS Sales. Prior to Rock Mission, he launched successful, albeit small events that resonated with his identified audience, who would attend to learn and network with credible sales leaders and professionals. However, the community was growing at a slow pace as they relied only on word of mouth, organic Linkedin postings and ad-hoc blog articles on the website.
We knew we had to create something great for a market as picky as a salesperson’s community in SaaS. To really delight a member, we designed a questionnaire to find out more about them, and why they signed up with Sales Confidence. Using this information we were able to craft a more detailed strategy that would keep members interested such as building a more interesting list of speakers, launch events that encouraged networking, and the results tweaked the content writing to include more articles about sales techniques. This encouraged more visitors to return to the site, and by December we had a 320% increase in recurring visits.
After gating the blog, we needed traffic to the site. We designed a £0 acquisition campaign leveraging James’ Linkedin contacts, as his network already consisted of his target market – people working in sales and SaaS. Using email, we encouraged and directed them to go on the site to sign up for exclusive articles and events. We knew events were key, since networking is fundamental to a salesperson’s career and growth. This alone increased sign ups by 30%, with traffic increasing by 2135% increase in traffic within 1 month.
We knew we had to create something great for a market as picky as a salesperson’s community in SaaS. To really delight a member, we designed a questionnaire to find out more about them, and why they signed up with Sales Confidence. Using this information we were able to craft a more detailed strategy that would keep members interested such as building a more interesting list of speakers, launch events that encouraged networking, and the results tweaked the content writing to include more articles about sales techniques. This encouraged more visitors to return to the site, and by December we had a 320% increase in recurring visits.
Still, we needed to further accelerate the growth of the community online. We leveraged two important characteristics of sales leaders – being passionate and relationship oriented individuals. Using email and social media, we announced the launch of an addictive contest where one could nominate, share and vote for their favourite salesperson of the year. The contest, which started on the 7th of February and ended on the 16th February drew an amazing response. Within 24 hours, 2,000 votes were casted to support their favourite nominee and by the end of the contest, the page received more than 33,000 hits. In fact, we garnered so much traffic that we had to increase the bandwidth of the site.
With now a large enough community and launched events successfully selling out twice in a row, Sales Confidence has ambitions to launch Europe’s largest SaaS sales conference in London within 6 months. We know that launching an event of this scale require resources and as Sales Confidence is still in its early stages, we needed to find out quickly if this event would take off before pouring time and effort into it. To do this, we use a technique called pretotyping. We announced the dates of this conference at an event, created an email and social media campaign to spread the word, and set up an eventbrite page to sell tickets. We also spent a small amount of money (£30) retargeting on Google and Facebook. Within 2 days, we sold 5 tickets and to date 50 tickets growing revenue by 25000%.
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