Market testing

Case Study: Global Insurance Provider

Photo by Vlad Deep on Unsplash.

Our client is a medical and travel insurance provider operating worldwide.

A brief history of the experience

Because of the market opportunity for our client to enter the travel sector, it became necessary to implement strategies to increase its presence.

In this effort, there was the important factor of the methods currently used to purchase or book a trip: users can choose any place in the world through their phones in a few simple steps.

The Go-To-Market strategy suggested by Skief Labs was to identify the key players actively promoting their technology solutions during specialized events focused on Travel Tech.

The key factor for the sales team was to incentivize collaboration with technology companies in the travel industry.

The lines of action were clear:

  • Define the strategy: engaging with pre-qualified exhibitor companies based on their activity.
  • Data acquisition: extracting data from conference websites, matching with LinkedIn company accounts, and identifying key decision makers through Sales Navigator.
  • Data enrichment and cleaning: enriching contact details with emails, verifying email deliverability
  • Email campaigns: implementing campaigns with the sales automation tools and launching account-based outreach.

Aspects highlighted by the client

In a span of 4 weeks the strategy managed to identify 49 valuable accounts which responded to the email campaign with an open rate of 94%. These numbers translated into 10 accounts with a positive response for dialogue with the sales team.

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