The Solution

To address the problem, Sweep Founder and CEO, Billel Ridelle, turned to Lead Gen Dept, lead generation and targeted outbound email strategists.

“Sweep saves small to medium and even enterprise-level businesses a huge amount of time,” says Connor Addis, Managing Director, Lead Gen Dept. “The product offered such clear benefits we decided we would focus our campaign on accounting partnerships that could best evaluate and understand the Sweep value proposition rather than appealing to end-users.”

A Road Less Travelled: Indirect Outreach

This meant focusing on Sweep’s integration and technical collaborators and identifying accounting partnerships with direct access to potential Sweep clients. “We followed the technology trail. Sweep integrates with Xero, QuickBooks, Sage and many other popular ERP systems, so we started by focusing on those firms and their accounting firm partnerships. From there, our research team identified the decision-makers that could give Sweep the boost it needed by putting them in front of their ideal end-users.”

Exchanging Value with a Personal Touch

Prior to kicking off the four-step personalized email campaign, Lead Gen Dept submitted the prospect list to Sweep, to ensure each prospect on the list met and aligned with the Sweep team’s business objectives. Once Sweep signed off, Lead Gen Dept began its phase two research to personalize each email in its proven four-step sequence with information specific to its recipient.

“Lead Gen Dept always makes the effort to personalise every email,” explains Addis. “That means acknowledging a recent charitable donation, promotion, or similar accomplishment for each recipient. After that, we offer them something of value — in this case, full-featured complimentary access to Sweep for the client of their choice.”