Revamping Sales for Success

Hey Readers 🥰

Welcome to today's edition, bringing the latest growth stories fresh to your inbox.

If your pal sent this to you, then subscribe to be the savviest marketer in the room😉

Transforming Calendly's Lead Generation Strategy

Insights from Jessica Gilmartin

Calendly tackled three major challenges: boosting sales and marketing efficiency, enhancing customer experience, and scaling personalized user journeys. Here’s how Jessica Gilmartin, CRO and CMO of Calendly orchestrated a successful transformation:

1. Tailoring the Sales Team Calendly revamped its sales structure by analyzing customer buying patterns. The team was divided into three specialized groups:

• Support Assist Team: Focused on smaller prospects, blending sales and customer support expertise.
• Velocity Team: Targeted the team's plan, handling low to medium-contract deals.
• Enterprise Team: Managed complex, high-value negotiations.

2. Crafting a Visitor-Centric Website By studying visitor behavior and conversion data, Jessica pinpointed why people visited the site. She strategically placed CTAs, like "Talk to Sales" on the pricing page, to guide visitors more effectively.

3. Streamlining Lead Identification Previously, the sales team needed more visibility into company-wide user engagement. By combining internal and external data, Calendly identified user patterns, enabling more targeted advertising strategies.

4. Leveraging Smart Automation The “Talk to Sales” form was simplified to collect key details: name, email, usage plans, company size, and industry. This automation helped categorize prospects and assess their qualification for a sales meeting seamlessly.

Key Insights

Calendly's strategic restructuring, visitor-focused website redesign, improved lead identification, and smart automation have significantly enhanced its lead generation and customer experience. These tactics offer valuable lessons for any business aiming to optimize its sales and marketing efforts.

TBH Repackages Product To Appeal To Gen Alpha

Insights from DTC

TBH recently revamped its hair product packaging with a sleek new design to attract tween consumers.

Here’s the before and after:

The Product Design Tweaks

Simplified Graphics: The emojis are gone, making the bottles look less like a kiddie brand and more sophisticated to appeal to Gen Alpha.

Modernized Logo: The colorful bottles remain, but the logo is now white, creating a modern look with better color contrast.

Condensed Copy: Wordy, conversational text has been replaced with a simplified copy for a cleaner appearance.

Glow Up or Glow Down?

We think this is a great rebrand!

The old packaging looked busy and cluttered, potentially off-putting for shoppers who don’t want to read extensive text. While the old concept was cute, it would work better as an ad rather than a packaging design.

Solving Common Problems

1. Outgrowing the Brand: Gen Alpha customers will eventually outgrow kiddie brands and seek more mature packaging. TBH’s modern and minimal design remains appealing even as the audience ages.

2. Parental Influence: Younger Gen Alphas rely on their parents for purchases, and parents have different packaging preferences. The rebrand successfully appeals to both demographics, making it a win-win.

Key Insights

Brands targeting younger audiences like Gen Alpha need to consider both their tastes and those of their parents, who hold purchasing power. TBH's rebrand makes the product feel timeless and accessible while maintaining a youthful vibe with its vibrant colors.

We'd love to hear your feedback on today's issue! Simply reply to this email and share your thoughts on how we can improve our content and format.

Have a great day, and we'll be back again with more such content 😍