RPA Master’s unique go-to-market program for automation vendors and service providers allows growing companies to test the sales offers for specific target audiences and scale outbound demand generation quickly and at a low cost.
Plan to grow business? First - validate your product-market fit
A successful business is built on a solid product-market fit – knowing your target buyers and offering them a product or service they are ready to purchase. This is the secret formula that ensures sustainable growth for your company.
Suppose you expand into a new market segment or region or introduce a new product or service. You want to always validate your value proposition before investing in full-scale sales and marketing campaigns. Your success with the previous offer or audience does not guarantee success with the new one.
The only reliable way to ascertain the demand is to test your Ideal Customer Profile (ICP) / Offer hypotheses and measure the outcomes. If the outcomes are unsatisfactory, tweak the ICP/Offer pair and repeat the process. It may take time and a few iterations until you find a solid fit, yet it is still much smarter and cheaper than running full speed in the wrong direction.
RPA Master offers companies a cost-efficient way to prove their sales offers and scale outbound demand generation.
Why RPA Master?
With minimal effort, you may test new sales offers in just a few weeks and explore new regions or market segments.
- Leverage our deep industry knowledge and years of marketing experience to help you identify specific target audiences and create unique value propositions based on your expertise.
- Focus your salespeople on engaging prospects and closing deals, not lead sourcing or prospecting. By implementing a proven framework for cold outreach campaigns, we save your team time and effort in setting up infrastructure, assembling and cleaning the lists of the target contacts, and managing the initial communications.
- Scale up your outbound campaigns seamlessly. When there is a fit, we quickly add more channels and expand the outreach to similar audiences while optimizing conversion.
How does it work?
The standard project requires at least 3 months and validates at least 3 ICP/Offer hypotheses.
Here’s the typical plan of activities:
Step 1: Prepare the initial ICP/offer hypotheses
This step usually takes about a week, and the goal is to identify a meaningful audience and a solid offer. The baseline criteria are:
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- The audience needs to include at least 10,000 potential contacts and needs to be capable of taking the target action.
- The offer needs to provide tangible benefits that you can prove with examples. For automation projects, that usually means demonstrating 5-10x cost savings.
The plan for this step is:
- Our team delves into your product or service and understands its positioning and competitive advantages.
- You share your ICP (ideal customer profiles) proven by your current customer wins.
- We work together to brainstorm at least 3 ideas for ICP/Offer pairs for the initial campaign.
- Our team uses various sources such as LinkedIn, online databases, industry events, and trade shows to find and verify contact data for 1000-1200 ICP per month.
Step 2. Technical setup
This step takes about 2 weeks to prepare infrastructure for effective and safe outreach activities. It includes:
- Purchasing and configuring website domains,
- Setting up the email domain
- Domain warm-up to avoid getting flagged as SPAM
Step 3. Reach out
We target 1000-1200 ICP contacts with value-focused outbound campaigns using email and/or LinkedIn. Your team will receive all the responses and can follow up with them to schedule meetings.
- 100% personalized message sequences
- Real-time reports in Google Sheets that could be integrated with your CRM
- Biweekly review meetings with the customer
Price and deliverables
The program costs $2800/month with a minimum of 3 months.
This includes:
- Kick-off meeting, when we discuss your product, ICP, and offers
- Technical setup
- Cold outreach campaign preparation, launch, and running for 1000-1200 target contacts monthly.
- Real-time reporting in Google Sheets with CRM integration if needed.
- One campaign review meeting every two weeks.
What results to expect?
The primary guaranteed result is a validation of the ICP/offer hypothesis.
Sometimes, the initial outreach may generate close to zero responses, which means that the offer doesn’t resonate with the target buyer, and it may take a few iterations to find a match. However, after three months, it becomes clear what needs to be improved in the offer to make it work.
Our experience helps us quickly identify failing offers, shorten the cycle, and find a winning combination faster. In other cases, we develop a strong match after the initial analysis; then, the campaign becomes an instant hit.
Here is a case study of the software company DISPL (displ.com)
Background
DISPL is a global digital signage software vendor from Cyprus.
Their buyers are companies that utilize monitors to display content for their business operations. For instance, fast-food restaurants display menus and special offers on screens, retail chains showcase promotions and deals, airports — schedules and navigation, hotels, business centers, shopping malls, etc.
By the beginning of the project, they had already closed their first international sales.
Goal
Grow international sales.
Sales strategy
In the beginning, the company aimed to sell the solution to end-users. However, while exploring market niches and testing sales hypotheses, we jointly analyzed current deals in various regions and the methods used to acquire initial customers. Our research highlighted that many deals involved solution providers and integrators who supplied displays and hardware media players to end-users.
We concluded that partners, solution providers, and integrators were the primary target audience for our initial outreach.
The deal analysis also revealed that the company had a relatively strong presence in a specific region. Successful partnerships with local entities have played a significant role in conducting business. Therefore, we decided to prioritize this region.
These two findings helped us to choose the campaign’s initial focus.
Results of the first 14 days of the campaign
- Partners contacted – 244
- Replies received – 24 (10%)
- Potential partners showed interest – 12 (5%)
- Meetings booked (3.7% from the initial list)
The outreach campaign was so successful that we had to pause it after two weeks to give the customer’s team time to catch up and process the leads.
Next steps
We are still working with DISPL on scaling the outreach for the proven ICP/Offer pair. We are also testing new hypotheses, such as direct sales, and adding new regions.
