Rekindle Global · Customer Discovery Case Study 19 meetings (127% to goal).
- Industry
- HR Tech
- Engagement
- Customer Discovery
Rekindle is a professional development program for women employees, designed on the principles of behavioral science. The program gives women tools to succeed by developing relevant skills to navigate their work environment, allowing them to feel more engaged at work and more empowered to grow within their organization.
The Challenge
Rekindle had early traction through existing connections across a wide variety of HR titles, but had not yet established a repeatable outbound sales motion.
In order to grow their U.S. market, Rekindle wanted to narrow down the HR titles for outreach and know if there was a B2B enterprise market within the US to build a GTM strategy around.
The Solution
The JJELLYFISH team partnered with Rekindle for 3 months to test Ideal Customer Profile (ICP), core value propositions and a cold, outbound sales motion. In that short time, the JJELLYFISH team was able to:
Successfully execute an outbound sales motion leading to an avg. of 5 interested contacts per week
Determine the best messaging to engage senior level HR leaders at enterprise organizations after A/B testing 5 different messaging iterations
Identify and prove the highest fit ICP, problem owner and decision maker. This gave clarity to the strongest entry point to sell into which was DEI leaders.
Map out the competitive landscape in the US to position Rekindle as a turn key solution that solves the gender gap in senior leadership roles
Confirm market readiness for women’s leadership development programs based on the unique value propositions tested
The Results
The JJELLYFISH team was able to generate 19 meetings with senior HR leaders with varying titles in enterprise organizations. The outbound data gathered throughout the engagement and feedback from discovery conversations validated our hypothesis that U.S. enterprise organizations have budget and executive level buy-in for women’s leadership development programs. Rekindle now has a strategy to approach the ICP and execute a repeatable, outbound sales process. Beyond ICP validation, Rekindle was able to identify the highest priority problems in the market that Rekindle solves today re: identifying women’s unique challenges, mapping soft skills to those challenges and closing the gender parity gap in leadership. Through discovery conversations, we also uncovered that 100% of prospects had 2+ women initiatives already implemented. These learnings give Rekindle a realistic sense of the competitors in the women’s initiative space and now know the importance of positioning and messaging to gain traction in the U.S.
Neeta Murthy, Founder & CEOThank you guys. I learned a lot in terms of how to reach out cold, emailing clients, how to get their attention, and how to speak with them. I was reading at the same time as I was seeing you in action and that consolidated the learning for me really well, I absolutely got a lot from this so thank you, all of you.
