Customer Discovery · Case Study
8x outbound improvement for a low-code platform.
- Industry
- Developer Tools
- Funding Stage
- Series A
- Engagement
- Customer Discovery
Prior to working with JJELLYFISH, the ToolJet team relied on a PLG (product led growth) motion to engage customers with their freemium option. They wanted to transition their customer base to enterprise, paying customers, and knew they had to engage with the correct Customer Profile using relevant attraction messaging. Upon launching an initial outbound sales motion that engaged over 1,000 contacts, the ToolJet team was disappointed with the results, yielding few replies and no meetings.
ToolJet continues to operate as an open-source Retool alternative backed by Microsoft's M12 Fund and GitHub, having previously raised $4.6M (pre-Series A) and $6.1M from Nexus Venture Partners, with close to 20,000 GitHub stars and adoption across Fortune 500 companies, scale-ups, and startups.
The Challenge
Prior to working with JJELLYFISH, ToolJet relied on a product-led growth motion with a freemium option. They wanted to transition their customer base to enterprise, paying customers but needed to engage the correct customer profile with relevant messaging. After launching initial outbound sales to over 1,000 contacts, they received few replies and no meetings, prompting them to seek expert guidance.
The Solution
ToolJet partnered with JJELLYFISH to identify their Ideal Customer Profile, develop a repeatable outbound sales process, and uncover relevant value propositions for the North American market. After testing 10 messaging variations and conducting 17 discovery interviews, they identified 4 ICP segments most likely to take meetings from cold outreach. They discovered that each ICP segment required unique value propositions and messaging rather than a one-size-fits-all approach.
The Results
The partnership delivered 8X improvement in outbound results, 17 introduction discovery calls with prospective buyers, and a 50% advancement rate from second to third calls. ToolJet gained actionable insights and stronger positioning to sell their platform in the US/North American market.
Navaneeth Pk, CEO & FounderOur ICP was really broad and we didn't know how much effort and testing it was going to take to focus it until working with you all.
