Case Study

JJELLYFISH helped us step up and build a playbook for approaching and winning enterprise customers. Winning meetings is hard with Commercials GCs. We really appreciate you persisting and finding velocity with a multi-channel approach. Some really actionable GTM learnings came out of this for both our outbound strategy and buyer profiles across both GC’s and MEPs.

Roger is an email productivity platform built to help construction managers prioritize, track, organize and search projects faster. The solution reduces project fires, enables teams to spend more time on high value work, and creates actionable data around project performance.

After a local roll out in the Salt Lake Region in May 2023, Roger wanted to accelerate their Go To Market motion beyond field user testing and secure prospective economic buyers: core back office, operation functions at Commercial General Contractors and MEPS (mechanical, electric, plumbing). To increase the odds of success, Roger partnered with JJELLYFISH to run Customer Discovery, testing key assumptions about the problems the desired cohort experiences, beyond the Salt Lake region. Learnings from the engagement would be applied to Roger’s Go-To-Market motion in other regional locations within the US.

Early in the outbound motion, Commercial General Contractors and MEPS (mechanical, electric, plumbing) were under-performing in key metrics across both reply and interested rates. JJ adjusted the prospecting strategy to include cold outbound phone calls and leveraged LinkedIn as an additional touch-point for prospects. Covering more than 10 total touch points per prospect, this multi-channel approach proved more effective than email alone in generating meetings for both Sub-Contractors and General Contractors. The learnings from outbound experiments led to the development of a data-backed, multi-channel playbook which increases the odds of success when generating meetings with Commercial General Contractors post-engagement.

During conversations with 16 prospective customers, Roger validated several market assumptions through an empirical/evidence based discovery process. Roger sought to learn if the ICP experienced challenges with poor project coordination, ineffective SOPs impacting operational needs and/or challenges with project visibility. While the central problem owner varied, consistent patterns emerged in relation to these assumptions across company sizes and specialization. During the course of our Discovery Calls, additional unmet needs that Roger is uniquely positioned to solve were also surfaced related to (i) procurement and  (ii) training/turnover SOPs. These bonus unmet needs, as well as 5 additional buyer themes uncovered during the Customer Discovery process led to the creation of a GTM sales playbook based on validated market data that Roger is currently executing.

Beyond the scope of our engagement, JJ facilitated 8 demos (50% conversion rate), with 2  converting into paying Roger customers. Along the way, the JJELLYFISH team provided product demo feedback as well as coaching on sales assets and conversational framework for future applicable meetings from both delivery and the executive team.

• 10% Interested Rate via Cold Calls

• 2 New Customers Acquired from target market

• 8% Interested Rate via LinkedIn