e2 Communications
Case Study

Grew the UK branch to 65% of global revenue contributing to an early exit

Background

e2 Communications was an early entrant in the email marketing SaaS business, pre-dating tools like Mailchimp.

We started working with them after a supplier selection process at another agency showed us that there was an opportunity to differentiate in this market.

What We Delivered

The "5 Moves" Methodology, applied to e2 Communications:

More Value

Our first step was to add to the customer success team with more senior marketing consultants with direct response experience. This meant that we were "talking the customer's language" when presenting new solutions, and started to close much bigger deals in media in particular.

More Margin

Our first step was to add to the customer success team with more senior marketing consultants with direct response experience. This meant that we were "talking the customer's language" when presenting new solutions, and started to close much bigger deals in media in particular.

More Frequent

The professional services teams ensured that follow-up campaigns were put in place on every lead generation programme. This had the effect of using up email quotas at well above the initial rate.

These were some of the best performing campaigns so customers were delighted.

More Predictable

Where e2 had previously sold emails in blocks, to reduce the buyer's risk with fixed contracts, we were now able to show customers the long term benefits of the programme and get them to buy into longer contract terms in return for higher service levels.

One large magazine client ended up with a full-time member of our team in their office to support the campaigns.

More Channels

We quickly became the most trusted supplier in the UK for email marketing and we moved from paying for presence at events to hosting briefing breakfasts, and then eventually events that were profitable in their own right.

When your cost of acquisition is negative, a LOT of opportunities open up!

The Results

The rapid growth of UK sales eventually overtook the US and showed the highly scalable nature of the business. In under 2 years, the business was acquired by Bluestreak - a global player in ad serving who wanted to capitalize on our dominance in the media industry.

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