Apizee automates lead identification for continuous growth

After being acquired by a subsidiary of Bouygues Telecom, Apizee turned to Blacksales to maintain a high growth rate and automate prospecting, so that they could concentrate on closing.

A summary of the collaboration between Apizee and Blacksales, as part of the commercial development of Apizee.

Find out how Blacksales supports Apizee

The Issue :

Following their acquisition, the Apizee teams decided to set the bar very high. The objective at the beginning of 2020 was to generate €40K of MRR in a market that has become more competitive and where competitors are increasingly aggressive.

The Proposal :

Blacksales has identified a strong potential in the segmentation by industries and the distribution of the sectors delimited by sales representatives. The objective is to avoid salespeople stepping on each other's toes and thus be more efficient in their sales.

The Results :

The ROI was clear from the very first months of collaboration. After one year of collaboration, the potential turnover generated represents more than 15x the budget invested and this thanks to a sales team focused on sales and no longer on prospecting.

The context

Apizee is a SaaS platform that enables the deployment of real-time customer engagement, remote visual assistance and expertise, telemedicine, enterprise collaboration and video conferencing services. Based on a disruptive technology that allows video exchanges over the Internet without downloads or plug-ins.

In 2020, Keyyo, a wholly-owned subsidiary of Bouygues Telecom Entreprises, specialising in solutions for SMEs and VSEs, announced that it had finalised the acquisition of the majority of the capital of the company Apizee.

The new investor quickly expressed his desire to develop the company's growth with the objective of reaching €40K in MRR(Monthly Recuring Revenue)

In a market that has become more competitive and where competitors are aggressive, the COVID-19 crisis has not facilitated this commercial development. This has led the company to explore innovative solutions.

The Issues

Faced with this need to become a major player in a very competitive market, the Apizee teams have identified numerous areas for improvement and challenges.

First, the question of commercial development in the United States arose. The challenge was to confirm or deny the potential of this market, among other opportunities, while avoiding the loss of focus on Apizee's large markets (notably France).

In challenging their product marketing strategy, Apizee found that most of their customers had fairly simple and clearly identified needs. The challenge was to replicate the segmentation of customer needs on their prospects.

Faced with these challenges, the question of the time available to the sales team very quickly became key. Indeed, the organisation of the teams and the structure of the processes, in particular the CRM, did not allow them the necessary agility to achieve their objectives quickly enough, without sacrificing tasks that had proved their worth.


The Response

Blacksales, by offering to feed the team with new leads, quickly enabled Apizee to take on the new paradigm of the sales team focusing on conversion rather than prospecting.

With their experience in prospecting, Blacksales first exposed the risks of setting up in a difficult to access market like the United States.

They played their advisory role by highlighting more accessible markets such as European countries, while offering to test highly targeted campaigns in the US to better understand the needs of American consumers.

Blacksales also advocated the implementation of a segmentation by industry and a division of geographies between the sales representatives made it possible to delimit the prospecting sector by sector. A structured approach that avoids salespeople fighting and stepping on each other's toes.

Finally, several elements were proposed to improve the productivity of the sales team. The first was the hiring of an SDR(Sales Development Representative) in charge of qualifying the many incoming leads as accurately as possible.

Results Achieved

A first prospecting campaign was launched in less than a month and the first contracts fell very quickly. This demonstrates the great efficiency of Blacksales prospecting.

In addition, Apizee has managed to approach some companies that they had not been able to approach for many years, thanks to the finer segmentation and clarification of the sales pitch, focused on the specific needs of each persona.

Not only that, the Blacksales campaigns brought in 35 leads in the middle of the COVID crisis. Obviously correlated with a significant increase in demand for remote collaboration topics over the same period.

A considerable time saving with the prospecting part taken care of by Blacksales which allows the Apizee sales team to focus on signing deals and thus achieve its ambitious ARR objectives.

Just one year later, the Blacksales model has brought in nearly 160 leads for over €300k in potential sales!


Timeline of the collaboration

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