Exploring new markets in the Netherlands for ‘Urbandine’ an IT Solution startup and bringing them more than 100 clients within 3 months

Great concept hidden in the shadows

Urbandine is an IT solution startup in the Netherlands and is a leading provider of hospitality IT solutions. The concept they have developed is an intelligent mobile ordering and payment platform that allows customers to order and pay directly through their smartphones.

The client’s need was to find new developing markets to provide their services and find leads of decision-makers who would be interested in our client’s services. Urbandine had already conducted market research and they wanted to check their marketing hypothesis with a lead generation campaign and investigate new markets.

They picked CADD to bring it to light

The reason for Urbandine to choose CADD for their lead generation need is our ability to generate specific and filtered leads with many layers to the criteria. Our team consists of a large pool of researchers and our workforce gives us the power to do in-depth lead generation and manually gather very specific leads as opposed to using AI systems that cannot do so.

Our team is also equipped to conduct market research to best understand the criteria needed to acquire qualified leads.

We did what we do best; we got to work.

Urbandine had already conducted preliminary market research. We used their hypothesis and target audience as the basis for our campaign. To make the lead generation process more effective, we offered to support the campaign by executing further research on the hospitality sector in the Netherlands to understand the best platforms to find leads.

For this lead generation campaign, the goal set by Urbandine was to find decision-makers who would be interested in their services. Urbandine would then schedule calls and launch the sales process to acquire clients.

CADD team understood that in order to achieve this goal we needed to:

• Decide on criteria for the target audience with our client
• Form campaign expectations
• Create custom message scripts and follow-up messages

We conducted an interview with Urbandine to best understand their expertise, experience in hospitality app development and expectations of the campaign. It was a challenge to form expectations as Urbandine had never done a cold lead generation before. Therefore, we agreed on the number of contacts we would process and set an average expected conversion rate.

Further, we also discussed the target audience of our campaign and set broader criteria which would work better for the client’s specific needs based on the market research conducted by CADD:

• Owners, CEOs, CMOs, and Head of Marketing of restaurants, who could be interested in purchasing an intelligent mobile ordering and payment platform for their customers.
• Restaurants that have a minimum of 50 tables. (Busy restaurants)

CADD market research concluded that the best cities to generate leads were Amsterdam, Rotterdam, the Hague, Utrecht, Eindhoven, Tilburg, Groningen, Almere Stad, Breda, Nijmegen, Enschede and Haarlem as these cities have the busiest restaurants which would have the need of the service the client is providing. It further observed that most restaurants in the hospitality sector in the Netherlands have an online presence on LinkedIn, Facebook, Twitter and hospitality related websites.

Once the criteria were set, our lead generation team got to work. We created a lead management sheet where the Urbandine CEO and sales manager can access qualified leads. This lead generation campaign was planned to run for three months. LinkedIn, Facebook and Twitter were picked as primary platforms of choice for this campaign and the tools used to gather data were PIPL, Hunter, Rocketreach and Lusha.

The biggest challenges in the campaign were finding the busiest restaurants and understanding the size of the restaurants. Our team took on the challenge by digging deep into restaurant reviews online and finding out which restaurants needed better service when it comes to customers placing their orders. In order to figure out the size of the restaurant, we realised that there was a correlation between the number of employees and the size of the restaurant. This approach proved to be successful in fulfilling the criteria.

Three weeks into the campaign, we analysed the intermediate results and realised the campaign needed more segmentation, as there are many types of restaurants each with its own requirements and challenges. Therefore, in order to get more accurate leads, we narrowed the restaurant type to fast-food restaurants and restaurants with a huge number of food verities on the menu.

CADD did its Magic!

We ran the campaign across three months and in total generated 4000 leads of which 2500 were qualified leads. Urbandine’s sales team was able to get in touch with the final decision maker of the qualified leads and convert close to 105 leads to parties interested in their service who wanted to continue communications to strike a deal to acquire Urbandine’s services.

Need to seek new avenues and enter into unexplored markets? Check out our capabilities.

CADD is armed with the perfect combination of creativity, expertise and knowledge, we are able to accurately pinpoint where you need help the most, and create a high-performance, results-driven environment that will result in guaranteed success.