Challenge
Kadans operated in a niche market and needed a smarter approach to reach new customers and streamline their commercial processes. It was essential to develop a strategy that would target the right companies and facilitate relationship-building.
The Role of the Revenue Operations Manager
A crucial factor in this process was the mindset of Kadans’ Revenue Operations Manager. With a clear vision of how commercial processes could be made smarter and more consistent, he guided decision-making and ensured that the collaboration would truly make an impact.
Approach
Saleslift Studio worked closely with him to develop a go-to-market strategy and brought it to life using Clay, Lemlist, and Microsoft Dynamics. We assembled a dedicated team of four experts:
- a GTM strategist
- a Clay specialist
- two GTM engineers
Together, they are responsible for GTM activities in the Netherlands, the United Kingdom, and Spain.
What we implemented:
Personalized Outbound Campaigns
Target audiences are carefully segmented and approached based on CRM data and previous interactions, such as ongoing contracts, partnerships with competitors, feature requests, or organizational changes. This ensures outreach that never feels generic, but immediately relevant.
Event Campaigns
For events, we don’t just consider basic information; we also look at the type of life sciences company and its stage. This allows us to invite the right prospects to events tailored to their sub-sector, with speakers and topics that are genuinely relevant.
Inbound Follow-up
We work closely with the marketing team, staying fully aligned on paid ad campaigns and the lead journey. This enables us to respond to leads in context, making follow-ups personal and effective.
Nurture Campaigns
Not every lead is ready for immediate contact. That’s why we use different nurturing paths—for example, over 6, 12, or 18 months. This approach allows us to engage leads at the right time and continue providing value until they are ready.
Lead Info & Data Enrichment
We actively track signals and enrich company profiles: analyzing businesses, adding missing contacts, and building context. Instead of immediately aiming for a new business meeting, we use creative content and event invitations as low-barrier ways to provide value and deepen relationships.
Data & Technology
To build lead and account lists, we use CRM data from Dynamics, supplemented with insights from Pitchbook and Clay. Within Clay, we enrich and update data, which is then automatically synced with Dynamics. Campaigns are executed in Lemlist, integrating email, LinkedIn, and phone, with all interactions recorded directly in the CRM. Campaigns are linked, sales statuses updated, and additional insights added to profiles.
Result
Thanks to this approach—and especially the vision and guidance of the Revenue Operations Manager—campaigns are now running in multiple countries that:
- are hyper-relevant and content-rich
- combine creative, personalized communication with hard data
- enable Kadans to engage prospects at a high level within a highly specialized target audience
The outcome: a continuous flow of valuable leads that benefits both Kadans and their partners.
