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 make it easier to build relationships.
The role of the Revenue Operations Manager
A crucial factor in this journey was the mindset of Kadans’s Revenue Operations Manager. With a clear vision of how commercial processes could be made smarter and more consistent, he guided the decisions and made sure the partnership had real impact.
Approach
Saleslift Studio developed a go-to-market strategy together with him and brought it to life with Clay, Lemlist, and Microsoft Dynamics. We put together a dedicated team of four experts:
- a GTM strategist
- a Clay specialist
- two GTM engineers
Together, they’re responsible for GTM activities in the Netherlands, the United Kingdom, and Spain.
What we set up:
Personalized outbound campaigns
Target audiences are carefully segmented and approached based on data points from the CRM and previous conversations. Think of ongoing contracts, partnerships with competitors, feature requests, or organizational changes. This results in outreach that never feels generic, but is immediately relevant.
Event campaigns
For events, we look not only at basic data but also at the type of life sciences company and the stage it’s in. This allows us to invite the right prospects to events that match their sub-sector, with speakers and topics that are genuinely relevant.
Inbound follow-up
Here we work closely with the marketing team. We’re fully aware of the paid ad campaigns and the flow a lead has already gone through. This lets us respond much better to the lead’s context and make follow-up personal and effective.
Nurture campaigns
Not every lead is immediately ready for contact. That’s why we use different nurturing routes — for example, over a period of 6, 12, or 18 months. This lets us apply the right timing and keep adding value until the moment is right.
Leadinfo & data enrichment
We actively track signals and enrich company profiles: analyzing companies, adding missing contacts, and building context. Rather than aiming straight for a new business meeting, we use creative content and event invitations as a low-threshold way to add value and deepen the relationship.
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 the data, after which everything is automatically synced with Dynamics. The campaigns themselves run in Lemlist, integrating email, LinkedIn, and phone. All interactions are logged directly in the CRM — assigned to the right campaigns, sales status updated, and extra insights added to the profile.
Result
Thanks to this approach — and especially thanks to the vision and direction of the Revenue Operations Manager — campaigns are now running in multiple countries that are hyper-relevant and strong in content, combine creative and personal communication with hard data, and allow Kadans to engage prospects at the right level within a highly specialized target audience.
The result: a continuous stream of valuable leads that both Kadans and their partners are happy with.
