Role:
Business Development Representative
Duration:
4 Months
Introduction to the Project:
At Creyos, I was responsible for leveraging data and analytics to optimize our lead generation funnels, focusing on enhancing conversion rates and driving measurable business growth for our B2B SaaS product
Organizational Problem:
Pipeline growth was experiencing significant stagnation due to inefficient lead generation in a highly competitive medical technology market. Immediately reducing cost per qualified lead through lead optimization was paramount in order to drive net new ARR as a SaaS product.
This challenge was compounded by several critical headwinds:
- The industry leader in diagnostic cognitive assessment software (Qbtech) offered a cheaper, monthly subscription model, intensifying competitive pressure.
- Creyos’ software lacked FDA approval.
- Recent regulatory changes from the U.S. National Institutes of Health (NIH) rendered key software features less relevant, further complicating market positioning.
- Limited Account Executive headcount necessitated an even higher bar for lead qualification
Goal:
Exceed quota attainment in a manner that increases net new ARR, through high value leads. In the process of this, reducing CPL by approximately 10-20%.
Strategy & Approach:
My strategy focused on building more efficient and targeted lead generation methods than what was previously implemented with a three pronged approach
- Geographic Prioritization: With the understanding of the U.S healthcare system’s fragmantation, I targeted the states with the highest concentration of mental health clinics to maximize outreach relevance.
- Proactive Database Enrichment: Systematically I identified net-new, relevant clinics not present in the CRM, ensuring a continually expanding pool of potentially high-value leads.
- High-Volume Personalized Outreach: Implemented a tailored email campaign strategy, consistently delivering 75-130 customized emails weekly, designed to resonate with clinic-specific pain points and increase engagements. This channel was leveraged due to its demonstrated high conversion rate from meetings to sales, outperforming any other sales channel.
Actions & Execution:
To execute this strategy and optimize our outbound efforts, I took a systematic, data-driven approach:
- Internal Knowledge Synthesis: Spoke with top-performing BDRs to identify common pitfalls and uncover effective selling points that resonated with prospects via email. Making sure to do this as early as possible as repeat errors across the team burn organizational resources.
- Customer Insights & ICP Refinement: Leveraged internal Salesforce and Outreach.io data to continuously refine an Ideal Customer Profile (ICP) and understand which messaging and value propositions elicited the strongest positive responses (signal in the noise).
- Continuous Email Optimization:
- A/B Testing: Implemented rigorous A/B testing on email subject lines and body copy, closely monitoring weekly open and response rates.
- Performance-Based Adaptation: Actively identified and integrated successful subject lines and content from top-performing campaigns across the broader team.
- Dynamic Follow-Up Sequencing: Tailored follow-up cadences based on real-time prospect activity (e.g., email opens, clicks), ensuring timely and relevant engagement.
- Metric-Driven Improvement: Consistently tracked key email metrics, particularly weekly email open rates, and iteratively adjusted strategies to continuously increase engagement and conversion
Results & Impact:
Quota Outperformance: I exceeded my Q1 quota by 20%, achieving 120% attainment for the quarter.
High-Value Pipeline Generation: I successfully secured and advanced $30,000 worth of high-value sales opportunities to the negotiation phase, directly demonstrating effective lead qualification and accelerated pipeline progression.
Optimized Cost Efficiency: I reduced my individual Cost Per Qualified Lead (CPL) by approximately 17% relative to the average BDR on the team, highlighting superior efficiency in acquiring valuable leads.
Learnings & Next Steps:
Creyos solidified my understanding of the direct link between data-driven growth strategies and tangible business outcomes. A key learning was the power of systematically implementing both qualitative and quantitative data to reverse-engineer sales goals, allowing for precise targeting and optimization throughout the funnel.
My next steps would involve deeply exploring and implementing tactics for driving more high-value conversations with prospects, focusing not just on lead generation volume, but on the depth of engagement and ultimate conversion potential from the very first interaction.”
