How CIENCE Generates Leads and Outbound Sales For Texas Research International

Key takeaways

Texas Research International partnered with CIENCE from February to June 2020 for a dual-ICP outbound SDR campaign targeting mid-market finance and accounting decision-makers. CIENCE consistently delivered 2 to 3 qualified appointments per week, with all meetings attended by prequalified prospects. By campaign's end, TRI had 4 open sales opportunities in the pipeline, earning praise from CFO Laura Collins as the most professional organization she had ever worked with.

Client spotlight

"This is probably the most professional organization I have ever worked with from start to finish."

Laura Collins Chief Financial Officer

About Texas Research International

TRI began as a small research and development company. Since its founding, TRI has grown to 13 different employee-owned small businesses, employing over 120 scientists, research and support personnel around the world. Many of the TRI companies perform applied research, product development and testing in a wide variety of physical and organic sciences, while others focus on education, communication and relative technologies.

TRI companies have vast experience with contracted research and development projects for government agencies, including the Department of Defense and the National Transportation Product Evaluation Program. They also work closely with a broad range of private sector clients. Texas Research International supports each of its small companies by providing access to corporate-level services.

Challenges & Scope

Challenge: TRI provides real-time cloud-based financial management solutions through Calumo and Acumatica ERP. They provide technology solutions, analytical dashboards, customized reporting, and beneficial resources for all technology stacks with capabilities to drive a growing business.

ICP: WIth a split campaign, Texas Research International had two separate ICPs for two different lines of business. The first ICP targeted finance and accounting decision-makers of mid-market companies. The second sought Heads of Finance, as well as IT divisions, of slightly smaller mid-market organizations.

Product: TRI simplifies the business world in the most efficient ways by helping small to midsize businesses save time and money, and expedites growth by providing access to real-time, cloud-based financial management solutions through Calumo and Acumatica ERPs. They provide technology solutions, analytical dashboards, customized reporting, and beneficial resources for all technology stacks with capabilities to drive a growing business.

Solution: CIENCE Technologies orchestrated an outbound campaign, conducting precise research, personalized outreach, and carefully crafted copy to drive qualified leads into the Texas Research International sales pipeline. The outbound sales team consisted of an account manager, project manager, campaign strategist, researcher, and sales development representative.

One campaign, two ICPs

TRI ran two lines of business at once. CIENCE split the campaign into two ICPs: finance and accounting leaders at mid-market companies, and Heads of Finance and IT at smaller mid-market firms. One motion, two audiences, kept apart.

Why CIENCE

By way of referral, CIENCE was introduced to Texas Research International from a similar marketing organization. Between the months of February and June 2020, TRI recruited the firm to create, craft, and deliver an outbound sales campaign.

"I employed CIENCE to provide an SDR Team to drive qualified leads interested in our solutions to our Sales Team"

Laura Collins, Chief Financial Officer, Texas Research International

The team behind the work

CIENCE stood up a five-person outbound team as an extension of TRI's sales org: an account manager, a project manager, a campaign strategist, a researcher, and an SDR. Each role fed the next, ending in booked meetings.

Results

The CIENCE team took a (proven) scientific approach in creating messaging for an outbound sales campaign, identifying the target market, writing the messaging sequence, and, ultimately, serving as an extension of their sales team to drive qualified leads to TRI's sales team.

Deadline-driven, CIENCE turned over two to three qualified appointments per week, all while maintaining a smooth workflow marked by responsive and transparent communication. All of the appointments were attended by prequalified, interested parties.

"I have been completely impressed with them every step of the way," Collins said. "I currently have four open opportunities that may turn into sales in the coming weeks."

2 to 3 a week

Across a deadline-driven campaign from February to June 2020, CIENCE turned over two to three qualified appointments every week, and every one was attended by a prequalified, interested prospect.

Into the pipeline

The steady cadence of booked meetings compounded. By the end of the engagement, TRI held four open sales opportunities in the pipeline, live deals that could convert in the weeks that followed.

Frequently Asked Questions

How many appointments did Texas Research International get with CIENCE?

CIENCE delivered 2 to 3 qualified appointments per week for Texas Research International throughout their campaign from February to June 2020. All appointments were attended by prequalified, interested prospects, and the engagement resulted in 4 open sales opportunities by the end of the campaign.

What challenge did Texas Research International bring to CIENCE?

TRI needed to generate qualified leads for two separate lines of business simultaneously. Their split campaign targeted finance and accounting decision-makers at mid-market companies for one product, and Heads of Finance and IT divisions at slightly smaller mid-market organizations for another, requiring a precise dual-ICP outbound strategy.

What services did CIENCE provide to Texas Research International?

CIENCE assembled a dedicated outbound sales team including an account manager, project manager, campaign strategist, researcher, and SDR. The team handled target market identification, personalized messaging sequence creation, and outreach execution, serving as a smooth extension of TRI's internal sales team.

What results did Texas Research International achieve with CIENCE?

TRI achieved a consistent pipeline of 2 to 3 qualified appointments per week with a deadline-driven, responsive CIENCE team. CFO Laura Collins reported four open opportunities that could convert to sales, and credited the team's high caliber, transparent communication, and professionalism throughout the entire engagement.

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