How Edgemesh Optimized Messaging and Grew Revenue 15% in One Quarter

About the Client

Edgemesh's advanced ecommerce optimization solution makes sites run 2-10X faster for better shopper experience and improved business results. Used by some of the leading ecommerce brands, their solution drives improved ad conversions, reduced ad fraud and better search engine results.

Industry:
Ecommerce Tech
Year Founded:
2016
Location:
Laguna Beach, CA
“In a time when we’re facing strong economic headwinds and it’s difficult to grow revenue in the mid-market, we’ve grown substantially.”

Jake Loveless

CEO

The Challenge

Telling the Edgemesh story and spreading the word to prospective customers

Edgemesh had a highly effective e-commerce product unlike any other solution on the market. But the sales process had always been a challenge.

CEO Jacob Loveless described targeting the mid-market as “slow, arduous, and painful work” that involved buying lists of websites and searching for email addresses. 

And communicating the benefits of a technically complicated product in an uncomplicated way — both on the Edgemesh website and during sales calls — didn’t come easy. 

As a result, it took Edgemesh several years to develop a solid customer base that loved the product and enthusiastically spread the word. But the company’s growth rate was essentially limited by how fast their customers made referrals. 

That’s when Jacob tried investing significant resources with an advertising agency. “But without the right story,” he says, “it didn’t matter how loud we were screaming.” 

With their biggest selling season — the months leading up to Black Friday — only 4 months away, Edgemesh needed to find the right marketing partner quickly.

Figuring out how to craft the story of a piece of technology that is materially different than anything on the market so that you can help sales move a customer through the funnel has always been a very big challenge.
Solution

A messaging-first approach to fill the top of the sales funnel 

From the first conversation with Thaynes, Jacob was impressed with their strategic approach. Thaynes asked all the right questions and took the time to understand the product, the customer, and the market in order to better communicate the company’s value. Jacob especially appreciated that working with the team felt more like a partnership than a transaction.

Brand & messaging refresh 

Thaynes kicked off the engagement by optimizing Edgemesh’s positioning to clearly convey the benefits of the product. The new messaging was simple and easy to understand but just technical enough to weed out the wrong customers. The team created a brand guide to build trust with stronger visual consistency and then updated the Edgemesh website with content and design. 

Update tech stack 

Since Edgemesh had been using a sales platform that lacked marketing automation, Thaynes implemented HubSpot as their new marketing and sales hub. After creating all of the processes, including lead flows, automations, and sales sequences, Thaynes trained the Edgemesh team on how to use the systems. 

Increase brand visibility and generate demand

Next, Thaynes created campaign strategies for email, Google Ads, and LinkedIn ads to fill the top of the funnel and deliver more leads to the Edgemesh sales team. That included creating valuable content to use in sales sequences, from case studies and ePapers to webinars. 

Since customer referrals had been a large part of Edgemesh’s growth, the case studies were a powerful way to make that story public and reach prospects on a larger scale.

Edgemesh also took advantage of Thaynes’ in-house SDR resource who reached out to direct accounts, built a list, and sent cold emails with targeted messaging.

Thaynes crafted messaging that encompassed all the customer pain and the solution in a sound bite. And they were nimble in figuring out how to solve our top of funnel problem. Between their campaigns and SDR resource, they turbocharged the sales process.
Results

15% revenue growth and 11% average revenue per user growth in one quarter

Since working with Thaynes, Edgemesh has seen improvements across the board. 

The LinkedIn message ads achieved a clickthrough rate of 55%, while one webinar surpassed awareness and engagement goals by 7-30%. And support from the in-house SDR resulted in 14 discovery meetings booked in 5 weeks and 1 deal closed in the first 30 days.

Edgemesh has also had a significant increase in marketing qualified leads. 90% of sales calls used to begin with customers asking “what do you do?” Thanks to clearer messaging, prospects understand why they’re having the conversation.

That awareness had made it easier for the sales team to close deals. And with the added volume coming in, Edgemesh was able to grow revenue 15% in just 3 months. The average revenue per user — an especially important metric for Edgemesh — also went up 11%. 

During a time when it’s difficult to grow revenue in the mid-market due to economic challenges, Jacob is thrilled with the results. Edgemesh now has the foundations to scale the company, grow their user base, and ultimately help more businesses run successful ecommerce stores.

Working with Thaynes has allowed us to continue to run the company the way we want, with the customers that we want to work with and scale to a level that we couldn't before.
“In a time when we’re facing strong economic headwinds and it’s difficult to grow revenue in the mid-market, we’ve grown substantially.”

Jake Loveless

CEO

Figuring out how to craft the story of a piece of technology that is materially different than anything on the market so that you can help sales move a customer through the funnel has always been a very big challenge.
Thaynes crafted messaging that encompassed all the customer pain and the solution in a sound bite. And they were nimble in figuring out how to solve our top of funnel problem. Between their campaigns and SDR resource, they turbocharged the sales process.
Working with Thaynes has allowed us to continue to run the company the way we want, with the customers that we want to work with and scale to a level that we couldn't before.

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