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.
Jake Loveless
CEO
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.
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.
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.
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.
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.
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.
Jake Loveless
CEO
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