“Thanks for delivering everything on Wednesday, much appreciated knowing the tight deadline! Second: it looks absolutely perfect to me, goes straight to the point, clear CTAs, etc. very well done!”
That’s what our client at Platform.sh had to say after we revamped their email marketing strategy.
But let’s rewind a bit. How did we get here? What exactly did we deliver? And most importantly, how can this help you boost your lead generation?
Buckle up, tech leaders. In this case study we’ll show you exactly how we turned tech jargon into lead-gen gold.
The Challenge: Making Cloud Infrastructure Sexy (Well, Almost)
Platform.sh came to us with a classic tech company problem: They had an amazing product that automates cloud infrastructure, but their marketing wasn’t capturing leads effectively. Their target? Companies struggling with clunky, expensive hosting solutions.
The goal was clear: Create email sequences that would:
- Grab attention
- Explain complex tech simply
- Convert leads into calls
Oh, and they needed it done yesterday. No pressure, right?
Our Approach: Tech-Speak Meets Marketing Magic
We didn’t just write some emails. We crafted a three-pronged attack strategy:
-
Know the Enemy
First, we dug deep into Platform.sh’s competitors: Webscale, Nexcess, and Heroku. We wanted to know their weak spots. What were their users complaining about? What kept their CTOs up at night? -
Speak the Language
We translated Platform.sh’s tech features into real benefits that would make a CTO’s heart sing:
- 99.99% uptime = “Always on, like your favorite coffee shop”
- 24/7 expert support = “Real humans, not chatbots or endless phone menus”
- 40% faster deployment = “Launch fast, iterate faster”
- Cost-effective scaling = “Grow without breaking the bank”
3. Tailor the Message
We created three distinct email campaigns, each targeting a specific competitor’s user base. Here’s a peek at how we approached Webscale users:
Email 1 Subject: “Webscale issues? Let’s talk solutions.”
Opening lines:
“Hi [Name],
Your experience with Webscale: poor support, lack of transparency, downtime. Sound familiar?”
We then hit them with Platform.sh’s solutions:
“Platform.sh offers:
- 99.99% uptime
- 24/7 expert support
- Full infrastructure transparency”
And closed with a clear CTA:
“Book a call. Let’s discuss how we can improve your hosting experience:”
The Results: Optimized lead generation, ultimately more leads.
The client’s reaction says it all. But let’s break down why these emails worked:
- We Hit Pain Points Hard
Each email sequence started by acknowledging the reader’s specific challenges. We showed we understood their world, building instant rapport. - We Kept It Snappy
No long-winded explanations here. We used bullet points and short sentences to keep even the busiest CTO engaged. - We Made Benefits Crystal Clear
We didn’t just list features. We showed how Platform.sh could make their work lives easier and their businesses more successful. - We Used Strong CTAs
Every email had a clear next step. No confusion about what to do next. - We Created Urgency
By addressing current pain points and offering immediate solutions, we motivated quick action.
The Secret Sauce: Tailored Sequences for Maximum Impact
We didn’t stop at one campaign. We created three distinct sequences:
- Webscale and Nexcess Users
Focused on reliability and support issues. We positioned Platform.sh as the stable, responsive alternative these users craved. - Heroku Users
Targeted scaling and cost concerns. We showed how Platform.sh could offer better performance at a lower price point. - Lost Deals
We rekindled interest with a cheeky “$200 gift” offer for a demo call, showcasing Platform.sh’s latest improvements.
Here’s a snippet from our Heroku sequence:
Subject: “Heroku scaling issues? We have answers.”
“Hi [Name],
Heroku’s scaling costs are increasing. You need a more cost-effective solution.
Platform.sh provides:
- Automatic scaling without configuration changes
- 40% faster deployment times
- Reduced infrastructure costs”
We then closed with a CTA to discuss details, making it easy for interested leads to take the next step.
Key Takeaways: What This Means for Your Tech Company
- Know Your Audience
We didn’t just understand Platform.sh; we got inside the heads of their potential clients. This allowed us to create messages that truly resonated. - Speak Benefits, Not Features
We turned tech specs into tangible benefits. Don’t tell them about your product; show them how it makes their life better. - Tailor Your Approach
One size doesn’t fit all. We created distinct campaigns for different audience segments, addressing their unique pain points. - Keep It Simple and Direct
In the tech world, clarity is king. We used straightforward language and clear CTAs to cut through the noise. - Create Urgency
Give your leads a reason to act now, not later.
The Bottom Line
By combining deep tech understanding with sharp marketing tactics, we created email sequences that didn’t just generate leads – they started conversations. And in the B2B tech world, conversations are where the magic happens.
Ready to turn your tech talk into a lead generation machine? Let’s chat. We’ll brew up a strategy that makes your competitors wonder what hit them.
P.S. Remember, in the time it took you to read this, your competitors might already be upping their game. Don’t let them get ahead. Reach out now, and let’s start crafting your winning strategy.