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Back to case studies

Building Outbound Sales Confidence With Cognism

Find out how a leading payroll software and services business used our globally-compliant prospecting solution to:

  • Find new customers.
  • Give their sales team more confidence. 
  • Have more effective conversations, fast.
  • Double their meetings booked.
Success Story Logo Light

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meetings booked.

Industry:
Payroll Software
HQ:
UK
Teams using:
Marketing & Sales

A software payroll solutions and services company that caters to SMEs with 50 to 1,000 employees in the UK.

Always searching for innovative ways to help customers easily process payroll and tackle HR challenges, they are on a mission to improve the overall payroll experience. This starts with transitioning organisations from spreadsheets to easy-to-use managed systems.

 

The challenge

Despite inbound lead generation working well for them, the company wanted to make a shift towards outbound:

"We started by looking at the smaller end of the market and then we looked at the larger end of the market. We found that it's best to get your contacts right first, because it's easier to build relationships, do research and connect with outbound."

However, this shift meant a need for more accurate B2B data:

We've always used static lists to draw our contacts down which has worked fine for dealing with smaller companies, but once you move to larger businesses it's harder to find accurate data. When using static lists, 40 to 50% of your efforts result in grey mail because you just aren't getting through to the right people."

The solution

They knew they needed a dynamic contact provider, so they started speaking to a number of service providers before choosing Cognism:

The Cognism model is very appealing. It's better than the others we looked at and there's a degree of quality you can't find anywhere else."

They had high hopes for the data Cognism could provide:

"We decided to go with Cognism because you aren't buying a lead list but getting fresh data." 

The company hoped to better understand their contacts with access to this fresh, accurate data: 

"We especially like the lead automation and searchability features. It's a great tool to discover prospects. When we get a good match, we get exactly the type of people we're looking for, resulting in really great conversations with the right people."

The results

When asked if they found Cognism easy to use and setup, they had this to say:

It's spectacularly easy! It's very intuitive software so you know exactly what you're doing and we learnt a lot from the demo."

Speaking of our customer service:

The customer success chat is brilliant. In some ways, I feel overserviced! There’s so little to complain about, the software works as expected."

The company saw ROI really fast, and it’s all thanks to Cognism’s fantastic GDPR-compliant data:

We now have direct contacts for when we make sales calls and emails which has resulted in better open rates. Plus, we've been saving a lot of time. You don't realise how much time you waste when you have bad data."

They gave us some insights on how Cognism has helped them achieve positive lead generation results:

"It's not magic. You need to put in the work. We now have so many contacts it’s hard to get through the volume, but our BDMs are really excited about it. They love calling Cognism contacts because they are speaking to the right people, and it's upped their morale, which is really important."

Working with Cognism hasn’t only helped find better prospects but it’s helped their outbound sales team feel more confident too:

"Working with Cognism doesn't feel dirty or messy because the data is compliant. So there's a lot more confidence in our team which has helped double our outbound appointments."

Our last question for the company: would they recommend Cognism for lead generation for technology companies?

Yes! If you want to contact the right people and only the right people, rather than spraying and praying, then Cognism is the tool you want to be using. It will give you fresh reliable data you can feel confident using for meaningful targeted campaigns."

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