How we helped MVMNT identify their ICP & increase their pipeline by 37%

Learn how we helped MVMNT increase their pipeline by 37% with our ICP Signaling Capabilities

The Challenge

MVMNT, a freight-tech startup backed by a16z, faced growth challenges due to limited internal resources. Despite knowing their best customers, they lacked a scalable way to identify prospects within their ideal customer profile, resulting in bottlenecks and manual processes that slowed down their sales team.

The Solution

Lean Layer implemented our ICP signaling solution to identify triggers that indicate a prospect’s urgent need for MVMNT’s product. Once the prospects are identified, their relevant demographic and firmographic information are added to MVMNT’s CRM through data enrichment. We created additional fields for tokenization based on this custom trigger to enable Marketing and Sales to reach out during this critical moment with highly personalized messaging based on these segments.

"Lean Layer's exceptional work in helping us identify prospects within our ICP through a custom ICP Signaling and Data Enrichment project significantly elevated our GTM strategy. They were able to help us identify prospects that had a very specific attribute custom to our ICP that no other tool or data enrichment service could help us with.

Their customized approach to our unique business challenges enabled us to fish where the fish are and target the prospects that were the most likely to purchase our product."

- Audrey Song
Director of Marketing @ MVMNT

The Approach 

Learn more about our approach on how we solved this for MVMNT below: 

• ICP Signaling: Based on the unique characteristics of MVMNT’s ideal customer profile, we leveraged data scraping to identify over 4,000+ accounts and contacts within this criteria.
  
  
• Data Enrichment: Integrated Lean Layer's data enrichment capabilities to enhance MVMNT's CRM with identified prospects
  
  
• Segmentation: Created CRM fields for efficient segmentation of companies based on identified ICP signals.
  
  
• Personalization: Tokenized unique data points for personalized outbound sales and marketing campaigns.

The Results

Within a week of project completion, MVMNT’s marketing team was able to start launching custom campaigns to their ICP. This initiative led to overwhelmingly positive responses and a remarkable 37% increase in qualified pipeline from demo requests. 

Proof that when you’re equipped with the data and operational support to connect with the right person at the right time, the results can be instantaneous. 

"They also set up custom fields in our CRM so we could tokenize the specific attribute they identified. This allowed to us personalize our messaging, leading to to a hugely positive response rate and sentiment from our prospects. The types of replies we got back included "Haha! Great research on my background! Let's have a call today!", which was amazing!

Lean Layer's efforts on our ICP ultimately resulted in a 37% surge in our sales pipeline in just 2 weeks after campaign launch. Their deep understanding of our specific needs and agile response underscores their expertise as true growth partners"

Audrey Song
Director of Marketing @ MVMNT

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