How Leadium’s Custom SDR Outreach Drove 5.7% Conversion for Basketful's CPG Pipeline!

Client's Challenges

Basketful faced the significant challenge of reaching and educating CPG brands and marketers on the unique advantages of their contextual commerce solution. Many potential clients already had basic product locators but lacked the advanced functionality to create shoppable moments at key points of inspiration, such as recipes or social media posts. This gap meant that while consumers could find product information, they weren’t easily transitioning from discovery to purchase. Additionally, Basketful aimed to expand its market share in an increasingly competitive e-commerce landscape by leveraging omnichannel growth trends in the grocery sector, especially amid the shift to online shopping during the pandemic​.

Another challenge was capitalizing on industry conferences, like Expo West, to drive brand awareness and generate high-quality leads. Although these events provided valuable exposure, converting booth visits into actionable leads required a well-coordinated follow-up process. With limited internal resources to manage a large-scale SDR operation, Basketful needed a reliable partner to drive effective outreach, educate potential clients, and ultimately create a steady stream of qualified meetings.
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Their internal team faced several challenges: 
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• Enhancing Product Discovery: Many CPG brands lacked a direct route from digital inspiration (like recipes) to cart placement.
• Optimizing Campaign Effectiveness: The client’s shoppable solutions needed visibility among marketers who could benefit from in-context purchase data.
• Scaling Outreach to Targeted ICPs: Basketful’s ideal customer profile included senior marketing and e-commerce professionals within mid-sized and large CPG companies across the U.S. They required a targeted sales development approach to generate qualified leads in these verticals.
• Brands with limited product locator functionality were missing opportunities for consumer engagement.

• The need to address omnichannel e-commerce growth in grocery, driven by COVID-19, highlighted Basketful’s value, but they needed a structured outreach to educate potential clients on this advantage.
• Basketful attended multiple conferences annually, such as Expo West, but required a strategy to maximize leads from these events through pre-and post-event campaigns​.

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Leadium’s Solutions

Leadium’s SDR team tailored a strategic, two-pronged solution to address Basketful’s needs for targeted lead generation and conference-based engagement. The first approach focused on identifying brands with existing product locators and creating personalized video messages through Loom. These videos showcased how Basketful’s product locator solution could transform simple “find a store” features into dynamic, shoppable moments with real-time inventory and pricing details. This custom outreach demonstrated a clear advantage of Basketful’s tools, making the product’s value instantly relatable and helping SDRs convert prospects at a rate of 5.7% for video-based campaigns​.

For conference engagement, Leadium designed a comprehensive outreach strategy that included pre-event, on-site, and post-event phases. Before each conference, SDRs reached out to high-potential prospects, inviting them to visit the Basketful booth for a live demonstration. During the events, the SDR team actively encouraged booth visits, and post-event, they executed a targeted follow-up campaign to convert interactions into qualified meetings. This structured, multi-touch approach ensured that Basketful maximized its conference investments, strengthened industry relationships, and generated a steady stream of leads well beyond the event dates​​.
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Here’s how Leadium made a difference:
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1. Personalized Video Outreach for Brands with Existing Product Locators:
   
   • The SDRs identified prospects who already had product locators on their websites but lacked Basketful’s advanced contextual commerce capabilities.
   • Custom Loom videos highlighted the unique benefits of Basketful’s solution, demonstrating how it could enhance existing locator functionality with features like real-time inventory and pricing across multiple retailers. This personalized video outreach was highly successful, achieving a conversion rate of 5.7% from engaged prospects to qualified meetings​​.
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2. Conference-Based Engagement Campaigns:
   
   • Before each major conference, the SDRs reached out to prospects to introduce Basketful’s booth presence, encouraging face-to-face engagements.
   • During the event, the team maintained active communication to attract visitors to Basketful’s booth, while post-event follow-up campaigns reinforced Basketful’s unique value propositions, converting in-person interactions into actionable leads.

Through these approaches, Leadium established a predictable pipeline of qualified leads, enabling Basketful to focus on closing deals rather than prospecting.

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Results

1. 1.4% Average Conversion Rate across all campaigns from initial contact to qualified meetings.
2. 5.7% Conversion Rate for campaigns using personalized video outreach.
3. Increased Engagement at Conferences: The pre- and post-event strategies led to higher booth traffic and post-conference meetings, solidifying Basketful’s presence in key CPG networks.
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Outcomes

• Established consistent pipeline growth in food, health, and personal care sectors.
• Educated CPG marketers on the benefits of contextual commerce, leading to new partnerships with several brands.
• Enhanced brand visibility at key industry events, positioning Basketful as a thought leader in grocery e-commerce​​​.

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