Driving U.S. Market Expansion and Lead Pipeline Growth for Qollabi’s BRM Platform

Client’s Challenges

Qollabi faced significant hurdles as it sought to expand its presence outside of its home market in Belgium, particularly in the United States. Despite having a promising Business Relationship Management (BRM) software, their sales efforts were constrained by a limited network of contacts and unfamiliarity with the U.S. market dynamics. The company’s main challenge was its lack of brand recognition and market understanding. The BRM category itself was new and relatively unknown, which made it difficult for decision-makers to immediately grasp the value Qollabi could provide. Additionally, Qollabi’s sales had been heavily reliant on founder-led outreach, which was not scalable for their growth ambitions. With limited internal sales infrastructure and market data, they struggled to effectively communicate their product’s value to potential U.S. clients. These factors made it critical for them to not only generate leads but also refine their messaging and go-to-market strategy.
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• Lack of market familiarity with their BRM software.
• No existing U.S. sales infrastructure and limited market data for their expansion.
• Inconsistent messaging as their product category was not yet well-established.
• Sales efforts solely based on personal networks, limiting broader business outreach.
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Leadium Solution

Leadium recognized that Qollabi’s needs went beyond just appointment setting; the company required strategic guidance in crafting an effective outreach campaign and refining their market approach. Leveraging their expertise in Sales Development and SDR services, Leadium developed a multi-pronged outbound campaign targeting decision-makers within the financial services industry, a key vertical for Qollabi. The team initiated a mix of email, LinkedIn outreach, and face-to-face meeting invitations, allowing Qollabi to connect with executives like Board Members, VPs, and Directors from potential clients. Given the newness of the BRM product category, Leadium crafted a customized messaging strategy, emphasizing the specific challenges that Qollabi’s solution could address, such as improving accountability and collaboration in indirect sales channels.

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Leadium’s program was structured not only to generate meetings but also to act as a feedback loop, where insights from decision-makers would be used to iterate on messaging and positioning. This strategic alignment allowed Qollabi to adjust its go-to-market approach in real-time, leading to more effective outreach and a clearer value proposition in a challenging market​​.

Here’s how Leadium made a difference:
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• Targeted lead generation focused on financial service providers in the U.S. and UK with indirect sales models (e.g., banks and insurance companies).
• Multi-channel outreach strategy, combining email, LinkedIn, and face-to-face meeting invitations, to build trust and engagement.
• Custom messaging sequences that communicated the value of Qollabi's BRM solution and provided a clear explanation of the relatively new category.
• Continuous data analysis and feedback loops to refine the messaging and adjust the campaign as market learnings evolved.‍
• 7 outbound sequences tailored to different engagement methods, including LinkedIn invites and email-only campaigns.‍
• 18,000 emails delivered, yielding a 46% open rate, demonstrating the effectiveness of Qollabi’s messaging.
• A strategic focus on understanding potential clients' needs and feedback resulted in 46 qualified appointments, ensuring that the outreach was converting into tangible opportunities.
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Results
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1. Expanded U.S. market awareness through sustained engagement with East Coast financial service providers.
2. 24 decision-maker meetings secured, allowing Qollabi to gather crucial feedback and fine-tune its value proposition.
3. 46% email open rate and 13% response rate, outperforming industry standards for outbound sales campaigns.
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Outcomes
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• Qollabi successfully adjusted its go-to-market strategy and brand name following insights gained during the campaign.
• Leadium’s SDR pipeline ensured that Qollabi could establish its presence outside of Europe without exhausting internal resources.
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