DMT Helps Payment Platform To Build Their Outbound Sales and Lead Generation Strategy

An end-to-end subscription management platform approached DMT for help with their outbound sales and lead generation efforts. Although feature-rich and positioned as a strong alternative to tools like Zuora, their outbound outreach was underperforming - largely due to generic targeting and a lack of a clear go-to-market strategy.

They were just beginning their outbound journey and needed guidance on how to structure campaigns that would resonate with the right audiences and generate qualified leads.

1. Testing the Existing Strategy

We started by building the infrastructure and reviewing customers’ active campaigns - ran a two-week trial campaign using the client’s original targeting to identify where things were breaking down. As expected, the results were underwhelming: only one meeting booked, and with a prospect that wasn’t a good fit. That helped us confirm the need for a strategic shift.

2. Deep Product Immersion

During the initial phase, our team invested time in fully understanding the client’s product - its features, competitive advantages, and pricing model. This insight was critical for crafting a compelling value proposition and identifying better-fit audiences.

We segmented the target audience based on their roles and company types - drafting content pieces to be more appealing for each of the buyer personas. We planned A/B tests with various approaches and campaigns: competitor, integration, and referral campaigns.

3. Targeting by Pain Points

Instead of trying to compete with payment processors, we shifted our focus to more comparable (and more expensive) competitors like Zuora. Our client’s more cost-effective and feature-rich offering was a strong selling point. The messaging emphasized value-for-money without compromising on capabilities.

4. Leveraging Competitor Weaknesses

We also built a campaign specifically targeting unhappy customers of direct competitors. By sourcing complaints from platforms like G2, Capterra, Twitter, and Facebook, we created a deeply personalized multi-step sequence aimed at leads most likely to switch.

5. Expanding into New Verticals

Apart from targeting other companies that are providing subscription management services, we’ve also played a bit with different industries. Starting with various subscription merchants having received some positive feedback - we’ve decided to experiment more and switched focus to SaaS, IoT and event PC Gaming companies. All this led to more qualified appointments being generated.

Over the course of four months, our strategy delivered:

• 4,000+ cold leads generated and contacted with highly relevant messaging
• 43 qualified appointments booked across a variety of industries
• 40–60% open rates and a 6% average response rate, driven by sharp targeting and personalized outreach