Fresh Relevance Increases Dial-to-connect Rate With Cognism

3 minute read
By: Emma Sands
Sales, B2B Data

An award-winning eCommerce personalisation platform uses Cognism’s B2B data to:

Boost conversion rates with mobile data
Remove manual workflows with contact data lists
Power more daily calls with direct dials
Smoothly integrate with Salesloft and HubSpot

Website: www.freshrelevance.com

Number of employees: 75

Industry: IT & Services

HQ: London, UK
Teams using: Sales

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The company

Founded in 2011 and headquartered in the UK, Fresh Relevance is a leading eCommerce personalisation platform serving over 400 customers worldwide.

The technology is a versatile personalisation solution that empowers commerce-driven businesses to create customised cross-channel experiences with ease. The platform saves time, integrates with any tech stack, and delivers conversion-boosting personalised customer experiences across website, app, emails, SMS, paid social and SMS.

The challenge

We interviewed Ellie, Head of Sales Development and Gaby, SDR Team Lead about their experience with Cognism.

Gaby explained the B2B lead generation challenges they experienced prior to Cognism.

“We formerly used Seamless.AI and Lusha. Our highest converting channel is cold calling but the mobile numbers in these databases were in short supply.”

“Secondly, the workflows with both providers were laborious. We had to export CSV contact data lists from Seamless.AI and manually import the contact details from Salesloft to HubSpot which was very cumbersome.”

“These two bottlenecks prompted us to look elsewhere. My manager had a really successful experience with Cognism at a previous company, so we decided to evaluate Cognism and LeadIQ. The data quality between the two providers was hugely apparent.”

“Fundamentally, we invested in Cognism because of its world-class data quality and reputation.”

The solution

As Head of Sales Development, Ellie is responsible for the development and progression of the SDR team. As SDR Team Lead, Gaby spends 75% of her time prospecting using Cognism and 25% of her week supporting a team of ten SDRs by providing regular cold call coaching and support.

Gaby is the main end-user of Cognism. She told us more about Fresh Relevance’s target market.

“We use Cognism to target eCommerce, CRM, Digital, Digital Marketing and Email Marketing decision-makers in the UK, US and the Nordics. We’re currently going to market in the US so we are starting to use Cognism much more for US data.”

Gaby uses Cognism in two different ways. She told us more:

“Firstly, we use the WebApp for building lists based on our target market. Once the lists are generated, they’re exported into Salesloft and eventually HubSpot so we can keep track of the leads.”

“As the phone is our most successful converting channel, the main platform filters we use are high and high plus mobile numbers. Cognism’s B2B mobile numbers are fundamental to helping us scale and build our pipeline.”

Cognism’s high-quality, GDPR-compliant direct dial numbers alleviate the worry about connection rates.

“We also use Cognism’s LinkedIn plug-in Chrome Extension. We build the lists through LinkedIn Sales Navigator and export the contact details in the Chrome Extension to Salesloft where the data is synced automatically.”

“I love that contacts can be synced directly to a Salesloft cadence from the Chrome Extension. This integration immensely frees up time to focus on what matters: prospecting.”

The results

What success has Fresh Relevance seen since using Cognism?

Ellie concluded:

“We don’t have statistics to prove the impact Cognism’s had on the business. But I can say that without the platform, the team cannot do their job.”

“I have spoken with many SDR managers that have the same common problem: finding high-quality contact details. It doesn’t matter if you have the best SDR manager, fantastic marketing teams and supportive enablement teams. As a salesperson, if you physically don’t have the correct contact details to get through to prospects on the phone, your job is impossible.”

“Every company needs the right foundations to build and scale. I’d recommend Cognism to any business that doesn't have data because this is the ammunition to building the right foundations to grow your business.”

“For me, Cognism is the most obvious sales tool to invest in and it’s worth every single penny. It’s a no-brainer.”