CASE STUDY:
A software distributor who has access to market development funds
Sector: B2B, SaaS, Software & Technology
Services used: ABM, Lead Generation
About our Partners
While we can’t tell you the name of any of the partners utilising our services with their market development funds (MDFs), we will talk in as much detail as possible about a personalised ABM campaign we created for a business like yours who took advantage of their MDF from a huge tech vendor (and if you comb through our website, carefully, you may just guess who the vendor is).
The challenge
As a distributor, it’s important to be heard when competing against other distributors – and even vendors themselves. It can be tricky to stand out from the crowd, though, which is why the vendor we’re focusing on in this case study (and they’re not alone) offers funds that allow their distributors to reach a more targeted audience, market their products effectively, and make sales. This is a win-win situation for the distributor and the vendor.
Are you facing the same challenge?
Book a discovery call now to see how KAYBE can help you reach your target audience.
The solution
Taking advantage of KAYBE’s hyper-targeted, personalised ABM campaigns, our client was able to get in front of their ideal clients.
In this specific campaign, we went with a traditional asset, offering a whitepaper for more information based on the market’s appetite, presenting and targeting in a way that drove inbound requests, leading to opportunities and sales.
While this particular campaign included a whitepaper, others are centred around webinars, events, or anything else that’s relevant to the audience in question. It’s all tailored to what the client needs in order to be heard by their target audience.
Market development funds are usually signed off for a quarter of the year. This gives the chance to prepare every campaign for four weeks and eight weeks in the market.
Let's talk results
Open rates for campaigns performed by KAYBE average at around 25%. That’s 2X the industry average for B2B.
Click to open rates for campaigns set up by KAYBE average at over 80%, which is 13X the industry average for B2B emails.
We see an average of more than 1% conversion rate from targeted audience to opportunity, meaning you’ll see 1 opportunity for every 100 targeted companies.
In general, sales cycles for the products and services we promote through campaigns funded by market development funds from a vendor are longer, as they are a big investment for the end client. This particular campaign ran in 2023, and we’ve just heard from the client that the first contracts have been signed as a result of the campaign. We’re pleased to share the current ROI of 9, when writing this in 2024.
Going the extra mile
Whenever we work with a client, it’s always vital for us to interact as though we are an extension of their marketing team. This means that not only do we take care of the planning, project management, asset creation and organisation of a campaign, but that we also provide them with everything they need to help them claim their funds from their vendor.
“We help clients with market development funded campaigns from start to finish and, thanks to our yearlong experience, our clients benefit from our expansive knowledge.”
Kris Britton, CEO and Co-Founder, KAYBE
Why KAYBE
At KAYBE, one thing we hear time and time again is that we’re “not just another marketing agency”. Driven by our customers, our team of self-confessed marketing nerds are obsessed with getting you great results and sharing our knowledge and skills. But we also take the time to really listen to what you need. Collaboration is key for us.
4x
The industry average on ads
14x
Marketing ROI
£M
Millions in pipeline
And don’t just take it from us. Not only does our wide variety of clients love us, but we’re also a multi-award-winning digital marketing agency, so we must be doing something right!
Ready to get the most out of the market development funds available to you?
Book your discovery call now and see what KAYBE will do for you.
