Cracking the Canadian market for a software company
Overview
A software company with a large install base and presence in the Middle East and EU markets was struggling to launch in Canada. After six months of activity they had made no headway into the market and had yet to engage with anyone in the industry here.
Our approach
After several meetings we put together an action plan: a new website and go-to-market campaign for the Canadian market, including new colour schemes, logos and imagery.
Extensive market research produced a features matrix based on the most popular competitive solutions in Canada, which drove new content for the website and a new presentation.
We created a LinkedIn campaign to drive awareness and new connections, developed a new demo, case studies and a flyer, then leveraged the connections to book calls and meetings while launching display and search campaigns on Google.
Results
- 500 new LinkedIn connections (25–35% connection rate)
- 40% response rate to messaging
- 39 prospects engaged; 15 appointments and demos booked
- First calls within 8 weeks; demos by week 10
- Website to booked demos in 6 months
- Total spend under $25K
The outcome
Demand in the market far exceeded expectations and the market test was a clear success, going from no presence to booked demos in under six months.
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