Smiota
Account-based precision and disciplined lead nurture tripled the sales pipeline for smart-locker infrastructure.
- Growth Strategy
- Audience Research & Strategy
- Account-Based Marketing
- Lead Nurture Programs
Smiota builds the smart-locker platform that automates package management for offices, residential buildings, and campuses. Its lockers sit at the intersection of software and physical infrastructure: property teams buy them deliberately, install them once, and depend on them daily. Buyers weigh these decisions carefully, which makes every conversation with Smiota a considered one.
Considered purchases deserve considered marketing. Smiota hired us to build an account-based growth program from the ground up: market research and competitor analysis to map the terrain, a sharpened ideal customer profile, lead scoring to rank intent, personalized ABM campaigns to open the right doors, and nurture programs to keep every account moving. The mandate was simple to state and demanding to execute: let precision do the work of volume.
The Anatomy of a Considered Purchase
A smart-locker platform is bought the way infrastructure is bought: deliberately, by committee, with real switching costs in view. Offices, residential buildings, and campuses each evaluate on their own terms, and a deal can stall inside any of them. Broad-reach demand generation wastes most of its budget in a market like this, because the universe of genuine buyers is finite and specific. Smiota needed to know exactly which accounts to pursue, which contacts inside them carried the decision, and what each needed to hear, then hold that discipline through every stage from first touch to signed agreement.
One Connected System
The program moved in a deliberate sequence, each stage feeding the next. Market research and competitor analysis established where Smiota wins and why, and that evidence hardened into a precise ideal customer profile. Lead scoring translated the profile into a ranked, living view of the market, so sales attention always went to the accounts most likely to move. Personalized ABM campaigns then opened those accounts with messaging tuned to the buying committee, and structured nurture programs carried every response forward. Because each layer was instrumented, we could see where deals accelerated, where they cooled, and exactly which adjustment to make next.
Market research and competitor analysis established where Smiota wins and which accounts fit the ideal customer profile.
A lead-scoring model ranked accounts by fit and intent so sales effort concentrated where revenue was likeliest.
Personalized ABM campaigns reached each target account with messaging built for its specific buying context.
Structured lead-nurture programs kept engaged accounts moving through long evaluation cycles until they were ready to buy.
Three Times the Pipeline
Precision showed its value at every stage. In under six months, the program contributed more than $56M to Smiota's sales pipeline, and the pipeline itself tripled. Because campaigns reached the right accounts with the right message, lead conversion rose 30%. Because nurture kept those accounts warm through long evaluation cycles, the lead-to-customer rate improved 20%. And because effort concentrated on the buyers most likely to move, customer acquisition costs came down as the numbers went up. Each result traces to a specific part of the system.
Pipeline can be engineered. Account by account, stage by stage.
Let's grow.
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