How Sauce Labs Found Hidden Pipeline with Micro Campaigns Using Inflection.io

Sauce Labs is a leading provider of continuous test and error reporting solutions. With a commitment to improving user engagement and conversion rates, they implemented micro campaigns to fix conversion issues and uncover hidden net new pipeline and revenue from their existing customers.

What are micro campaigns?

Micro campaigns are low volume campaigns that are triggered to send exactly to the right person at the right time with the right message. The holy grail of B2B marketing. These campaigns need extreme levels of content, so are often triggered and personalized using product data.

Challenges with existing solution

Sauce Labs faced significant hurdles in implementing micro campaigns with their existing marketing automation tool, namely limited visibility into user behavior.

Marketo lacked real-time insights into user actions within the product. Without the ability to track user actions across touchpoints, they couldn't effectively engage customers at the right moment. This was leading to lower than desired conversion rates and they needed a Marketo alternative.

Recognizing the limitations, Sauce Labs turned to Inflection.io to implement micro campaigns that drive new revenue in a way that is efficient for the marketing team to operate.

How Sauce Labs Launched an Effective Micro Campaign That Increased Conversions

One micro campaign Sauce Labs implemented easily was an abandoned cart recovery strategy. Typically a B2C strategy, Sauce Labs recognized the potential value it could provide in a B2B context.

Normally a campaign like this would require constant requests to data teams for the new set of people who qualify for an outreach. However the lead times required to go through a data team queue means it’s already stale by the time it’s ready for action. Since Inflection.io has the full product usage data within the system, that eliminated lead times for working with the data team on an ongoing basis. Inflection’s user-friendly interface and straightforward setup process enabled Sauce Labs marketing team to create this campaign rather than a product team that would be required for a typical product-triggered email.

Results of the Abandoned Cart Micro Campaign

The shift to Inflection’s platform resulted in a remarkable 20% increase in users returning to complete their purchases. These targeted emails are seeing an improvement in conversions and contributing to more than 6-figure net new ARR every year on a very low number of email sends, ranking this campaign as one of the highest ROI campaigns for Sauce Lab’s self-serve user base.

Inflection is a marketing automation platform that lets you activate your product data and data warehouse to drive more pipeline, improve product onboarding and adoption, and revenue expansion, all from one platform. Request a marketing automation demo today.