Enhancing Digital Partner Outreach for Property Management Software in Real Estate

Client:

A leading SaaS provider in the real estate industry, specialising in digital solutions for property management, and data analytics designed to help property managers, landlords, and real estate professionals streamline the administrative, financial, and operational aspects of managing properties.

This software is commonly used to manage various types of real estate assets, including residential, commercial, and mixed-use properties.

Situation:

The SaaS provider, heavily reliant on a network of B2B implementation and reseller partners, was experiencing challenges in partner engagement.

Many existing partners had become inactive or disengaged, resulting in missed revenue opportunities and underutilised partnerships.

Furthermore, the company lacked a streamlined, automated system to manage partner incentives and track outreach, leading to inefficient commission management and low engagement.

The Goal:

The goal was to re-engage inactive partners, drive adoption among new partners, and provide a sustainable way to manage commissions and track partner activity. The company also sought to leverage visitor intelligence on its partner signup page to better understand high-intent leads and re-engage visitors who showed interest but didn’t convert.

Task:

To address these challenges, Insightstap was tasked with developing a targeted, multi-channel outreach campaign. This included:

Reactivating inactive partners and re-engaging existing HubSpot inactive Partner contacts to the partner signup page.

Cold Email & LinkedIn outreach through tailored, segment-specific messaging to acquire new partners.

Establishing a robust automation and CRM integration for seamless partner lead tracking, commission management, and streamlined outreach.

Utilising visitor intelligence via Web Visitor Intent data to identify companies visiting the signup page and enrich visitor data with ZoomInfo to engage decision-makers.

LinkedIn Ads for Retargeting setup, integration and management of ads using HubSpot.

KPIs:

Achieve a 15% increase in partner activation rates.

Boost conversion rates of high-intent visitors from the partner signup page by 30%.

Increase B2B revenue growth by 20% through engaged partners and affiliates.

Improve LinkedIn engagement rates and email open rates through targeted messaging.

Action:

Insightstap implemented a strategic, multi-step plan incorporating CRM integration, data enrichment, and personalized outreach:

Segment-Specific Outreach Strategy

Each partner segment received a tailored outreach strategy:
- Previous Partners: A sequence of emails and LinkedIn messages highlighted platform improvements and case studies of similar partners who re-engaged and achieved growth.
- New Partners: Messaging focused on the unique value propositions of the SaaS solution, with examples of increased client adoption and onboarding.

HubSpot,Factors.ai, and ZoomInfo Integration

Insightstap set up an integration among HubSpot, Factors.ai, and ZoomInfo to streamline partner management and data flow:
- HubSpot was used as the central CRM for managing outreach, tracking partner interactions, and setting up automated workflows.
- Factors.ai tracked visitors to the partner signup page, identifying companies showing interest but not converting.
- ZoomInfo enriched visitor data from Factors.ai, providing decision-maker contacts at each interested company.

LinkedIn and Email Outreach Execution

Email Outreach: Automated email sequences were created in HubSpot for each segment, with a mix of case studies, benefits, and exclusive offers to activate engagement.
LinkedIn Direct Outreach: Using LinkedIn Sales Navigator, Insightstap targeted decision-makers identified through ZoomInfo, sending personalised connection requests, content shares, and follow-up messages.
LinkedIn Retargeting Ads: For companies that visited the signup page, LinkedIn retargeting ads were deployed in a three-stage sequence to tag-based audience and Account Match audiences.
- Awareness Ads: Promoting the SaaS platform’s partner benefits.
- Engagement Ads: Featuring case studies relevant to the visitor’s industry.
- Conversion Ads: Offering limited-time incentives for partnership signup.

Performance Tracking and Continuous Optimization

Metrics Monitoring: HubSpot tracked open rates, click-through rates, and engagement metrics. LinkedIn metrics included click-through rates for retargeting ads and response rates for direct messages.
Data-Driven Optimization: Insightstap continuously optimised ad copy, email subject lines, and call-to-action buttons based on A/B testing, refining the approach to maximise partner activation and engagement.

Result:

Insightstap’s revitalised outreach strategy delivered exceptional results, meeting and exceeding the SaaS provider’s goals:

Increased Partner Activation:
- The targeted approach led to a 15% increase in partner reactivation, with previous partners re-engaging through incentives and direct outreach.
- Conversion rates for new partners reached 12%, contributing to significant growth in the company’s partner network.
Enhanced Signup Conversion with Factors.ai and ZoomInfo:
- Factors.ai identified high-intent companies visiting the partner signup page, and ZoomInfo enriched the data with key decision-maker information.
- This strategy led to a 30% higher conversion rate among identified visitors who received tailored LinkedIn and email follow-ups.
Revenue Growth from Engaged Partners:
- Reseller and affiliate partners contributed to a 20% revenue growth, with streamlined commission tracking through PartnerStack integration and improved partner management through HubSpot.
Higher Engagement Metrics on LinkedIn and Email:
- LinkedIn retargeting ads achieved a 25% higher click-through rate, while direct messages saw increased response rates due to personalized outreach.
- Email open rates improved by 20% across all partner segments, driven by customized messaging that addressed each partner’s unique needs.

Conclusion:

Through a data-driven, integrated approach, Insightstap successfully revitalized the SaaS provider’s B2B partner outreach, establishing a scalable model for sustainable growth and partner engagement. By combining Factors.ai visitor intelligence with enriched data from ZoomInfo, Insightstap ensured that the outreach targeted high-intent visitors with precise, impactful messaging. This strategy not only improved partner activation and re-engagement but also set the SaaS company on a path for continued growth and success in the competitive real estate market.

Digital Partner Outreach for Property Management Software Company in Real Estate.