“With strategic messaging, agile support, and consistent delivery, MarketJoy became a driving force in WaterSmart’s lead generation success.”
“MarketJoy has been a key partner in WaterSmart Software’s sales development efforts. They have consistently exceeded our meeting goals by 100% each month and have been a flexible, patient, and strategic partner. They really understand how to generate responses from prospects and have actually helped our sales development reps become more productive through the adoption of MarketJoy best practices. On top of all that, the service is about as cost-effective as you could hope for. We look forward to continuing and expanding our relationship with MarketJoy in the months and years ahead.”
— Jeff Lipton, SVP, Business Development, WaterSmart Software
Client Value Proposition: WaterSmart (later SmartEarth) provided solutions for water utilities to engage with customers and analyze data so they could better serve customers, increase the efficiency of their water usage, and create streamlined communication between utilities and end users.
Challenge Analysis: WaterSmart needed a reliable partner who could build a predictable and scalable outbound engine for engaging utility stakeholders. A primary challenge for WaterSmart was generating sustained interest from both public and private water utilities while differentiating itself in an industry where many IT & software solutions sound similar. Messaging needed to be precise, data hygiene was critical, and deliverability was flawless to thousands of prospects.
WaterSmart had a strong product-market fit; however, they had no consistent outbound strategy that could engage and qualify large volumes of leads over multiple months. WaterSmart’s SDRs stretched to develop the outbound engine they needed to engage utility stakeholders; they needed a partner who could develop a solid pipeline while enabling internal sales representatives to continue focusing on closing.
Solution Process: MarketJoy deployed an integrated outbound strategy targeting decision-makers in water utilities and related municipal bodies.
Key activities included:
- Campaign setup and launch with data targeting over 26,000 records.
- Precision email sequences with subject lines A through H tested for engagement and response.
- Weekly refinement of messaging and lead qualifications based on behavioral data and open/click metrics.
- Ongoing collaboration with WaterSmart to ensure alignment with product value and sales motion.
Email Overview:
- Total Emails Sent: 114,423 with 100% delivery
- Open Rate: 13.69% (15,670 opens)
- Total Leads Generated: 306 (0.27% conversion rate)
- Follow-up Conversations: 183
- Subject Line Performance Highlights:
- Subject A (“Appropriate person?”)
- 27,006 sent | 18.81% open rate | 123 leads
- Subject F (“Customer Self Service and Water Analytics Portal”)
- 53,330 sent | 11.43% open rate | 139 leads
- Consistently surpassed monthly lead creation targets with 100%+ achievement.
- Reduced opt-out and competitor replies to under 2% across campaigns.
- Direct support contributed to internal SDR productivity improvements.
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