“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 possibly 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) offered customer engagement and data analytics solutions for water utilities, enabling improved water efficiency, better customer service, and streamlined communication between utilities and end users.
Challenge Analysis: WaterSmart needed a dependable partner to build a predictable and scalable outbound engine for engaging utility stakeholders. Their primary challenge was to generate sustained interest across public and private water utilities while differentiating themselves in a market with similar sounding IT & software solutions. Messaging had to be precise, data hygiene critical, and deliverability flawless across thousands of prospects.
Despite strong product-market fit, WaterSmart lacked a consistent outbound strategy capable of engaging and qualifying large volumes of leads over multiple months. Their SDRs were stretched, and they needed a partner that could build a strong pipeline while allowing internal reps to focus on closing.
Solution Process: MarketJoy deployed an integrated outbound strategy targeting decision-maker 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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