Supporting P2GM's customer development with MAILGORI

Validate customer development over four weeks

P2GM Inc. used MAILGORI for customer development for its Malz advertising platform. Rather than increasing send volume immediately, a four-week validation ran the complete workflow from prospect selection through reply handling.

There were 203 sends and seven qualified replies, a qualified reply rate of about 3.4%. Two progressed to meetings, and both led to deals.

These results reflect specific conditions, including P2GM's offering, target companies, timing and proposals. They do not guarantee the same outcomes in other sales activities.

MAILGORI prepared; people decided on sending and proposals

MAILGORI handled the following preparation and organization:

1. Find prospective companies using public information.
2. Research each company's business and proposal triggers.
3. Organize the reason for contact and draft individual messages.
4. Send after a person checks recipients and wording.
5. Classify replies and organize next steps.

P2GM staff discussed recipients' needs and made specific proposals in meetings. MAILGORI did not automate closing deals. Its role was to keep research and initial contact moving so people could spend time on meetings and proposals.

Do not decide from interim figures alone

The interim figures were 173 valid sends, six replies, two meetings and one order. Operations continued under the same setup; at four weeks, the figures were 203, seven, two and two respectively.

Interim figures help assess whether current selection and wording are working. However, time passes between sending, meetings and deals. We followed reply content and post-meeting outcomes rather than judging from a short-period reply rate alone.

This case does not establish manufacturing outcomes

P2GM is an advertising technology company. This case alone does not establish outcomes in manufacturing. Manufacturing, MAILGORI's current main focus, differs in technologies, buying cycles and purchasing departments.

The validation demonstrated that company research, proposal reasoning, sending after approval and reply handling could continue in actual customer development. Manufacturing deployments require separately designed industry criteria and proposal triggers.

Define the scope and evaluation before a two-to-four-week trial

A MAILGORI engagement begins by clarifying the offering and customer profile, then setting a two-to-four-week validation scope. We record qualified replies, meetings, staff review workload and exclusion reasons as well as sends, to decide whether to continue, revise or stop.

See MAILGORI scope, costs and operating rules.