The Client

NewStore is a software business offering a modern solution – a mobile-first, omnichannel platform including a mobile POS that allows store retailers to do away with the “fixed till”. Moreover, this technology that allows stores to transact using just an iPhone in the store associate’s hand also enables “endless aisle”, loyalty apps and an order management system… in other words - True Omnichannel.

The Challenge

In 2021 Newstore needed local sales and marketing support as the company expanded internationally. The business had established a clear “ideal customer profile” or ICP, which meant that the target dataset needed real rigour. At the time there was only one local salesperson, but NewStore had referenceability in EMEA and APAC – and an appetite for ABM at scale.

Equally, the NewStore solution doesn’t fit neatly into an existing category such as eCommerce or CMS. Therefore all marketing and sales efforts needed to gain the attention of any target customer long enough to be properly digested so that the business problems solved could be truly understood.

It is worth mentioning that the founder of NewStore is Stephan Schambach who previously founded both Intershop and Demandware. This merely demonstrates the high expectations for growth and success within the business, and the pressure to get it right first time. ☺

The Program

Phase One’s focus has been on building a set of target accounts in the identified regions, refining the NewStore ICP for the UK v USA v European countries - and then engaging with those target accounts. Buyingtime has taken on the NewStore identity to send marketing emails, our content team building out cadences, and our SDR group generating new 1:1 meetings for the small UK sales team.

Following some success and a larger team in Europe, NewStore has taken that same focused ICP and used the Commerce Futures events brand that we operate. By adding those events to the armoury, we've helped to accelerate some serious pipeline.

Our plan for Phase Two (as the NewStore team grows globally) is to transfer all of the data into NewStore’s CRM, retain some current services but to add others such as Trade Show support, and local content creation to ensure relevance in each region.

Outcomes

In 16 months since we started working together the numbers are:

• 192 Target accounts built in the UK (5+ contacts in each across roles)

• 75 Target accounts built in Australia (5+ contacts in each across roles)

• 199 Target accounts built in DACH (5+ contacts in each across roles)

• 29 initial 1:1 meetings generated with target accounts in the UK

• 10+ accounts SQL qualified and in pipeline

• 4 accounts closed/won with ARR of $1.8m