Overview

Shiprocket is India’s largest eCommerce enablement platform, offering an end-to-end customer experience platform tailored for digital retailers. As an operating system for direct commerce, Shiprocket facilitates shipping, fulfilment, customer communication, and marketing tools for SMEs, D2C retailers, and social commerce retailers across India.

Challenge

Shiprocket wanted to explore the potential of Account-Based Marketing (ABM) for shipping aggregators and engaged Kredis for a pilot project. The primary objective was to identify and connect with key decision-makers within D2C, mid-size, and enterprise-level e-commerce and FMCG companies to drive engagement and generate qualified leads.

Our Approach

Recognizing that this was our first project in the shipping aggregator sector, we adopted a structured and focused ABM strategy:

1. Defining the ICP (Ideal Customer Profile):

   • For mid-size and enterprise-level companies: Targeted supply chain and logistics professionals at the C-level or Head level.

   • For emerging D2C brands and SMEs: Targeted supply chain and logistics personnel along with CEOs, Co-founders, and Founders.

2. Outreach Strategy:

   • Designed a solution-specific email campaign targeting key stakeholders.

   • Launched a LinkedIn campaign to complement email efforts.

   • Reached out to 5X unique Points of Contact (POCs) across 3X companies weekly compared to what they used to reach out. 

   • Sent personalized LinkedIn messages to 60-80 POCs weekly.

   • Aggressively followed up with leads who expressed interest, aiming to schedule initial calls.

     
     

Key Achievements

In the pilot, the ABM campaign delivered significant results:

• We received more than 5X responses through both email and LinkedIn.

• Over 4X Sales Qualified Leads were generated and handed over to the Shiprocket sales team.

• Increased their lead flow by 2X

• The campaign enabled Shiprocket to penetrate enterprise-level companies, a segment they had been seeking to target effectively.

By partnering with Kredis, Shiprocket successfully leveraged ABM to connect with key decision-makers in target industries. This pilot project underscored the importance of a strategic outreach approach and validated the impact of inside sales in driving business growth. As a result, Shiprocket not only expanded its reach but also strengthened its ability to address market demands effectively.