As a way to introduce our reader's to some innovative tools Quickcard is beginning an interview series with some of today's leading sales founders. First up is the CEO of Scribe, a company revolutionizing email signatures and making your marketing campaigns consistent and effective. Read on to hear from Scribe CEO Clement Champau.
Hi Clément, please feel free to introduce yourself and tell us more about Scribe.
I’m a 27 years old french entrepreneur based in Berlin. I’ve been building startups since I’m 19 and stopped university at 21 to go full-time on my entrepreneurship passion. After failing and learning a lot from my previous business, I’m currently working on my 4th startup Scribe.
Scribe helps Marketing and IT leaders at unicorns such as OnDeck, Deel, Happify, Gorillas, and Payfit to easily keep brand consistency and legal information compliant across their team’s email signatures.
What makes Scribe different from its competitors?
What if we could re-invent a product that seems boring and ugly such as email signatures? How can we create an incredible user experience for it? That's the challenge we started with when we decided to work on Scribe.
Our main key values are:
- Top design email signature templates you’ll be proud to wear.
- Great UX/UI so you can deploy signatures across hundreds of employee emails in under 10 minutes without technical skills or any input from your team.
- Call to action and promotional banners to add to your signature with an in-house analytic to measure your conversion rate.
What has been your approach to evaluating sales tools at Scribe?
Looking at the ones with few features but who are the best at it. Versus sales tools that try to have all the features to cover each step of the sales funnel but end up providing an average user experience. In the end, you are using a bit more tools and it’s a bit more expensive but the output is worth it in my opinion.
What has been the biggest barrier to successful sales tool adoption, overall?
Understand what their main value proposition is. Most of the time there is a big gap between the message on the homepage versus which features it actually provides. So to create the perfect sale stacks you have to try several tools, see if they fit your different use cases before making your final decision. It took me few months of experiments to find my perfect sale stack. I feel like sale products should actually frame more the problems sales are facing so you can relate to it.
A sale tool that would be designed to force you to adopt the right behaviors would be a game-changer. A bit like Superhuman whose design teaches you how to be more productive on your emails. I believe that tools that make you learn something new, make you better at your skills while automating tasks are the next thing in B2B SAAS.
How much of your customer acquisition efforts rely on content marketing? How do you maximize its impact and lifetime value? (amplification, conversions, SEO, etc.)?
At the moment we are focusing on talking to a small batch of leads to onboard customers one by one to make sure they have an incredible experience and don’t churn. Their feedback allows us to improve our UX and get ready to scale to new verticals. To start scaling acquisition, we bet on SEO a few months ago by launching our own blog 1001 signatures. SEO is long term game so we don’t expect a clear ROI before 6 months to 1 year but it will become one of our main acquisition channels in the long term with sales.
Do you personalize your sales content per prospect, and if so, how?
Yes, I do. Trust, timing, and targeting are the keys to sales. I find personal information about my lead, write short and clear emails. I try to humanize them as much as possible. Like if we would meet at a business event and start talking. In the end, everything comes down to human relationships. How you socialize with people.
How has COVID-19 impacted your sales and marketing operations and how have you adapted?
It was definitely a difficult time for B2B as most enterprises were cutting and freezing their spending not knowing the future for the next year. We focused mainly on tech companies that did well during COVID thanks to the digital aspect of their product. We spent the rest of our time improving the product for when the economy would kick off again.
What are some of the key sales tasks and workflows that you have fully automated? How was your sales productivity affected by this?
Having a CRM to keep track of your deal flow stages, performance as well as who to follow up with is key. It’s like having a second brain so you can forget about it and focus on how to get better-qualified leads. We also use a tool to automate our cold email campaign.
What are some of the biggest bottlenecks you faced when trying to scale sales enablement campaigns? How did you overcome them?
Trying to have a good balance of quality and quantity when it comes to copy. Based on a list of hypotheses, we ran a lot of experiments and looked at data. Then iterated from there.
What are some uniquely creative ways you might have used in the past to overcome objections or to close an important deal?
I think it’s always about listening to your lead during the demo and dig deeper into the pain they are facing. Asking lots of questions is key. Trying to truly care and understand the why. That’s how you create trust with your lead. Even if your product is not ready at the moment of the demo to close the lead you still learned something new. You learned more about the market, your ICP, how to improve your product, etc … Then you can try to close the deal later. From the moment the lead felt heard and saw that you truly related to the issues she/he was facing then half of the job is already done.
Can you share a sales growth hack or a tactic that you've been recently excited about?
Asking for intros from your major existing clients. The one you spent the last months giving a lot of care and attention. They are your best brand ambassadors. I definitely underestimated this channel.
What is next for Scribe?
Now that we have a strong product-market fit and a good product, we are ready for the scale cycle. Scaling sales and acquisition will be our main focus in the coming months.