Rev Enterprise Onboarding: Digging for (National) Treasure
As AI transcription darling Rev.com shifted from a product-led growth strategy to incorporate a sales-led approach, they aimed to leverage their existing email list to identify and convert viable leads into valuable sales opportunities.
To do this, E/E introduced a creative, humorous marketing campaign, inviting recipients to be part of an exclusive group dubbed the "Rev Illuminati."
Extry Objective
The goal was to entice subscribers with the promise of exclusive benefits, creating intrigue around Rev Enterprise's offerings. Rev.com targeted existing customers and prospects with the potential for higher-value enterprise engagements.
Extry Strategy
Intrigue and Humor: Rev's campaign played on the theme of exclusivity and secrecy, humorously likening their enterprise services to the Illuminati, which instantly sparked curiosity.
Email Design: The emails were designed with contrasting themes – one debunking the existence of the Rev Illuminati and the other welcoming the recipient to this nonexistent group.
Engagement Hooks: By stating "There is no secret codeword" while simultaneously welcoming users to the Illuminati, Rev piqued interest and encouraged action without a direct sales pitch.
Extry Execution
Two visually appealing and thematically engaging emails were sent out. The first email played with the concept of secrecy to highlight the "certain... advantages" that come with Rev Enterprise accounts, like integrations, account management privileges, and an API. The second email welcomed users to the "Rev Illuminati," promising customization, control, and flexibility along with a ceremonial welcome package.
Extry Results
Lead Generation: The campaign successfully identified a segment of the email list that expressed interest in enterprise-level services, resulting in thousands of leads to handraise.
Brand Engagement: Rev's brand messaging was reinforced, positioning them as a company with personality, creativity and care.
Audience Segmentation: Responses to the campaign helped Rev segment their list more effectively, distinguishing between product-focused customers and those interested in a comprehensive enterprise solution.
Extry Takeaways
Creative Messaging: The use of creative and playful messaging can be an effective strategy in a sales-led motion to differentiate services and engage leads.
Balance of Tone: A balance of humor and professional value proposition encourages engagement without undermining the product's credibility.
Email Engagement: Dual-themed emails can serve as a powerful tool to gauge the interest and responsiveness of leads to different facets of service.
In summary, Rev's email campaign demonstrated that a shift to a sales-led motion could be conducted seamlessly with the right creative strategy, successfully engaging potential leads while maintaining brand integrity and injecting a sense of fun into B2B communications.