2020, Arco 🇮🇹
Hospitality
Alice Marmorini
CMO, SmartPricing
Results
3.5% average response rate from cold outbound
Clearer product messaging and launch execution
Improved go-to-market alignment and strategy
Overview
Smartpricing is an AI-driven revenue management software designed to optimize pricing strategies for hotels, B&Bs, and vacation rentals. In December 2023, the company secured a €13 million Series A funding round led by Partech Venture and Rialto Ventures.
Smartpricing's mission is to revolutionize the hospitality industry by providing automated dynamic pricing solutions that increase revenue and streamline operations for lodging businesses.
Their primary offering is an AI-based revenue management software that automatically analyzes accommodation and market data to determine optimal room pricing. This solution targets lodging businesses seeking to enhance their pricing strategies without requiring specialized knowledge in revenue management.
Key competitors in the revenue management software market include companies like Duetto, Pace Revenue, and Atomize. Smartpricing differentiates itself through its high level of automation, user-friendly interface, and seamless integration with various property management systems and channel managers.
When Smartpricing's founder approached me, they sought to audit their end-to-end go-to-market efforts by revamping their marketing messaging, positioning, performance marketing, and outbound programs in order to drive the next phase of growth.
Scope
During my collaboration with SmartPricing, I delivered a strategic scope of work to refine their go-to-market strategy, enhance messaging, and optimize go-to-market channels to drive pipeline and opportunities.
Month 1: Go-to-market Audit
Conducted a comprehensive go-to-market audit across paid, lifecycle, and outbound channels to identify opportunities for improvement and alignment with business goals.
Month 2: Email Lifecycle and Outbound Revamp
Revamped lifecycle and nurturing email sequences to improve inbound nurturing and activation rates.
Overhauled outbound email messaging to enhance personalization, clarity, and alignment with target audience pain points.
Developed an email deliverability guide to ensure optimal performance and maximum outreach success for outbound campaigns.
Month 3: Messaging Frameworks and Product Launch Support
Crafted new messaging and positioning frameworks for new products, focusing on differentiation and value delivery.
Designed and implemented landing pages Smartpricing free product, ensuring they effectively communicate benefits and drive conversions.
This engagement enabled SmartPricing to strengthen their go-to-market execution, optimize email campaigns, and position their new offerings for maximum impact, enhancing their ability to scale and thrive in the competitive B2B SaaS landscape.
Impact
These efforts positioned SmartPricing for scalable growth and improved market differentiation in the competitive B2B SaaS space.
Improved go-to-market alignment: Conducted a full go-to-market audit across paid, lifecycle, and outbound channels, uncovering actionable insights to refine execution.
Increased response rate from outbound: Revamped outbound email sequences with Instantly delivered an average 3.5% response rate, thanks to high deliverability management and compelling, personalized copy.
Clearer product messaging and launch execution: Delivered new messaging frameworks and designed conversion-driven landing pages for upcoming product launches.
This case study illustrates the value of a targeted, data-driven approach to marketing and product positioning for achieving meaningful growth in B2B SaaS markets.
