How NJ Media Used Mailigen and Pipedrive to Pivot into a New Niche Market and Find 7 New High-Value Clients

NJ Media Case Study
  • Thanks to Mailigen’s features, NJ Media reduced their sales process from 20-40 days to 11 days
  • They were also able to use the tools to identify a high-value market and begin expanding into North America
  • The company had a record month in April, despite the global economic downturn

With the help of Mailigen and Pipedrive, marketing agency NJ Media identified a niche market that would bring high returns, discovered and converted seven prospects in that market into customers and started marketing to European, American and Canadian forestry businesses.

Latvian marketing agency NJ Media helps companies systematically attract new customers through paid advertising. The team of four (three are involved with sales) also market and sell their own infoproduct: a course on how to set up and manage Facebook ads and create funnels for the leads that come from them.

How Mailigen helps NJ Media

CEO Niks Jansons began using Mailigen when he founded NJ Media at the end of 2018, as he was familiar with it before, and then adopted and integrated Pipedrive at the start of 2019.

Niks hadn’t used an email marketing automation tool before Mailigen and discovered the benefits quickly.

“We send prospects emails to book a call with us, so that’s very useful,” explains Nik. “With personalization, it seems like I am sending the confirmation email myself to prospects. It helps us shorten the process. Before I just had it sending broadcasts, now I’m using Mailigen like a system.”

Since the team has implemented an automation, with personalized emails warming up prospects, they have shortened the sales process from 20-40 days to an average of just 11 days.

How NJ Media integrated Pipedrive

“Now I’m using Pipedrive, life without it would be hard,” says Niks.

Niks checked out a lot of CRMs before choosing, but ultimately settled on Pipedrive, as it was the best for his needs.

“It’s easy to oversee, the reports are very good and the Zapier integrations are very good.” (At the time of writing, Mailigen and Pipedrive are yet to be fully integrated.)

Using Zapier, Niks has integrated Pipedrive and Zapier together, and with his subscription landing page, so that anyone who comes into his lead generation email flow is also tracked in Pipedrive.

Depending on their reactions to the emails, leads are moved through the Pipedrive deals pipeline. Niks gives an example:

“One thing that is very cool: when they sign up, they have the option of booking a strategy session with us. If they do this through Calendly, it will automatically move them to the corresponding stage of the process in Pipedrive.”

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Performing well, despite the global situation

Thanks to their easily trackable and flexible sales process, NJ Media had a record month in April 2020, despite the global economic situation.

“A lot of clients are jumping off and deciding not to work with,” admits Niks, “because of the scarcity, or because they're scared of what could happen to the economy. Everybody feels it a little bit.”

Strong results have helped give Niks and the team the confidence to expand globally into new markets, as now they are looking for new customers outside Latvia—in Europe and North America. However, they’ve pivoted cleverly in order to increase their chance of success.

Creating a new business for a new niche market

With the help of Pipedrive’s analytics, Niks was able to identify their highest-value customer in Latvia and the industry this customer was in: forestry.

Within Latvia, Niks and the team then targeted companies within this high-value industry and, by cold calling them, won seven new clients.

At the same time, they created a new website and company for the English-speaking market, which manages forestry companies’ online paid advertising campaigns: Grow Your Forestry.

“The forestry market in America and Canada is huge,” explains Niks. “There we can be the best in the world in that niche.”

You can try Pipedrive and Mailigen for free.

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