Today's Winning Strategies for CPG Brands: How Sarilla Successfully Turns Cold Leads Into Warm Leads on RangeMe
Sara Delaney, Founder & CEO of Sarilla, succinctly articulated the perspective of top-tier RangeMe subscribers when she stated, “RangeMe is not necessarily the place where you are going to close a deal, though it has happened for us. What it does is move a cold lead into a warm lead and starts to build that buyer relationship.” This perspective underscores how leading brands utilize RangeMe as an integral component of their strategy to engage buyers and navigate them through their sales funnel.
Delaney adeptly utilizes the platform's tools to maximize exposure for her brand and acquire the necessary insights to effectively engage buyers. Sarilla, based in Asheville, N.C., offers a line of alcohol-free social beverages crafted from organic and predominantly regeneratively-farmed ingredients, with aspirations to attain Regenerative Organic Certification. Delaney's journey began as an importer of loose leaf tea, leading her to experiment with formulations for fresh-brewed tea and eventually kegging the product for sale at breweries as a non-alcoholic option.
Despite facing challenges such as the closure of a brewery partner in 2020 due to the pandemic, Delaney seized the opportunity to pivot and scale up production, transitioning to offering her beverage in cans. Sarilla's line of sparkling organic teas, available in six flavors, reflects Delaney's commitment to quality and innovation.
Delaney's engagement with RangeMe began with a free account during Sarilla's initial phase offering loose leaf teas. After meeting RangeMe SVP of Customer Success Vir Satyan at a Flavors of Carolina event, where local brands connect with regional buyers, Delaney upgraded to a Premium account, recognizing its value in expanding her brand's reach and securing partnerships.
Delaney elaborates on how RangeMe facilitates the transition from cold leads to warm leads for Sarilla. By ensuring her RangeMe profile is optimized, Delaney increases the likelihood of discovery by buyers, regardless of their search method. RangeMe's insights feature provides valuable information on buyer engagement, guiding Delaney's interactions both on and off the platform. These insights inform her approach to engaging buyers, enabling strategic follow-up actions tailored to buyer behavior.
Maintaining patience is another crucial aspect of Delaney's RangeMe strategy. Recognizing the lengthy sales cycle in the CPG industry, particularly with mass retailers, Delaney emphasizes the importance of persistence and timing in securing placements. Despite challenges, she remains committed to leveraging RangeMe as a catalyst for building buyer relationships and pursuing opportunities, big and small.
Delaney's experience exemplifies the transformative impact of RangeMe for emerging brands like Sarilla, serving as a conduit for meaningful connections and strategic growth. Through RangeMe, Sarilla has secured partnerships with prominent retailers such as 7-Eleven and National Grocers, underscoring the platform's role in facilitating brand success and expansion.
