smartbarrel

How SmartBarrel cracked outbound sales—and slashed CAC by 6X

We share how Herald and SmartBarrel joined forces to create a 6X more efficient acquisition channel, transforming their sales strategy.
Introduction

The challenge of scaling beyond organic growth

Albert Boufadel, CEO of SmartBarrel, faced an unusual challenge for a fast-growing company. With zero churn and year-over-year growth, their inbound strategy was strong, but scaling lead acquisition remained a hurdle.
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‍Traditional methods fell short:
▪ Cold calling →Ineffective
▪ Cold email → No engagement
▪ Paid media → Low search volume
▪ Conferences → Costly and hard to scale.
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SmartBarrel had a clear ICP: U.S. construction companies still using paper but hesitant to adopt digital solutions. With no scalable conversion channel, they turned to Herald for a high-impact strategy.
The Strategy

A highly targeted, multi-sensory approach

After analyzing SmartBarrel’s HubSpot CRM and understanding their ICP, we formulated a bold hypothesis:
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If we could get SmartBarrel’s message into the hands of decision-makers in a tangible, compelling way, they would engage.
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To achieve this, we designed a digital brochure campaign that would:
▪ Capture attention with high-end branding and messaging. Deliver personalized video content to key decision-makers.
▪ Offer an immediate, clear CTA to schedule a demo.
▪ Track real-time engagement to optimize follow-ups.
step 1

Precision Targeting

Using SmartBarrel’s HubSpot CRM, we identified high-intent accounts based on historical engagement and firmographic data. These weren’t just random prospects—they were companies actively transitioning from paper-based systems to digital solutions.
step 2

Compelling visual identity & messaging

We crafted a bold, attention-grabbing design for the digital brochures, ensuring they reflected SmartBarrel’s trusted, tech-forward brand. Our messaging was empathetic and industry-specific, addressing the real pain points of construction companies hesitant to implement digital time tracking.
step 3

Personalized Video Content

Each decision-maker received:
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▪ A custom video message tailored to their company and role.
▪ A general demo video.

This level of personalization differentiated SmartBarrel from generic sales outreach and instantly established trust.
step 4

Overnight shipping & strategic follow-ups

Timing was crucial. Each digital brochure was shipped via FedEx overnight, ensuring that decision-makers received them at the start of their workday.
step 5

After delivery

We monitored engagement in real-time, tracking:
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▪ When and where the booklet was opened.
▪ How many times each video was watched.
▪ Whether the CTA was clicked.
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Armed with this data, SmartBarrel’s team executed perfectly timed follow-ups, reaching out at the moment prospects were most engaged.
The Results

 A 6X More Efficient Customer Acquisition Channel

The impact was immediate and measurable:

6X lower CAC

(Customer Acquisition Cost) compared to any marketing channel SmartBarrel had invested in over the last three years.

Conversion to demo calls exceeded expectations

proving that high-quality, hyper-personalized outreach drives engagement.

Scalable and repeatable process

offering SmartBarrel a sustainable outbound strategy beyond conferences and word-of-mouth.

Albert Boufadel and the SmartBarrel team

 had finally found an outbound channel that worked—without the inefficiencies of traditional marketing

Conclusion

The future of high-impact outbound sales

This campaign proved that outbound doesn’t have to be impersonal or ineffective.
By combining AI-powered personalization, premium digital brochures, and strategic follow-ups, SmartBarrel was able to:
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▪ Reach the right decision-makers at the right time.
▪ Differentiate from competitors still using cold emails & calls.
▪ Create an immediate, tangible connection with prospects.

With Herald, SmartBarrel now has a proven, scalable playbook to keep expanding its market presence—and unlocking even more growth in the years ahead.
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