More companies to reach. Only so many hours.
Finding the right benefits contacts takes research. For UrbanSitter’s lean sales team, that work competed with the need to keep reaching new prospects and building pipeline.
Madeleine Hargrave described the trade-off during onboarding: research each company in depth, or reach out to more people. Targeted outreach, she said, “eats up so much time in the day.”
CEO Lynn Perkins put it plainly: “I can’t afford to go through however many leads to find the one big potential partnership.”
A personal introduction, followed through
Distill helped UrbanSitter set up personalized email and LinkedIn campaigns for CEO Lynn Perkins, sales manager Madeleine Hargrave and partnerships lead Kevin Cruz, with follow-ups and support coordinating replies.
Each audience needed a different conversation. For employers, the message introduced caregiving benefits to HR and total-rewards teams. For brokers, the goal was to make UrbanSitter a company they would think of when a client needed a care benefit.
Meet the UrbanSitter team
Lynn Perkins
Co-Founder & CEO
Madeleine Hargrave
Sales Manager
Kevin Cruz
VP, Partnerships
A “gold mine hit”
Distill booked Lynn a meeting with a company that sells perks and benefits to employers. It already partnered with a large care provider to serve its biggest employer clients, but had no one serving its small and midsize customers, and it asked whether UrbanSitter could fill that gap as an embedded offering.
Lynn wasn’t sure about the meeting going in. Coming out, she handed it to Kevin Cruz, who leads partnerships, and he saw the same promise. “This is like a real lead,” she said. “Like that’s a legit lead.”
More doors opening with benefits leaders
At a nonprofit health system in Dallas–Fort Worth, the VP of Total Rewards proposed a 30-minute meeting with Lynn and asked her to send an invitation.
At a New York fintech focused on small-business lending, the Chief People Officer accepted her meeting invitation.
And at a Fortune 500 insurer, a Benefits Operations & Planning Manager explained the company’s existing vendor commitment and invited Madeleine to reconnect ahead of its next evaluation window.
“If this works, feel free to send an invite.”
One great connection changes the math
Partnership sales are slow and hard to see coming, and Lynn didn’t expect results overnight. But one unusual, high-value introduction, the kind her team couldn’t have spent the time to find, made the case for Distill on its own.
Alongside it, a proposed meeting, an accepted invitation and an open door ahead of a Fortune 500 insurer’s next benefits evaluation gave UrbanSitter’s sales team concrete next steps to pursue.