RXBAR designs protein bars that are maximized for nutrition, ingredient quality, and taste. With fewer than eight whole food ingredients in each bar and no artificial preservatives or added sweeteners, RXBARs are a clean start, a strong finish, and a healthy snack. RXBAR does business with B2C consumers, independent retailers, and national retailers.
“We really want to create a relationship with our end consumer. We work with small groceries, coffee shops, gyms, small business owners, specialty retailers — our goal is to understand the needs of our consumers and to stay in close contact, which is unique in the consumer product goods space—most CPGs are separated from their consumer by distributors and huge retailers,” explains Sam McBride, Co-Owner of RXBAR.
Getting to Know The End Buyer
To create that meaningful relationship with their end buyers, RXBAR needed real-time data and a single source of truth. This was difficult with the systems they had in place prior to Pardot and Salesforce.
“Most CPG companies don’t know who their customers are or how to communicate with them. They know the demographics, but they don’t necessarily know the marketing activities. With Pardot, we’re doing a better job of listening and understanding our customers. On the B2C side, our customers tell us how often they customers working out, what nutritional changes they are making, and how they are eating our product so that we can continue to deliver exactly what they need out of a healthy snack. On the B2B side, we learn about the products our B2B partners are retailing, why, and how RXBAR fits into the equation,” expounds McBride.
Pardot allows RXBAR to maintain contact with their buyers in order to keep their value proposition top of mind. Especially with independent retailers, it can be difficult to maintain tens of thousands of relationships directly. Pardot’s email capabilities have been critical to this effort, and have helped them activate both the B2C and B2B spaces. Based on quantity and timing of a customer’s order, RXBAR connects in a timely, personalized way, helping scale marketing efforts, increase sales, and maintain close relationships with their customer base.
Managing the Business from Anywhere
RXBAR’s sales team has been using a combination of Pardot, Salesforce, and Desk.com to gain insight into buyer activities and personalize their follow-ups accordingly.
“In the CrossFit space, for example, giving our channel manager a tool that allows him to contact a thousand people in a day, with a personalized touch, is phenomenal,” says McBride. “We’re a very lean team. What’s beautiful about Pardot is that we’re able to manage the business and continue to push sales from the road.”
Seeing Results Right off the Bat
RXBAR’s very first campaign with Pardot resulted in a 300% ROI boost. Within six months, that ROI had soared to 1000%, easily paying back the investment in Salesforce, Pardot, and Desk.com.
“We want to have a closer connection with our customers than any other CPG company on the planet. That’s the only way we’ll continue to create products that they really love, and we couldn’t do that without Salesforce and Pardot,” finished McBride.