Building Significant Revenue with Inbound Marketing from Israel: Pepperi CEO Ofer Yourvexel (Part 4)

Sramana Mitra: Was there also a visual merchandising element to the segments you were working with?

Ofer Yourvexel: Definitely. It’s not just about the product. The brand managers want to control the way their retailers are presenting it. There is an element of making sure that the retailers are complying with the way that they promised to present it and to track what the competitors are doing. You get it from the field. There’s a lot of merchandising features in the segment. They are not the typical features that you’ll find in traditional CRMs.

Sramana Mitra: Who were your first customers? You said people were downloading the app from the app store. How did they find out that such a product was there? Did you do any kind of marketing? How did you acquire these customers and who were the first adopters?

Ofer Yourvexel: When we started with the warranty, one of the biggest problems was that no one searched for what we are offering. There was no point in doing SEO or PPC. I was trying to find words but I couldn’t, but when we moved over to this segment, it was very easy. We thought what people would be searching for and we were right. Immediately, we saw an amazing traffic. When we did the pivot, we invested immediately in PPC and SEO. Back then, Google was not as tough as they are today. We were quite successful in tracking traffic to the words that we thought were relevant. Typically, you would start with PPC and see if it’s relevant.

Sramana Mitra: What kind of keywords drew you the PPC traffic? I’m trying to understand what the positioning was of the product. You couldn’t be positioned as CRM because there’s too many CRMs.

Ofer Yourvexel: You’re right. People in this segment were not searching for CRM. There are not a lot of searchers but when people are searching for order-taking app, it’s definitely what we’re doing – or sales rep app. The word app is very important. We found out that these are words whose level of searches are not so high. Typically when they search, it’s more about what we are doing than about CRM.

Sramana Mitra: Probably, they almost self-selected themselves to identify as serious buyers who are looking for something very specific.

Ofer Yourvexel: Yes.

Sramana Mitra: The first customers that you got, was there any segment bias? Where did you see traction?

Ofer Yourvexel: The traction was more around the slow movers, which are the fashion segment who suddenly wanted to sell differently. Fashion is very wide. You have the accessories within fashion. You have apparel and shoes. Each one of them has a bit of a different requirements. Form the warranty process, we were very successful with watches. This is where we started.

We were strong with jewelry and watches at the beginning. In the beginning, it was the biggest segment. We, quite quickly, moved to all other segments. We are vertically agnostic right now. Although there are different requirements for different verticals, we adjusted. One of the most important thing in the application is to make it flexible enough so that different industries will be able to use it and still get their required features and work flows.

This segment is part 4 in the series : Building Significant Revenue with Inbound Marketing from Israel: Pepperi CEO Ofer Yourvexel
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