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.

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Introduction

Who is SmartBarrel?

SmartBarrel is a construction technology company based in the U.S., focused on streamlining workforce management through smart jobsite hardware and software. Their tools are used by top general contractors across North America to track labor, compliance, and productivity in real time.

The sales team at SmartBarrel had tried everything to connect with a key list of leads including outbound emails and paid ads but nothing stuck. They needed a way to stand out and make their message land.

The Strategy

A bold move in sales strategy

SmartBarrel partnered with Herald to test a new form of outbound: one that blended the tactile power of physical delivery with the precision of AI-personalized video.

They launched a campaign of 100 Heralds, each one a custom-designed booklet with an embedded video. The content featured their CEO, Albert, speaking directly to each prospect via a digital clone.

Designs were tailored by region featuring different client logos in New York and Arizona to build immediate relevance.

process

The process

We kicked things off by meeting Albert at SmartBarrel’s office to record base footage and co-define the sales narrative. After generating his AI clone, we built two region-specific designs and finalized the message flow in close collaboration with Yana, their Head of Sales.

Using a shared Slack channel and Google Sheets, the SmartBarrel team reviewed and approved every element of the campaign. Once the list was finalized, we handled production, fulfillment, and shipping.

While a few booklets were damaged in transit, the overall campaign hit its mark and more.

conclusion

The results

6X lower customer acquisition cost vs. previous channels
2X engagement rate compared to email
Repeat campaign requested immediately after launch

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