An interview with Janet Eden-Harris, CRO at Campfinder

How did you end up at Campminder and what problem does Campminder solve for its clients?

Campminder's mission is to help camps and venues create more and better experiences. We provide the software platform to for camps to run their camp operations--from registration, staffing and activities, to helping them rent those facilities in pre- and post- season. I began working with Campminder in 2017 as a consultant to help them grow revenue and had so much fun I joined full time in 2021

As the Chief Revenue Officer, what are your main responsibilities at Campminder?

To focus on the company's growth, which spans winning new business, assisting existing clients to see the value in new solutions, go-to-market strategies, and marketing; as well as lending a strong voice of the customer in our decisions around new product development, pricing, packaging and new market development

To get a bit more technical, what are some of the acquisition channels that have worked well for and why do you think that is?Campminder

What role does your C-level team play when it comes to organising, operating and improving your marketing-sales funnel?

Our sales, marketing and payments teams are phenomenal. So talented. So dedicated to the customers we serve. And we all share a deep friendship. Leading them means empowering them to be as successful as they can be; getting obstacles out of their way; making sure they are in roles where their strengths are assets; making sure that everyone knows what success looks like. We value transparency, authenticity, wonder, giving joy, and holding each other to high standards.

At ColdFire, when we look at our clients' Lead Generation strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. If you had to summarise the high-level LeadGen strategy of Campminder, what would it be?

We have the advantage of a strong reputation in our industry and many customers who readily recommend us to others. So grow our revenue through a mix of top of funnel strategies. We have garnered a strong list of potential target customers and invite them to subscribe to our industry content. We leverage digital media such as Google ads and Capterra listings, and post content on social media. We engage with our current customers with both new offerings as well as engaging content that will help them run their businesses better. We host a bi-annual industry conference.

What is a Lead Generation technique that you've used at Campminder or at previous companies which you believe is underutilized at most C-level teams - and why?

Content. Content. Content. It's not a new idea. And it takes real work to pull materials together that provide true value to prospects and customers on a sustained basis that is not just a veiled promo. But a well-executed content strategy can build a steady pipeline of business opportunities

Lead Generation can happen using inbound and outbound strategies. Which has worked better for Campminder and why do you think that is?

Has your C-level team experimented with some kind of cold outbound strategy (like cold email)? If yes what was the general outcome and if no, why not?

Yes. You have to at least try it. And as we all expected, it didn't work. The chances that you'll a) actually reach a potential prospect, that b) at that moment has a need that we can fill, that c) has potential budget to use, and d) is ready to engage is tiny. Effective engagement with content that these prospects want to consume is a far better use of time and resources, so that when that need/budget/desire arises, we will be the first company they think of.