Part Analytics’ Alternative to Cold Outreach: Building a B2B Brand Through Customer Success
Every procurement leader’s inbox is flooded with sales pitches. In a recent episode of Category Visionaries, Jithendra Palasagaram from Part Analytics revealed why they chose a different path to building their B2B brand.
The Inbox Problem
“Nowadays, as you might, and the listeners might be familiar, everyone is getting a ton of email in their inbox,” Jithendra explained. “Companies trying to sell different things.” This reality forced Part Analytics to rethink the traditional B2B software go-to-market playbook.
Building from Experience
Their alternative approach started with deep domain expertise. “I working at a large multinational corporation, pretty much doing the job of our prospective customers,” Jithendra shared. This insider perspective meant they could speak their customers’ language and understand their challenges intimately.
Creating Success Stories
Instead of focusing on outbound sales, Part Analytics invested in making their early customers wildly successful. With ITW, a Fortune 500 manufacturer, they delivered “5% cost reduction their spend, reduce their shortages by more than 70%, and help the sourcing team consolidate all of their spend one platform.”
When the global electronics shortage hit, they proved their worth even further. “Over the last 18 to 24 months, there was a huge shortage of electronic components in the market and everyone was chasing for parts,” Jithendra noted. Their platform became essential: “Instead of the buyers searching for one part at a time going to different distributor websites, our software was able to aggregate all of that, send them a daily alert.”
Letting Customers Do the Talking
These concrete results created natural advocates. “What’s been really working well for us is our customer testimonials and customer referrals,” Jithendra explained. “Our customers that use a product really love it and they really see value from it. And that’s kind of where they go and talk about our product to people that they know.”
Leveraging Industry Knowledge
Their marketing isn’t just about customer stories. “Me and the Co-Founder Jessel, we both have experience in the space,” Jithendra shared. “Just sharing in terms of our knowledge, our experience in the space with our audience is a great way for us to kind of get in front of the right decision makers.”
This expertise helps them create content that resonates with their target market. Instead of generic sales pitches, they can speak authoritatively about specific challenges in electronics procurement and supply chain management.
Building Trust Through Value
Their approach to category creation also reflects this focus on substance over sales. “The way we think about this is actually a mindset of going early in the design phase or shift left,” Jithendra explained. By positioning themselves as thought leaders in design-to-procure processes, they attract customers who are looking for strategic partners, not just vendors.
The Results
This strategy has helped Part Analytics attract “several Fortune 500 companies as customers, as well as some medium sized companies.” More importantly, it’s created a sustainable growth engine that doesn’t depend on constant outbound sales efforts.
For B2B founders, Part Analytics’ approach offers several key lessons:
- Deep industry expertise can be more valuable than aggressive sales tactics
- Customer success stories are more compelling than cold pitches
- Thought leadership should come from real experience, not marketing spin
- Building advocate relationships matters more than building email lists
As Part Analytics works toward becoming “that market leader in this segment around electronics supply chain management,” their story shows that even in B2B software, there are alternatives to the standard outbound sales playbook. Sometimes, the best way to cut through the noise is to focus on making your customers so successful that they can’t help but spread the word.