Following a majority stake investment from a mid-market PE firm in London, this growing software company required a complete overhaul of its existing marketing activities and assistance with launching a new SaaS product.
A detailed audit of current online and offline sales and marketing activities highlighted a number of areas for improvement. These included the representation of the brand, its collateral, online advertising, sales funnels and digital lead generation processes. The new CEO set an ambitious target of optimising ad spend so that all marketing activities would effectively be cost neutral over the following 12 next months. In addition, we conducted a detailed planning exercise for the launch of their new SaaS product, including assessing the target audience, conducting competitor analysis and designing a full-spectrum marketing plan.
Working with management we built a bespoke plan to update and optimise the highlighted areas with a roadmap of activities covering the first 90 days, initially rolling out to address highest impact areas.
Significant potential efficiencies in their online ad campaigns were identified and targeted. Upon executing these changes we were able to reduce ad spend by 75% and increase lead volume by 3x, thereby exceeding the CEO’s target of being cost-neutral. We then rolled out the planned overhaul of the firm’s marketing activities and worked with them to successfully launch their new SaaS product.