Case Studies

3x sales leads increase and 75% drop in online advertising cost for successful software firm.

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.

Challenge

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.

Solution 

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.

Results

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.

Competitive intelligence analysis for the portfolio company of a major US PE firm

In a fast-moving and highly competitive market, this portfolio company and it’s PE partner were looking for a way to swiftly assess consumer sentiment across multiple locations for themselves and their competitors.

Challenge

Accurately analyse, filter and aggregate realtime social feedback data to swiftly identify consumer sentiment.

Solution 

We built a realtime digital scoring engine with natural language processing and an easy to use dashboard for our client. Results were displayed and filtered by performance, enabling management to quickly react to market changes.

Results

The portfolio company now has a window into the thoughts of their own consumers and those of its competitors. Not only can they respond to potential issues fast but they can also use the competitive intelligence available to identify changes in the market and the consumer sentiment of their competitors.

Supporting London PE firm to a 4x return in 3.5 years with a capital markets software company

Following a majority stake investment from a leading London PE firm and high net worth, active angel investor, this fintech software company was looking to overhaul its marketing operations.

Challenge

To fully understand the complexities of the capital markets business model. Update the brand, website and marketing to reflect this so that it was simple enough for potential clients to quickly consume.

Solution 

Working with management we designed a bespoke plan to update and optimise the highlighted areas with a roadmap of activities. This included initial roll-out which addressed the highest impact areas over the first 90 days.

Results

The plan was successfully rolled out for this company in 2016.  We were then retained on an ongoing advisory basis until 2019, when the company was sold to a leading global technology firm. The deal realised a 4x return for investors in 3.5 years.

Post deal due diligence of website, CRM and online advertising for a fast growing online retailer

Following investment from a London PE firm, this growing online retailer required an unbiased assessment of how its business was performing online and against competitors prior to significant optimisation work. This included CRM analysis to determine the data quality and the extent to which it could be used for active marketing campaigns.

Challenge

Segmenting and analysing the volume of customer data and huge range of products so that opportunities and friction points could be correctly identified. Working with the client’s proprietary website and ecommerce platform.

Solution 

A deep audit by our team of the firm’s online performance and CRM unearthed a series of areas for optimisation. We compiled a full report and met with management to discuss our findings and to create a plan to execute the highest impact recommendations.

Results

Utilising our audit and its recommendations the client was able to roll out a full action plan to optimise its online performance. Our CRM analysis identified a compliance issue that the client subsequently dealt with, potentially saving them significant legal costs.

Post deal brand and customer data analysis for well known UK retailer

Wholly owned by a UK PE firm, this mid sized company was in the process of restructuring its brand and was looking for more clarity on signals of customer intent.

Challenge

In an ultra competitive market, the ability to differentiate and stand out was a particular challenge.

Solution 

Utilising detailed analysis of the client’s own data, in combination with competitor data, we were able to display how competitor brands were performing and highlight areas where this company was underperforming.

Results

We identified a under addressed customer segment that had significant future potential if products were developed to specifically target them. The company was eventually purchased by a competitor looking to do exactly this.

Assessment of external online advertising capabilities for a nascent B2C technology firm

This mobile technology company, with significant stakes from two PE firms, was assessing its online advertising performance. At the time, advertising was being handled by its current digital agency. An alternative plan was being proposed by a competing agency.

Challenge

Assess the performance of the incumbent agency and the proposed new one, based on detailed data presentations from both.

Solution 

We assessed both digital agencies alongside partners from the PE firms involved. Following this we complied our findings and presented these back to the partners, allowing them to make an informed decision based on our detailed analysis.

Results

Backed by our experience and data analysis, the investors were able to make fully informed decision on which agency to use going forward.

Find out how we can help you drive new growth.

2 Portman Street
London W1H 6DU

Contact
03300 974493

Visit us on

© Copyright Excello Partners 2020