top of page
Sustainable Demand Generation
Case Study

Client Overview

This B2B SaaS startup's offering is a project management platform for small and medium-sized businesses in the construction industry.  They had a strong product but struggled to generate consistent leads and shorten their sales cycle.  Their existing marketing efforts were disjointed, resulting in low conversion rates and an unclear return on investment (ROI).

Challenge

Significant challenge in generating sufficient demand for their product. Their marketing efforts lacked focus and alignment with sales, leading to:

  • Lengthy Sales Cycles: Prospects took an average of 4 months to convert.

  • Low Conversion Rates: Only 5% of marketing qualified leads (MQLs) converted to sales qualified leads (SQLs).

  • Inefficient Marketing Spend: A substantial portion of their marketing budget was wasted on ineffective campaigns.

  • Poor Sales & Marketing Alignment: Sales and marketing teams operated in silos, leading to communication breakdowns and a lack of coordinated effort.

Solution

We implemented a comprehensive demand generation strategy focused on aligning sales and marketing, creating a coordinated approach to lead generation and conversion.  Key elements included:

  • Account-Based Marketing (ABM): We identified high-value target accounts within the construction industry and developed hyper-personalized campaigns tailored to their specific needs.

  • Content Marketing: We created high-quality content (case studies, webinars, blog posts) designed to attract and nurture leads through the sales funnel.  This content was strategically promoted across various channels.

  • Multi-Channel Marketing Automation:  We implemented marketing automation software to streamline workflows, nurture leads, and measure campaign performance.  This increased efficiency and allowed for more personalized engagement.

  • Sales & Marketing Alignment: We facilitated regular meetings and established clear communication channels between sales and marketing teams to ensure alignment on strategies, messaging, and lead qualification.

Accomplishments

Accelerated Sales Cycle

Reduced average sales cycle by 60% (from 4 months to 1.5 months).

Increased Marketing ROI

Improved marketing ROI by 85%, demonstrating a significant increase in efficiency and return on marketing investment.

Enhanced Brand Awareness

Increased website traffic by 150% and generated a 75% uplift in social media engagement.

Improved Sales & Marketing Alignment

Increased conversion rate of MQLs to SQLs by 200% (from 5% to 15%).

Conclusion

By implementing a robust demand generation strategy, this startup significantly improved its lead generation, shortened its sales cycle, and boosted its marketing ROI.  The successful alignment of sales and marketing teams resulted in a dramatic increase in high-quality leads and ultimately contributed to substantial business growth.  This client's story showcases how a holistic, data-driven approach to demand generation can help B2B SaaS startups achieve true sustainable growth.

bottom of page