The Ask
For years, our client was among the top-ranking providers of async video. But Loom.com and other new entrants began to crowd the space and capture more more share of market.
Following a competitive search for an agency, they engaged Merton Way to audit marketing, evaluate the brand and product strategy, and fashion a new go-to-market strategy.
Analysis of customer data found that the client was winning larger deals with lower churn from industries outside their current line of sight. Other findings uncovered opportunities to reverse SEO challenges and widen appeal of the brand through product-led messaging.
But to turn the ship, executives rightfully asked for data, market feedback, and other diligence before making changes.
The Work
The agency pursued short-term wins while setting the stage for broader changes. Audits of SEO and paid ads showed there were untapped upsides by reinvigorating content and targeting search engine marketing to greener pastures.
Meanwhile, Merton Way conducted 1:1 interviews with enterprise customers, poured through client data, and modeled the opportunities in other sectors. Average deal sizes showed to be higher with lower churn rates, and the client agreed to move out of its comfort zone. By creating a few case studies and focusing on product use cases, the pipeline soon grew bigger with more prospect in these more attractive sectors.
Other work included a 1,700 page website. Merton Way re-branded, redesigned the site, optimized for SEO, and went live in 89 days. The team produced new creative, video ads, and staffed and ran marketing while organizational changes could be put into place.
The Win
The first order of business was to boost marketing qualified leads (MQL) and improve the pipeline. Within 90 days, the client gain 69% more MQLs month over month with 488% increase in impressions. The cost per lead (CPL) fell 23%.
In the first nine months, annual recurring revenue (ARR) grew 411%. Conversions of MQLs into deals improved 48%. The average days from first getting a lead to conversion into a paying subscribers shrank by 55 days to just 15 days from first contact to booking.
With new pricing, new packaging, strong SEO and SEM, plus a new 1,700-page website, our SaaS client drove their own marketing makeover. The secret? Candor, creativity, and constant communication. Those helped the client-agency relationship achieve success in short order.
