“We were on a hyper-growth trajectory and going through multiple acquisitions a year,” recalls Lacey Ford, former Senior VP of Marketing at insightsoftware, a financial reporting solution provider. After 14 acquisitions in the space of just a couple of years, "what we needed was to build the foundational elements to scale the business as quickly as possible,” Lacey explains.
From a marketing perspective, there were three fundamental areas insightsoftware needed help developing: getting the team structure right, building the data infrastructure, and scaling the demand gen engine.
Read on to hear how Lacey and insightsoftware managed to:
“One of our biggest challenges was the fact that our entire lead flow was single-channel,” David Setzer, Founder and CEO at Mailprotector explains. “We work in a community environment, so it's a very event-driven lead flow. That was working great, but after raising our series A, we needed to expand the inbound lead channels to more than just relying on one channel. It can be cyclical at times, so being able to have a consistent lead flow and also tap other potential partners that aren't at events or in these communities was just absolutely critical for us.”
With their new funding, Mailprotector was poised to grow. But they had been playing zone defense on marketing, and they knew they needed some support here to help them build their pipeline in a data-driven, scalable way.
David first met Shiv Narayanan, Founder and CEO of How To SaaS, at a private equity entrepreneur event. He soon realized that they completely aligned on their philosophy of the...
If your business already has a mature marketing function that delivers a steady flow of leads, it's tempting to let marketing continue on autopilot while you focus on improving other functions. But, chances are, this approach means you miss out on even higher conversion rates, lower CAC, and more closed-won deals that are easily within reach. As security and automation software company HelpSystems discovered, businesses in this situation are in an ideal position to make low-effort but high-ROI adjustments to existing campaigns and processes.
Although HelpSystems already had an effective marketing engine in place, they wanted to further increase the number of quality leads they were generating. “While we were continuously patting ourselves on the back for all the great things we were doing, we wondered what else we could be doing,” recalls Mike Devine, Vice President of Marketing at HelpSystems.
Mike Lipps, CEO at Intelerad, has been working with private equity-backed companies for years, so he understands what it takes to rapidly scale small, founder-led organizations. “Functions like demand generation and brand building need to become more process-driven instead of individual heroic catches,” Mike explains. So when Mike and private equity investors Hg came to Intelerad in 2020, the demand generation process was one of the areas they looked at first.
Intelerad’s platform was clearly creating value for customers: They had sky-high customer satisfaction ratings, including net promoter scores of 55+. The company was achieving consistent double-digital organic growth based on the quality of the product and word of mouth, but Intelerad wasn't as well-known as its customer success deserved.
Intelerad's demand generation was primarily event-driven, boiling down to one or two key events that drove 85%+ of the pipeline for the year. Relying...
“Our organization hadn't really spent a lot of focus, time, energy, or money on marketing ourselves,” explains Nick Belenky, EVP Sales at Top of Mind Networks. As the leading mortgage CRM, the team knew this was an ironic situation to be in. Top of Mind had been so focused on giving a great product experience and helping customers market their businesses that they weren’t maximizing the marketing opportunities for their own solution.
This isn’t an unusual position for SaaS companies to find themselves in. Often, marketing to existing customers and supporting Product and Customer Success takes priority while the potential for marketing-led growth takes a back seat.
The Top of Mind team knew they needed to build their web presence and make it easier for new customers to find them. But they didn't want to waste time on haphazard experimentation without knowing what outcomes to expect or which KPIs to track.
Following a recommendation from...