An agile marketing approach to SaaS success

Reward Gateway needed to take an audience centric approach to define themes and topics that appealed to the SME market, understand where and how existing content could be adapted and explore new marketing methods that could rapidly acquire clients and secure the Annual Recurring Revenue (ARR) required to demonstrate success. This also meant rethinking how leads were qualified and routed to sales teams, ensuring only sales-ready SMEs were passed on, freeing valuable sales resource.

We worked with the RG4SB team to rapidly research and understand the audience personas and implement an experimentation-based approach to test, learn, and optimise activities and processes in short sprint cycles. We focused on setting experiments and optimising across social media, inbound marketing, events, nurture flows, high-value content, LinkedIn prospecting and a limited free trial offer. This meant RG4SB could reach the new SME audience and convert them through the sales funnel at each stage of the buyer journey. Alongside this, we optimised lead qualification processes to reduce low-value follow-ups and allow sales to buy.

The limited free trial and associated campaign messaging significantly increased traffic and generated qualified leads. Reduced cost-to-serve eased pressure on the sales team by ensuring only the most promising SME leads required direct engagement. Combined with the agile marketing strategy implemented by the RG4SB and Bright this drove continual improvement throughout the acquisition funnel and reduced churn.