A Full B2B SaaS Marketing Funnel for One Restaurant Audit Software Company
Type of SaaS
Auditing and Operations SaaS
Verticals
Restaurant, grocery, convenience, hospitality, and gym industries.
Services Provided
Full-service SaaS marketing; including optimizing organic and paid strategies, content marketing, PPC campaigns, website optimization, and retargeting initiatives.
The Company
MeazureUp is cloud-based restaurant audit software that helps stores and district managers improve brand perception, provide consistent customer experiences, and ensure operations and processes are performed on time, every time. Their software provides leaders in the restaurant, grocery, hospitality and gym industries visibility into what is happening across all their stores in real time. MeazureUp has been a Bay Leaf Digital client since 2020.
The Challenge
When MeazureUp initially partnered with our experienced pros, their customer acquisition efforts were outbound-only and their limited resources were stretched thin. Identifying prospects and landing new accounts was costing too much time and money. Their team was not generating any leads from paid or organic digital marketing.
We worked with company leadership to develop an eye-catching website that would express empathy with prospects’ pain points, educate around MeazureUp’s solutions, and engage visitors to drive conversions. We tested channels to determine which social media platforms and publications would lead to the fullest B2B SaaS marketing funnel and fastest ROI.
Our first case study tells the story of how we created explosive growth for MeazureUp by putting those strategies into action, generating a 500% increase in organic traffic and doubling SQLs in only six months.
We had helped MeazureUp prove product market fit and transition to an inbound-centric marketing plan. The next mission would be to help the company scale up efficiently.
The Solution
Scale Up with a Full-Funnel Marketing Strategy
Analytics proved that our inbound marketing efforts were resulting in quantified success for MeazureUp. Scaling would require growing marketing reach, generating more high-quality prospects, and converting a higher percentage of leads into users for the company’s restaurant audit software without increasing the cost per lead or customer acquisition costs that we had established for a smaller target audience.
Always primed to take on a challenge, our specialists designed and launched a 3-year, full B2B SaaS marketing funnel strategy. We:
Cultivated a strong SEO footprint through a combination of relevant content, good technical SEO, and an authentic backlink profile.
Leveraged opportunities on paid and organic channels to increase brand awareness.
Created content to engage and educate prospects at the top, middle, and bottom of the funnel.
Automated personalized email sequences to nurture leads at every stage of the buyer’s journey.
This proven 4-armed marketing machine does more than generate more leads at a lower cost per acquisition. It works so efficiently that it results in additional “free” lead for our clients. First, ads make targets brand aware. Then they digest great content and go to a fully optimized website where they convert and become customers.
The Results
Accelerated Growth
Bay Leaf Digital is a metric-minded SaaS marketing agency. Every campaign we implement is monitored and assessed regularly so that we drive decisions with data, always knowing when to stand pat and when to pivot. Analysis of MeazureUp’s results demonstrated remarkable achievements:
77% of all new deals in the first half of 2024 were directly attributable to inbound leads.
On average, those inbound sourced deals were 78% larger than outbound sourced deals.
By the end of Q2 2024, more closed deals were attributable to our inbound marketing than to MeazureUp’s own multi-touch outbound SDR efforts.
We’d flipped the script but what was behind our extraordinary success for this restaurant audit software provider??
We wanted to know more. To gain clarity, we compared SQL figures to conversion metrics around closed deals. Results demonstrated that the quality of leads generated by inbound marketing was 12x better than those that came from outbound efforts.
Not only did our work drive more new business for MeazureUp than the company generated internally, but those deals were responsible for more revenue and higher profits.
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