SaaS Go-to-Market Strategy Leads to Quick Product Expansion
Type of SaaS
Localization SaaS
Verticals
Global retail, financial services, manufacturing, hospitality, tech and more.
Services Provided
Go-to-market strategy development, market research, multi-channel PPC campaigns, website and landing page development.
The Company
The company (which prefers we not share its name) offers an end-to-end managed localization platform that provides effective, engaging website translation with just a few clicks. For more than 20 years, they have helped global businesses in retail, financial services, manufacturing, hospitality, tech and other sectors reach more customers and expand into new regions.
The Challenge
After two decades of sales-led growth (SLG) motions targeting enterprises, our client’s sights were set on a market expansion of their own. They needed support to devise a SaaS go-to-market strategy and implement a product-led growth (PLG) motion that would promote a new self-service product.
It would be necessary to overcome two key obstacles:
The new product had to stand out in a crowded website translation space. Numerous self-service options were already available, ranging from free platforms with limited capabilities to more attractive, feature-rich software.
The company needed to achieve this intended market expansion without cannibalizing demand from its well-established flagship product.
The Director of Marketing wanted help bringing his new product to market. He says, “We knew that finding and hiring an experienced team of SaaS digital marketing specialists would be critical to a quick and successful launch.”
He partnered with Bay Leaf Digital to focus exclusively on developing and executing a SaaS go-to-market (GTM) strategy.
The Solution
A GTM Strategy Informed by Comprehensive Market Analysis and Deep Competitor Research
Our team began an extensive investigation of the competitor space, analyzing vertical focus, customer perception, and customer satisfaction to fully understand how other products were positioned in the market. Armed with this data, our experts:
Advised the C-Suite and Director of Marketing about gaps in the new product design that needed to be closed to effectively compete with market leaders.
Developed a GTM plan targeting specific verticals where we found gaps in competitor positioning.
Tested value proposition copy across verticals.
Created an animated mascot to connect with the target audience. Now in use across all messaging for both products, the mascot personifies our client’s brand personality and brings cohesion to its marketing.
Ultimately, Bay Leaf Digital’s SaaS go–to–market strategy for the new product comprised more than 40 campaigns spanning three channels, with over 350 ads running across 15 verticals.
The Results
Within just 4 months, Bay Leaf Digital turned the new product into a viable, positive-ROI SaaS for our client.
By the end of our 8-month turnkey engagement, we had achieved our target cost-per-lead and driven the cost of customer acquisition targets below the threshold required to demonstrate the value of the new product. We proved that it could not only work as a standalone product but also that it could serve as a gateway for new customers, initiating a relationship and opening the door to conversations that would conclude in upgrades to the company’s flagship product.
As a result of Bay Leaf Digital’s GTM strategy and implemented marketing motions, our client generated hundreds of leads at 42% less than what was originally projected. 54% of those became an opportunity and about one-fifth qualified for its flagship product.
The Director of Marketing concludes his comments with, “Bay Leaf Digital did great work for us. Both our Director of Strategy and our Growth Marketer were creative, accessible, and responsive. Without their help, we couldn’t have brought our new product as far along as quickly as we did.”
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