Case study · B2B SaaS · 2021
Demand generation in a new, competitive market
How qualified leads grew 9.35x (37 to 346 per month) in 90 days for a new B2B SaaS product launch.
The problem
A new product, an empty funnel
Spectra-X Inc.* had released a new product. The priority was to gain momentum and fill the sales funnel with quality traffic and warm leads as soon as possible.
August 2021 — baseline
The strategy
Research first, then the right platforms
We brainstormed strategies for current client upsells and for new industries and segments with significant opportunity.
Right platforms, right campaigns
We chose the platforms and campaigns that reach the goal efficiently, applying our data, experience and research.
Custom audiences
Audiences were built from the insights captured on each platform.
Optimized landing pages
A purpose-built landing page for demo requests and inbound calls.
Search engine optimization
SEO work supported the paid campaigns.
The results
The highest quality and quantity of leads came from PPC
Campaigns were closely monitored, with changes based on:
- Analysis of search term reports and KPIs
- Adding negative keywords
- Refining keywords
- Testing content to focus on what resonates and converts
- Continuous improvement of copy, creative, CTAs and assets
November 2021
Before and after
August vs November 2021
*Spectra-X Inc. replaces the client's name for privacy. Figures are accurate but adjusted +/- 3%. Results are specific to this client and period; they are not a guarantee of future performance.
The solution
Quality campaigns, creative thinking, decisions based on data
That combination improved lead volume roughly 9x within 3 months.
The Apricot Agency — boutique B2B Google Ads and demand generation, Burlington, Ontario.