Scaling a SaaS Startup 📈

OLOID, an accelerating B2B SaaS platform, is known for features like advanced physical identity and access to all workplaces via a mobile-first approach. Over H2 of 2022 Oloid planned to scale their Paid Marketing efforts.

The goal of Oloid was to build social presence via paid ads while opting for a lean approach in terms of ad spend. The primary objective of this partnership was to launch curated Paid campaigns while also building Oloid’s social presence from scratch.

Challenges:There is no pre-defined roadmap to Growth in SaaS, it differs profoundly from one brand to another. While scaling a brand from scratch and setting them up for success, every strategy should focus on actionable metrics over vanity metrics.

I was assigned this client in August 2022. They already had existing campaigns running, generating an average of 18 leads. They were keen to double the lead count and achieve consistent monthly growth in both lead quantity and quality.

Strategy :

Building theme-specific campaigns across Paid channels

Creating dedicated Landing Pages to align with each theme

Experimenting with bidding strategies to identify the sweet spot for reducing CPL

Analyzing the results leveraged from different campaign structures to deduce the winning formula

Identifying the underperforming campaigns and optimizing them further to leverage the desired results

Keyword consolidation and implementing broadomation strategy

With this strategy, the leads doubled in August. September was great as well, we saw a dip in October but were able to pull up the performance in November to the highest ever.

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The leads quality improved MoM as well. Lead to MQL ratio increased from 65% to 80%. Lead to SQL+Opp ratio was 10-12%

We were able to get 4-6 opportunities every month from paid campaigns with a LTV of $10K

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Learnings for SaaS:

Testing LPs every 2 months/ making changes to the current LPs based on user data

Take continuous feedback from the sales team

Specified LPs for different usecases

Diversify the campaign types using different themes, locations

Play with matchtypes and portfolio strategies

Focus on sales disqualification