B2B SaaS Performance Creatives
Alejandro Arrazola
Bringing Complex SaaS to Life & Slashing CPL by 67.77% Through High-Performance Creative
🧠 Client Overview
Client: DCatalog
Product: B2B SaaS platform for creating interactive, auto-updating product catalogs from PDFs and Excel files
Stage: Scaling (10+ year company)
Objective: Launch Meta ads for the first time, improve client onboarding/adoption, and turn features into benefits that drive conversions
⚠️ The Challenge
DCatalog is an incredibly powerful product, but much of its innovation was hidden behind technical explanations, outdated templates, or scattered messaging. The brand was missing two things:
Performance creative that clearly explained their value to new prospects
Modern video assets that made onboarding and feature adoption effortless
They had no Meta ads running, no modern explainer content, and no cohesive visual system that reflected their premium, enterprise-level innovation. They needed not just execution, but strategic thinking and positioning.
🎯 My Goal
Make a complex, advanced product feel simple, premium, and easy to adopt, while creating a high-performing acquisition channel from scratch.
🎨 My Creative Approach
I developed a two-pronged system:
Ad funnel launch for Meta + YouTube: Built performance creatives that tested benefit-first angles across ad formats, while maintaining a premium, modern brand aesthetic.
Explainer & onboarding content system: Created VO-based walkthroughs, product demos, and feature explainers that turned overwhelming software into instantly understandable, visual use cases.
Key Creative Decisions:
🔹 Used clean, professional animated mockups showing real-time platform usage across devices
🔹 Focused all scripts on benefits, not features
🔹 Designed all visuals to reflect the elevated, reliable nature of the platform
🔹 Avoided on-camera talent and relied on tight scripting + VO to ensure scalability
📦 Deliverables
Performance ad videos (Meta, Google, YouTube)
Static ads for paid and organic
Product walkthroughs & feature explainers
Homepage and landing page video embeds
Email and sales enablement assets
🚀 Results
📉 67.77% drop in cost per lead (CPL)
🧠 2 new acquisition channels launched
🔁 Higher software adoption and retention, thanks to clear onboarding
🎯 Creative now used across website, sales, onboarding, and social
These videos didn’t just acquire users, they made those users stay longer and adopt more features.
🧠 Strategic Wins
Transformed technical product into scroll-stopping value stories
Opened entirely new paid traffic channels with full-funnel creatives
Created a modular system of content now used across marketing and customer success
Proved that VO-based explainers can drive retention without expensive production
🔮 What This Project Proves
If you have a complex B2B SaaS and you’re struggling to make people “get it,” I’ll help you bring your product to life.
From acquisition to retention, I build creative systems that lower CPL, improve LTV, and elevate the perception of your brand, all while being dead simple to execute and scale.
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Posted Jun 20, 2023
Lowered CPL by 67.77% and boosted adoption by turning DCatalog’s complex SaaS features into scroll-stopping ads and engaging product explainers.
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