CASE STUDY
3x Revenue Increase to £3M ARR for MarTech SaaS Scale-Up
About the Company
Driftrock is an integration SaaS solution for marketing teams. #martech
Their key Job-To-Be-Done focused on marketing teams needing to securely move customer lead data between marketing platforms like Meta, Google and LinkedIn and their Customer Relationship Management systems (CRM).
Challenges
Flat revenue growth at ~$1M ARR for +2 years.
SMB customers often churning to cheaper alternatives or demanding price reductions.
Diverse customers across Automotive, Publishing, Beverage & Alcohol and Education.
Many custom features and high service agency-style solutions.
Multiple features with low adoption.
Analysis
After running a positioning framework workshop with the 20 person team, we identified our Ideal Customer Profile, from the existing customer base who:
Had highest retention, e.g. +5 years
Had high value and usage of the product, +10K data transfers per month
Paid high value contracts, e.g. +$100K pa
These customers were all large consumer brands in the Automotive industry, including BMW, Jaguar Landrover, Ford and Stellantis.
We identified products and features that highest adoption/usage from existing customers AND those that had high interest in sales calls with prospective customers.
Action
Relaunched the website with new positioning focused on the Automotive Industry with a more premium-feel design details and tone of voice:
“The Automotive Marketing Platform”.
Simplified feature offering to 3-4 core, high value products features:
Conversion API
Lead Management
Affiliate Publisher Management
AI Assistant (Coming Soon)
Focused website messaging on the differentiate value of revenue increases for Automotive clients using industry focused wording:
“Driving $270M of New Vehicles Sold”
Go-To-Market switched to Account-Based Marketing strategy:
Removed free trial sign-up from homepage, discouraging non-relevant SMB inquiries.
Stopped broad-based Search Engine Marketing (SEM) and Social campaigns.
Re-allocated marketing resource towards thought leadership content and targeting key buyer personas at ICP Automotive Brands via LinkedIn.