Case study on SaaS software company

SaaS Lead Generation: How We Helped a SaaS Software Company After Their Multiple Failed Campaigns to 73 Successful Appointments

Industry

SaaS

HQ

Bangalore, India

Company Size

35-60 employees

Field of Service

Team communication and collaboration

Target Audience

Businesses of all sizes

Service

Real-time messaging platform for teams, with channels, direct messaging, file sharing, and integrations with other apps.

The digital landscape is growing at a faster pace than ever before. SaaS companies are faced with multifaceted challenges as they seek to expand their operations and reach new horizons and obviously effective lead generation becomes paramount. Our client, a prominent B2B SaaS player, found themselves at a crossroads. Despite investing considerable time and resources into lead generation campaigns, the company found itself grappling with the harsh reality of limited success. After nearly five months of relentless efforts, the outcomes were disheartening- just three to four appointments for further discussions. This is when they decided to take the help of Chanakya Software in August of 2022.

Client Background

The client, headquartered in Bangalore, India, is a dynamic SaaS company specializing in team communication and collaboration solutions. Their innovative real-time messaging platform revolutionizes how businesses of all sizes interact and collaborate, offering a seamless digital workspace for modern teams.

With a robust suite of features, including channels, direct messaging, file sharing, and integrations with other apps, the client's platform empowers teams to communicate effectively, streamline workflows, and enhance productivity. From startups to large enterprises, their solution caters to diverse industries, facilitating smooth collaboration across global teams.

5 Months x 3 Campaigns = Next to No Results!

So what exactly are the reasons for disappointing results that our client faced when they tried to expand their reach, source leads and contact businesses with their product? We identified a few:

The team communication and collaboration space is densely populated with established giants like Slack, Microsoft Teams, and Zoom. It poses a challenge for our client to stand out amidst the competition.
With numerous platforms flooding the market with features, clients may feel overwhelmed by choice. The challenge lies in showcasing unique value propositions effectively amidst this feature overload.
Many competitors offer free versions of their platforms with limited features, complicating price differentiation for our client.
The diversity of businesses required them to identify the right fit for their services efficiently, avoiding inefficient broad targeting.
Purchasing decisions often involve multiple stakeholders with varying priorities and budgets.
Building brand awareness and establishing our client as a trusted player in the market was not targeted.
The shift between remote and office work has changed communication dynamics.

The Big Three

Despite their innovative offerings, the client lacked an in-house marketing team and faced challenges in developing a robust promotion strategy and generating leads effectively.
Aspiring to expand their market presence beyond India - especially to Europe and cater to businesses of all sizes, the client encountered obstacles in scaling their operations and reaching their target audience effectively.
Not being able to convert trial users.

Targeted Campaign for Europe

Since our client wanted to expand to Europe but their focused campaigns failed so we made it a specific goal in our lead generation efforts:

We conducted thorough market research to understand the landscape of team communication and collaboration solutions in Europe.
This also included market trends, competitor strategies, and consumer preferences to identify key opportunities and challenges in the European market.
Our content team developed localized content, including blog posts, ebooks, and guides, specifically tailored to address the needs and pain points of businesses in European markets.
Our marketing team Implemented geo-targeted advertising campaigns on platforms like Google Ads, LinkedIn Ads, and social media channels to reach businesses in European countries.
We designed landing pages and lead capture forms optimized for European audiences, featuring language and terminology familiar to local businesses.
Implemented email marketing campaigns with localized content and messaging to nurture leads captured from European regions, guiding them through the sales funnel.

Solutions Implemented by Chanakya Software

Targeted Content Marketing

We developed a comprehensive content strategy encompassing high-quality blog posts, ebooks, and guides tailored to address pain points of specific target audiences, such as startups, remote teams, and various industries.
Created compelling case studies and user testimonials showcasing successful platform implementations to build credibility and trust among potential customers.
Our experts also used marketing automation tools to personalize content delivery and nurture leads through targeted email campaigns, ensuring continuous engagement and relationship building.

Paid Advertising

Our marketing then strategically executed targeted advertising campaigns across platforms like Google Ads, LinkedIn Ads, and social media to reach relevant audiences and drive traffic to the client's website.
We implemented retargeting campaigns to re-engage website visitors who haven't yet converted, maximizing conversion opportunities and increasing brand visibility.
Because of how competitive the market was we experimented with various ad formats, including video and interactive ads, to enhance engagement and capture audience attention effectively.
Our expert team regularly tracked and analyzed campaign performance metrics to optimize return on investment (ROI) and refine targeting strategies for improved results.

Lead Capture and Nurturing

The B2B lead generations required us to design highly optimized landing pages with clear calls to action (CTAs) to capture leads effectively and encourage conversion.
Our team then provided valuable gated content to targeted businesses, such as white papers, to incentivize lead capture and provide additional value to potential B2B customers.
We implemented lead scoring mechanisms to prioritize high-value leads for the sales team, streamlining the lead qualification process and optimizing resource allocation.

Results Achieved

Total Leads Generated

Throughout the lead generation campaign spanning from August 2022 to September 2023, Chanakya Software successfully generated a total of 237 high-quality leads for the client.

Conversion Rates

The campaign showcased an impressive conversion rate of 13.9%, underscoring the effectiveness of the lead nurturing and engagement strategies deployed.

Cost Per Lead (CPL)

The cost per lead maintained an average of ₹1,388.40, illustrating adept resource utilization and remarkable cost-effectiveness in lead generation endeavors.

Return on Investment (ROI)

The latest calculated ROI stood at 203.52%, the campaign surpassed initial projections, ensuring a substantial positive impact on the client's bottom line.

Successful Appointments

The client was impressed by the remarkable results achieved during the lead generation campaign and eagerly opted for further facilitation in appointment setting services and Chanakya Software also facilitated a total of 73 successful appointments between the client and potential customers throughout the campaign period with 29 from Europe, providing invaluable opportunities for the client to showcase their offerings and drive sales.

Need help connecting with businesses for your SaaS company?
Contact us at lg.web@chanakyasoftware.com

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