Saas Marketing

Wells Digital Media was approached as a preferred vendor for marketing and business development for a popular data storage software organization with goals of introducing an IPO to the general market.

The software had introduced several consumer-based services, with the goal of introducing more robust solutions that could be applied toward business applications.

The primary goal of the organization was to accomplish a $12 Million dollar revenue valuation within one year, with the ultimate goal of $20 Million within 2 years.

Wells Digital was tasked with the duty of testing new solutions and markets, finding a market and optimum cost fit for the clients, determining distribution channels that would prove to be most lucrative, and driving revenue for the solution.

Our initial solution:
Upon signing the agreement, we began producing demand generation through referral partners, worked with the internal team to offer referral bonuses, performed a 52-point data analysis to determine the ideal profile of the client, and performed extensive split testing to determine ideal pricepoint and ideal geographical adoption and penetration.

Our responsibilities:
Integrate internal marketing efforts with the ongoing marketing efforts of the client’s internal team to enhance the internal team’s bandwidth and access to expertise.

Our internal marketing team developed outbound marketing funnel development to assist in the client’s ability to capture a higher volume of leads and reduce bounce rates to their primary site.

Our internal content development team assisted with blogs and videos, explainer videos, and FAQs, leveraging internal expertise to build a narrative of the capabilities and limitations of the software.

Well’s team assisted with experimentation of company upsells, new market entry and retention methodologies through onboarding a team of 16 upsells and retention representatives. Our team developed SaaS training and development, discovered capabiities otherwise unthought of within the organization, such as utilizing the software as a CRM, built preferred representative profiles and psychographics built for maximum performance and retention of representatives, and sales consultation methodologies, including the ASK method, which increased sales numbers by 500% within the first 90 days.

Throughout 2019, we were able to accomplish a total sales volume of $15 Million, outperforming the client’s objective by $3 Million.

Methodology:

Well’s began by performing a comprehensive market analysis of competing products, including Google Drive, Box, and various other competitive solutions that would result in encroachment. .

Second, Well’s performed a cost analysis to determine an optimum market entry point to allow for a competitive market introduction of the business solution.

Third, Well’s developed the base wireframe for a business solution that would meet the base needs of an organization, including a basic amount of storage, continual presentation software improvements, business support, and the ability to add additional storage and templates for a modest premium.

Fourth, following ongoing business interviews and case study development, Wells’ worked alongside the internal team to develop a more robust solution based on the feedback loop that had been developed. This allowed for the SaaS solution to remain highly competitive, drive referrals which had been developed with its consumer-based solution, and monetize its Enterprise Solutions, which had been developed through our feedback.

Fifth, Wells’ ongoing support and marketing development allowed the SaaS solution to develop standard processes and procedures within its marketing department to bring its marketing internal. Our ongoing support allowed the SaaS solution to develop a standard Brand Style Guide, which allowed for the solution to secure its copyright.

Sixth, Wells conducted all outbound marketing and appointment setting on behalf of the client. This included lead generation, appointment setting with the internal and external teams, producing qualified prospects, and developing email nurture series to assist in conversion optimization.

Results:
Wells’ was able to produce $20 Million in accrued revenue, allowign the SaaS solution to go IPO. Wells actively works with this solution to optimize and conduct data analytics, however, marketing has been moved internal, as they have built out a robust team utilizing our methodologies and findings throughout out contract period.

The presentation software solution was acquired at a 2.4X multiplier, allowing for the organization’s Founders to make a $40 Million exit.