case study:
Transforming the Launch of a SaaS High-Ticket Product
name
B2B SaaS Platform (Undisclosed)
type
SaaS High-Ticket Product
date
Oct 2024 – Jan 2025
service
Paid Media Strategy & Execution
The Challenge
The company faced significant hurdles rooted in its history:
- Legacy Issues: The initial product, a B2C benefit card, was poorly communicated, leading to widespread customer confusion and complaints. This tarnished the brand’s reputation.
- Market Shift: Realizing the product’s true potential as a B2B solution, the company developed a disruptive, AI-driven CRM. While innovative, it was distinct from traditional CRMs, creating challenges in marketing and positioning.
- Dual Challenges:
- Rebuilding Trust: Shifting the brand narrative to distance the new product from past negative perceptions.
- Educating the Market: Clearly communicating the product’s unique value and differentiation in a competitive and skeptical B2B environment.
The Solution
To address these challenges, we implemented a comprehensive, multi-faceted strategy:
Educational Landing Pages
- Crafted detailed pages explaining how the product works and its unique features
- Highlighted measurable benefits such as increases in re-purchases, client retention rates, LTV (Lifetime Value), and overall customer satisfaction, backed by compelling data
Social Media Video Ads
- Produced engaging video content simplifying complex product features and showcasing real-world use cases
- Videos significantly boosted acceptance rates and conversion rates, making the product more relatable and trustworthy
Funnel-Based Marketing Structure
Designed campaigns for every stage of the funnel:
- TOFU (Top of Funnel): Raising awareness and generating interest
- MOFU (Middle of Funnel): Educating prospects about the product’s benefits.
- BOFU (Bottom of Funnel): Encouraging conversions and building trust. Tailored messaging for each stage to guide prospects seamlessly through the decision-making process.
Tailored messaging for each stage to guide prospects seamlessly through the decision-making process.
Performance Metrics
From October to January, the campaigns demonstrated steady improvements:
Lead Generation Success
- October: Generated 77 MQLs across Google and Facebook.
- January (first two weeks only): Delivered 42 MQLs, highlighting consistent performance despite a shorter data collection period.
Cost Efficiency Improvements
- Combined Cost per MQL:
- October: $63.92
- December: $53.16 (16.8% improvement).
- January: $53.73, maintaining the December gains.
Audience Engagement
Video ads significantly increased engagement, rebuilding trust and driving interest in the product.
Market Repositioning
The funnel-based approach effectively educated the market, clarified the product’s unique value, and established it as a leading B2B solution.
Conclusion
This case demonstrates the power of strategic marketing in launching and positioning a SaaS High-Ticket Product. By combining educational content, engaging video ads, and a structured funnel approach, we achieved:
- Improved cost efficiency (16.8% lower Cost per MQL)
- Consistent lead generation despite shortened periods
- Enhanced brand perception and audience engagement
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