Scaling a SaaS business, particularly in the competitive HR-tech space, comes with unique challenges. For SaaS scale-ups with over €1 million in investment, like one we recently spoke with, their goal is to build recurring revenue streams while growing rapidly. With a strong in-house sales team ready to handle more leads, but no dedicated in-house marketing team, they face high growth targets and need to scale efficiently. In this article, we will explore the core challenges they face and how The Growth Agency can help accelerate their growth.
Generating Bottom-of-the-Funnel Leads First
One of the primary goals for this HR-tech SaaS scale-up is to generate more leads, starting with bottom-of-the-funnel prospects who are ready to convert. Given their strong in-house sales capacity, they are well-equipped to handle an influx of high-quality leads. Our focus will be on driving bottom-of-the-funnel leads initially to help hit short-term revenue targets and maximize the existing sales potential.
How The Growth Agency Can Help:
- SEA & Paid Ads Strategy: We start with high-intent Google Ads campaigns, targeting those who are already searching for specific HR-tech solutions. This ensures we capture leads who are closer to making a purchase decision.
- Optimizing for Lead Quality: By leveraging AI-driven tools, we’ll continually adjust bids and ad placements to ensure we’re bringing in high-quality leads that align with their sales goals.
Reverse Engineering Competitor Strategies for SaaS Scale-ups
In the highly competitive HR-tech market, it’s crucial to keep an eye on how larger competitors approach their growth strategies. This SaaS company is eager to reverse-engineer competitors’ tactics to inform their own marketing efforts.
How The Growth Agency Can Help:
- Competitor Analysis: We will reverse-engineer the biggest players in the HR-tech space, identifying their keyword strategies, ad placements, and conversion funnels. By “stealing with pride,” we can identify successful tactics and implement them quickly.
- Test & Learn Methodology: Using a test-and-learn approach, we’ll A/B test new strategies—whether it’s ad copy, targeting, or channels—against their existing setup. This allows us to scale what works and scrap what doesn’t, ensuring efficient use of budget.
Balancing Cost Per Lead with Lead Quality
Scaling leads efficiently while maintaining a favorable cost per lead (CPL) is one of the key challenges for this SaaS scale-up. They need more leads, but without skyrocketing CPLs or sacrificing quality.
How The Growth Agency Can Help:
- AI-Powered Bid Adjustments: We use AI-driven tools to automate bid strategies, ensuring every euro is used efficiently. We dynamically adjust bids to target high-converting audiences while keeping the cost per lead within budget.
- Landing Page & CRO Optimization: We will ensure the landing pages we create are optimized for conversion rate to make the most out of the traffic driven through ads, lowering CPL and increasing lead quality.
Full Funnel Measurement from Marketing to HR-Tech SaaS Customers
This SaaS company is eager to implement full-funnel measurement, tracking leads from the top of the funnel all the way to conversion. With no in-house marketing team, they need support in setting up and tracking the entire journey, from marketing-qualified leads (MQLs) to sales-qualified leads (SQLs) to actual customers. They also want to calculate Customer Lifetime Value (CLTV) to optimize long-term profitability.
How The Growth Agency Can Help:
- Tracking Setup: We will implement and optimize Google Analytics, Google Tag Manager, and CRM integrations to ensure that every lead is tracked accurately from the first click to final purchase
- Custom Dashboards: Our custom-built dashboards will provide visibility into MQLs, SQLs, and conversion rates, allowing for real-time tracking of lead quality. We will also work with the sales team to integrate sales data into these dashboards, calculating CLTV to help optimize marketing spend.
Scaling with High Growth Targets for SaaS Scale-ups
This HR-tech SaaS company has high growth targets, with a strong sales team ready to handle more leads. Their challenge lies in generating these leads quickly without a dedicated marketing team.
How The Growth Agency Can Help:
- Monthly Strategy Meetings: We will work as an extension of their marketing team, providing strategy support in monthly meetings where we discuss performance, new channels, and new campaign ideas.
- Creative Optimization & Strategy: Alongside paid ads, we’ll create new product explainer videos and ad creatives to test across Google and Meta platforms. This will allow us to diversify their lead sources and hit growth targets faster.
Conclusion
For SaaS companies aiming to scale quickly, focusing on bottom-of-the-funnel leads first is the fastest route to revenue growth. By reverse engineering competitor strategies, balancing lead quality and CPL, and implementing full-funnel tracking, we provide a scalable marketing approach that allows SaaS scale-ups to hit their high growth targets.
With a strong sales team and the backing of €1 million in investment, this HR-tech SaaS is in the perfect position to leverage our expertise. Our test-and-learn methodology, combined with advanced tracking and AI-driven strategies, ensures that every campaign is optimized for long-term growth.
Ready to take the next step in scaling your SaaS business? Contact us today to learn how The Growth Agency can help you accelerate your growth.
Looking for a detailed strategy? Let’s discuss how we can tailor these strategies to your SaaS business! Book a call with us now to get started.
