Key: Red, cumulative paid traffic (left axis); black line, conversion rate (right axis)
visit-to-lead conversion rate
Less than 30 Days
to generate right-fit leads
cost per lead
Scale is a dedicated Resource Management solution for digital agencies. It offers everything a digital agency needs to monitor its resources, schedule employee activity, track time and analyse profitability, providing the insights agency directors need to make strategic decisions required for growth.
In late 2015, Nicolas Jacobeus, founder of Scale, was looking for a way to acquire new users for his SaaS Resource Management solution, Scale.
Nicolas' team developed the solution as a result of their own frustrations scaling Resource Management at their web development agency, Belighted. With an awesome UI/UX, design and engineering team already available in-house, they created a simple, user-friendly solution to a major problem.
The solution was already being used by several paying customers. Scale's team had developed a simple website, which didn't yet generate traffic, and all existing business had come from Nicolas' personal network.
When customers integrated Scale into their Resource Management processes, they kept using it: enjoying its simplicity, and intuitive UI. But getting new users to try the solution, and start using it, was proving a bigger challenge.
Nicolas is a busy man: managing two growing businesses is difficult. So he began searching for a solution to Scale's growth challenges.
As a result of our conversation with Nicolas, we realised our solution needed to address three key areas:
We devised an agile growth strategy, designed to respond to the changing needs of Nicolas’ growing business. We laid the foundations for growth using buyer personas, lead generation content and pay per click advertising.
We were able to generate rapid, valuable feedback from early adopters, and Nicolas used their insights to develop the solution further. With a constant flow of targeted leads, we’ve helped Nicolas pivot Scale to a more profitable, valuable business model.Will Steward, CEO, Cobloom
To help Nicolas put Scale to the test, we used a targeted paid advertising campaign to hit the ground running: generating contacts straight from the first month, and every month thereafter.
Cost-effectiveness was critical, and we were able to optimise Scale’s PPC campaign to generate targeted leads at a Cost Per Lead of less than £10.
We refined Scale’s messaging to create an engaging, irresistible value proposition, culminating in the creation of The Tipping Point concept. This, combined with our ongoing optimisation, mean we’ve used Paid Advertising to generate 357 right-fit leads, from just 1,325 visits: a sustained conversion rate of 27%.
Scale suffered from a common problem: the solution required education and guidance to get the most value from its use. Instead of investing a small fortune into the creation of easily-outdated tutorials, guides and onboarding content, we helped Nicolas develop & implement a consulting offering: making it possible to onboard new customers, and drive additional revenue in the process, so Scale could continue to bootstrap.
We’ve helped Nicolas test the key assumptions that underpinned his business, and shape his solution to fit the needs of his target audience. With accelerated learning a real priority, we’ve taken an agile approach to growth: experimenting, testing new hypotheses, and enabling Nicolas to shape Scale to succeed.
With leads flowing in, we're beginning to focus on attracting Scale's target persona via scalable long-term channels, such as Organic Search and Social Media. We're also developing lead nurturing campaigns, helping Scale to optimise their sales process, and creating additional downloadable content, to nurture leads through to becoming paying customers.