Colony Spark Boosts Supply Chain SaaS Growth with Full Funnel Strategy
The Results
+30%
Lead Quality
2x
ACV
+40%
CVR
Overview
Our client, a Supply Chain SaaS provider, aimed to penetrate a new customer segment but were running into obstacles. They faced challenges with lead quality, high customer acquisition cost (CAC), and effectively tracking the buyer journey across their entire go-to-market strategy. They engaged Colony Spark to build and implement a demand generation strategy tailored to their needs.
Our Challenge
- Low Lead Quality: The client struggled with low-quality leads entering, leading to wasted efforts by the sales team. This was because of lead gen strategies focused on capturing leads, instead of in market opportunities.
- High Customer Acquisition Cost (CAC): Their CAC was unsustainably high.
- Inefficient Demand Capture Program: While Google Ads were performing, they primarily attracted low-intent leads that were not yet ready to buy.
- Limited Attribution Tracking: The client had limited visibility into the buyer journey beyond Google Ad conversion, making it difficult to optimize their entire sales and marketing funnel. If they couldn’t track it, they wouldn’t invest in it.
Our Approach
- Low Lead Quality: The client struggled with low-quality leads entering, leading to wasted efforts by the sales team. This was because of lead gen strategies focused on capturing leads, instead of in market opportunities.
- High Customer Acquisition Cost (CAC): Their CAC was unsustainably high.
- Inefficient Demand Capture Program: While Google Ads were performing, they primarily attracted low-intent leads that were not yet ready to buy.
- Limited Attribution Tracking: The client had limited visibility into the buyer journey beyond Google Ad conversion, making it difficult to optimize their entire sales and marketing funnel. If they couldn’t track it, they wouldn’t invest in it.
