A need to boost lead-den and 'hold ground' in a competitive industry

In March 2016 ResourceSpace faced a challenge typical of many growing SaaS businesses. Marketing was an in-house activity carried out with occasional support from a design agency. However, it had become very much an ad-hoc task due to other, more pressing, commitments for the team. Faced with the choice of recruiting a full-time marketing person or outsourcing to an agency, ResourceSpace selected Xander Marketing as its marketing partner.

The key goals from the marketing engagement were to:

  • Boost ResourceSpace lead-gen and sales by increasing leads and conversions
  • Ensure ResourceSpace ‘holds its ground’ in an increasingly competitive market

Marketing Strategy

Initially Xander Marketing was engaged to write a Marketing Strategy. This strategy was a highly detailed document looking at:

  • The target market, competition and USP
  • A website review and recommendations
  • How to implement and fine tune onboarding
  • Propose a 1 year monthly marketing plan using appropriate channels
  • Content ideas and a marketing communications plan

The strategy was well received, Dan Huby, Managing Director, commented:

“The strategy is really good, very insightful. Lots of good ideas and talking points.”

SaaS Content Marketing

What ResourceSpace is saying

“We were very impressed with the speed with which Xander Marketing got to grips with our industry. I would strongly recommend Xander Marketing to other SaaS vendors.”

Dan Huby | Managing Director, ResourceSpace

Implementing the strategy

On completion of the Marketing Strategy Xander Marketing partnered with ResourceSpace to implement many of the recommendations. This included:

  • Website improvements – support with strategy, design, layout
  • White papers – 5 white papers developing thought leadership as well as pragmatic themes
  • Further content – 3 case studies, infographics and regular blogs
  • Re-branding and establishing a more consistent look and feel to the brand
  • Email marketing – onboarding during the free trial to drive conversions
  • Sales collateral – such as sales proposal templates and a brochure
  • PPC – formulating and managing AdWords campaigns
  • Social media – management of social channel messaging and activity
Marketing Strategy

A more professional image

To date, the key results and outcomes are marketing and a website in-line with where it should be in 2017 and thought leadership content to complement product content.

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