An agile marketing approach to SaaS success for Reward Gateway

Reward Gateway, an employee engagement benefits solution provider, aimed to launch a new low-touch, scalable SaaS service for SME customers (Reward Gateway for Small Business known as RG4SB). They partnered with Bright to challenge their traditional campaign format and experiment with social media platforms, tone of voice, content, and incentives to understand how to reach and connect with their known and new audience personas.

Challenge

Reward Gateway needed to take an audience centric approach to define themes and topics that appealed to the SME market, understand where and how existing content could be adapted and explore new marketing methods that could rapidly acquire clients and secure the Annual Recurring Revenue (ARR) required to demonstrate success.

The Solution

Bright worked with the RG4SB team to rapidly research and understand the audience personas and implement an experimentation-based approach to test, learn, and optimise activities and processes in short sprint cycles to capitalise on learnings. Bright focused on setting experiments and optimising across social media, inbound marketing, events, nurture flows, high-value content, LinkedIn prospecting and a limited free trial offer. This meant RG4SB could reach the new SME audience and convert them through the sales funnel at each stage of the buyer journey.

The Result

• Target ARR of £400,000 and 550 customers exceeded
• 187 new paying business clients acquired
• Individual membership increased by 3,454 (64% increase)

The limited free trial and associated campaign messaging significantly increased traffic and generated qualified leads, resulting in exceeding the target ARR. Combined with the agile marketing strategy implemented by the RG4SB and Bright which drove acquisition and reduced churn.