Overview
Expanding into a new market presents unique challenges, especially when it comes to refining the sales cycle and engaging new audiences. Our client, a Japan-based SaaS company, sought to accelerate their lead-to-customer conversion rate while expanding into the U.S. market. By implementing a strategic, incentive-driven approach, we successfully increased conversions, exceeded customer acquisition goals, and set the stage for further U.S. market growth.
Target Exceeded
due to Q4 2024 success
The Challenge
As the company transitioned into the U.S. market, it faced several key obstacles. The existing sales cycle was too long, slowing growth and making it difficult to achieve aggressive expansion goals. Mid-sized organizations were the ideal target, as they required the SaaS solution but had fewer decision-making stakeholders, allowing for faster adoption. However, audience fatigue was a growing issue, and existing lead-generation efforts were yielding diminishing returns. A new approach was needed to reach fresh prospects and convert them into customers more efficiently.
The Approach
To address these challenges, a multi-layered strategy was developed to attract, engage, and convert high-value prospects. Decision-makers were incentivized to participate in product demos with an exclusive $100 gift card offer, making it easier to introduce the platform’s value proposition. Lead generation efforts were expanded by increasing awareness and tailoring messaging to different stages of the customer journey. The strategy also prioritized niche industries, such as NGOs, where streamlined decision-making processes allowed for quicker conversions. Additionally, HubSpot lists were leveraged to refine audience targeting, retargeting, and predictive modeling, ensuring a steady pipeline of engaged prospects.
The Results
The combination of audience segmentation, targeted advertising, and strategic incentives led to a significant increase in customer acquisition. By the end of Q4 2024, the company had successfully onboarded 120% of its target customers, surpassing initial projections. The strong performance validated the approach, leading to increased investment in U.S. market expansion for the upcoming year. With a refined sales process and a growing customer base, the company is well-positioned to scale its operations and maintain momentum in a competitive landscape.
“The team at RSO has been invaluable as we have gone from having zero paid advertising in the market to establishing a robust, multi-channel PPC engine that has been the key catalyst for our pipeline development efforts. I deeply appreciate our partnership with Rob and team and how I can always count on them to be looking around the corner to identify new programs that will extend our reach and keep the leads flowing.”