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Hitting Howspace's growth goals in 3 months

Howspace was looking to scale up the growth of its digital facilitation platform and validate their online sales model. Together with Advance B2B the Howspace team hit their growth goals in just 3 months.

 

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Challenge & Goals

Challenge

Howspace is the digital engagement platform for consultants, facilitators, trainers and organisational development practitioners. Targeting small- and medium-sized consultancies, Howspace was looking to scale up its international growth through online channels.

At the time the primary source of new customers was via Howspace’s sales team and the next step of the growth plan was for marketing to provide scale and validate the online sales model.

 

Goals

Together, we identified three objectives and one goal:

  • Increase traffic: Drive the right kind of traffic to the Howspace website through content marketing, promotion, social, paid acquisition, organic and referral channels.
  • Grow the funnel: Implement a lifecycle stage model aligned with the customer journey to generate demand and create a marketing-driven sales pipeline.
  • Empower sales: Deliver more, better quality leads to the sales team so they are able to spend more time on selling and closing deals.

Goal: 10 SQLs/month

 

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Here's what we did.

👇

"We weren't looking for a traditional marketing or ad agency, but a partner who understands SaaS and would help us grow rapidly. When you continuously see results improving over time, you can't be anything but excited about what the future holds."

- Niko Nykänen, Head of Growth, Howspace

🙌

The Approach

To hit our goals we had to be hyper-focused on big impact activities. Our first task was to build the foundational processes, and that started with aligning sales with marketing. We developed a lifecycle stage model and defined what it meant to be a Contact, MQL & SQL with clear guidelines on when and how MQLs should be followed up by sales. We leveraged automation when applicable to scale this process.

Secondly we developed a content strategy using the topic cluster approach that tied back to the brand strategy and focused on creating a new category within the change management field. Rather than target multiple keywords we identified three topics we could become an authority on and built content around pillar pages; much of this was high-buy intent mofu/bofu content.

We used our agile marketing model to ensure we kept focus on the most important tasks at all times. 

Results & Next steps...

In less than 5 months, we have helped Howspace:

  • Generate 300+ MQLs
  • Hit their monthly SQL goal within 3 months
  • Increase monthly organic traffic by 30%
  • Rank on the first page of Google with a featured snippet for our new category and primary topic cluster
  • Build a full lifecycle model aligned to the buyer’s journey
  • Develop an internal commercial process aligning sales and marketing
  • Document buyer personas
  • Create a brand new content strategy
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SERP results with featured snippet for the new category 1.5 months after building the topic cluster.

 

Next steps…

Our focus for the future is to:

  • Support with the launch of their new product and brand launch
  • Refine and develop the internal commercial process with sales
  • Branch out the content strategy and become an authority on additional topic clusters to grow organic traffic
  • Increase our goals and further grow the pipeline
  • Help Howspace realise its ambitious international growth goals

🙌

 

If you're interested in working with us to hit your growth goals like Howspace then get in touch and let's set up a meeting to discuss more together.

 

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