Howspace was doing well in Europe, and their next phase was to enter the North American market. 🇺🇸
Howspace is a digital facilitation platform for consultants, trainers, and organizational 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.
A bit later Howspace was doing well in Europe, so their next phase was to enter the North American market. Because their product has many use cases, they needed help figuring out who their ICP was in NA.
Together, we created a B2B growth marketing strategy and identified three objectives and one goal:
Goal: 10 SQLs/month
We weren't looking for a traditional marketing agency, but a partner who understands SaaS and would help us grow rapidly. When you keep seeing these kinds of results, it’s hard to be anything but excited.”
To hit our goals we had to be hyper-focused on big impact activities and evaluated different b2b growth marketing strategies to define the best one for Howspace. 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.