Driving Strategic Growth and Building a Million-Dollar Pipeline for a B2B SaaS Leader in CSR
Driving Strategic Growth and Building a Million-Dollar Pipeline for a B2B SaaS Leader in CSR
My role
Percent Pledge needed a data-driven Growth Marketing Manager to accelerate their B2B SaaS expansion in the CSR space. I stepped in to build a million-dollar pipeline by optimizing paid search, enhancing conversion rates, and launching targeted ABM campaigns. My full-funnel approach ensured that every stage—from awareness to conversion—was finely tuned, driving significant growth and delivering a 31.7x ROI.
ABM
Growth Marketing
My role
Percent Pledge needed a data-driven Growth Marketing Manager to accelerate their B2B SaaS expansion in the CSR space. I stepped in to build a million-dollar pipeline by optimizing paid search, enhancing conversion rates, and launching targeted ABM campaigns. My full-funnel approach ensured that every stage—from awareness to conversion—was finely tuned, driving significant growth and delivering a 31.7x ROI.
$950k
added to sales pipeline
+500%
increase in event demos
+500%
$950k
increase in event
demos
added to sales
pipeline
I designed a paid search strategy that targeted high-intent keywords and included campaigns aimed at competitor users. By optimizing ad copy to highlight specific pain points and advantages, we attracted decision-makers actively searching for solutions. This approach led to a $36,000 deal and significantly boosted lead quality. We continually optimized for lower-cost clicks and retargeted visitors, leveraging both inbound interest and competitive targeting to drive qualified leads into the pipeline.
Website Optimization
Through a thorough audit of user behavior on our site, I made incremental optimizations to the homepage, adjusting the order of content sections, and testing different headlines to enhance engagement. These changes resulted in increased time on site, reduced bounce rates, and ultimately, higher demo sign-ups and lead form submissions. The continuous refinement of page layouts and navigation flow ensured that users were guided toward high-intent actions, improving overall conversion rates.
Event Marketing
To maximize results from our free community volunteer events, I revamped the promotional strategy by incorporating LinkedIn messaging, targeted outreach, and value-driven countdown emails that built excitement. This led to a doubling of registrants and significantly increased attendance rates. During the events, I implemented in-event Zoom messaging to engage attendees in real time, securing demo bookings on the spot. The personalized post-event follow-ups I crafted further nurtured relationships, leading to a 5x increase in demos booked and contributing directly to the pipeline.
Growth Activities for Percent Pledge
Conversion Rate Optimization
I implemented a structured A/B testing framework to optimize key touchpoints in our conversion funnel, focusing on the demo page and homepage. By testing different CTAs, form placements, headlines, and visuals, I drove a 21% improvement in demo page conversion rates, increasing from 3.3% to 4% in just 60 days. These efforts, paired with a broader website optimization strategy, improved user engagement, reduced bounce rates, and contributed to pipeline growth by pointing users toward high-intent pages like demo sign-ups and resource downloads.
Paid Search (PPC)
Conversion Rate Optimization
I implemented a structured A/B testing framework to optimize key touchpoints in our conversion funnel, focusing on the demo page and homepage. By testing different CTAs, form placements, headlines, and visuals, I drove a 21% improvement in demo page conversion rates, increasing from 3.3% to 4% in just 60 days. These efforts, paired with a broader website optimization strategy, improved user engagement, reduced bounce rates, and contributed to pipeline growth by pointing users toward high-intent pages like demo sign-ups and resource downloads.
Paid Search (PPC)
I designed a paid search strategy that targeted high-intent keywords and included campaigns aimed at competitor users. By optimizing ad copy to highlight specific pain points and advantages, we attracted decision-makers actively searching for solutions. This approach led to a $36,000 deal and significantly boosted lead quality. We continually optimized for lower-cost clicks and retargeted visitors, leveraging both inbound interest and competitive targeting to drive qualified leads into the pipeline. Tools used: SEMrush, Google Analytics 4, and Google Search Console.
Website Optimization
To maximize results from our free community volunteer events, I revamped the promotional strategy by incorporating LinkedIn messaging, targeted outreach, and value-driven countdown emails that built excitement. This led to a doubling of registrants and significantly increased attendance rates. During the events, I implemented in-event Zoom messaging to engage attendees in real time, securing demo bookings on the spot. The personalized post-event follow-ups I crafted further nurtured relationships, leading to a 5x increase in demos booked and contributing directly to the pipeline.
Event Marketing
To maximize results from our free community volunteer events, I revamped the promotional strategy by incorporating LinkedIn messaging, targeted outreach, and value-driven countdown emails that built excitement. This led to a doubling of registrants and significantly increased attendance rates. During the events, I implemented in-event Zoom messaging to engage attendees in real time, securing demo bookings on the spot. The personalized post-event follow-ups I crafted further nurtured relationships, leading to a 5x increase in demos booked and contributing directly to the pipeline.
+21%
increase in demo conversion rate
+200%
increase in event registrations
+21%
+15%
increase in demo
conversion rate
increase in event
registrations
To drive personalization at scale, I segmented our ICPs based on company size, industry, and challenges like CSR automation or employee engagement. This segmentation allowed us to deliver highly targeted messaging in our email campaigns and LinkedIn outreach, which increased engagement rates by 30%. Collaborating with sales, I ensured that leads were nurtured based on their position in the funnel, improving alignment between marketing efforts and sales follow-ups.
LinkedIn Outreach
I led a LinkedIn outreach initiative as part of our ABM strategy, sending personalized connection requests and messages that spoke directly to prospect pain points. A/B testing our messaging approaches resulted in a noticeable increase in response and engagement rates, and LinkedIn became a top-performing channel for lead generation. I also optimized LinkedIn ads with messaging that resonated, further amplifying our ABM efforts by driving traffic to targeted landing pages.
Nurture Sequences
I crafted a 9-step nurture sequence tailored to segmented audiences, focusing on addressing pain points like CSR efficiency and employee engagement. The emails delivered value through personalized content that aligned with each segment's needs, warming up previously cold leads and increasing demo requests. This approach moved prospects down the funnel more effectively, resulting in a higher number of hot leads ready for handoff to sales.
Account-Based Marketing for Percent Pledge
Competitor Targeting
Leading the Legacy Liberator campaign, I targeted companies using competitor platforms with personalized email and LinkedIn outreach. We segmented ICPs based on industry and pain points, tailoring messaging to emphasize our platform's advantages. A/B tested scripts allowed us to refine our approach, contributing $500,000 to the pipeline from deals ranging from $5,000 to $200,000. I also built custom landing pages, A/B testing layouts to ensure personalized, high-converting experiences for each target segment.
Audience Segmentation
Competitor Targeting
Leading the Legacy Liberator campaign, I targeted companies using competitor platforms with personalized email and LinkedIn outreach. We segmented ICPs based on industry and pain points, tailoring messaging to emphasize our platform's advantages. A/B tested scripts allowed us to refine our approach, contributing $500,000 to the pipeline from deals ranging from $5,000 to $200,000. I also built custom landing pages, A/B testing layouts to ensure personalized, high-converting experiences for each target segment.
Audience Segmentation
To drive personalization at scale, I segmented our ICPs based on company size, industry, and challenges like CSR automation or employee engagement. This segmentation allowed us to deliver highly targeted messaging in our email campaigns and LinkedIn outreach, which increased engagement rates by 30%. Collaborating with sales, I ensured that leads were nurtured based on their position in the funnel, improving alignment between marketing efforts and sales follow-ups.
LinkedIn Outreach
I led a LinkedIn outreach initiative as part of our ABM strategy, sending personalized connection requests and messages that spoke directly to prospect pain points. A/B testing our messaging approaches resulted in a noticeable increase in response and engagement rates, and LinkedIn became a top-performing channel for lead generation. I also optimized LinkedIn ads with messaging that resonated, further amplifying our ABM efforts by driving traffic to targeted landing pages.
Nurture Sequences
I crafted a 9-step nurture sequence tailored to segmented audiences, focusing on addressing pain points like CSR efficiency and employee engagement. The emails delivered value through personalized content that aligned with each segment's needs, warming up previously cold leads and increasing demo requests. This approach moved prospects down the funnel more effectively, resulting in a higher number of hot leads ready for handoff to sales.
“Bre’s creativity and dedication to her work were instrumental in driving our company's success. She demonstrated a deep understanding of our industry and consistently delivered innovative marketing campaigns that not only increased our brand visibility but also drove tangible results.”
Daniel Goodrich
Founder & CEO, @VirtualCounsel
“Bre consistently delivered innovative marketing campaigns that not only increased our brand visibility but also drove tangible results.”
Daniel Goodrich
CEO, @VirtualCounsel
I’m looking forward to working with you, too.
Let’s chat about your company and goals and see if it’s a good fit for us both.
