3 "win stories" from private equity B2B SaaS companies (like you)

No matter if your company is backed by Vista Equity, JMI, or another private equity firm...

As a marketer, you're accountable for the same "marketing-originated" KPIs... 

Sales Qualified Leads, Pipeline and Bookings.

And the targets for these grow aggressively every year...

But you also have a million hats to wear (because hiring great talent is hard.)

Enter Level Agency

We’ve been in the game of driving growth for PE-backed B2B SaaS companies for almost 10 years now.

Funny thing is, it happened accidentally... when one of our long-time clients got scooped up by a big software PE firm (name-dropped above ;)

And a decade later, we've become the "man-behind the curtain"... unlocking potential and crushing KPIs for over a dozen PE-backed SaaS companies.

This page shares 3 marketing growth stories of companies just like yours.

They all had these things in common:

✔️ Aggressive short-term targets that HAD to be hit

✔️ Marketing to a highly-targeted, niche B2B buyer 

✔️ A small-but-mighty team of marketers in-house

We hope these stories give you ideas that will help you crush your marketing-originated bookings targets this quarter / year.

(And if you think you might like also our help, you can book a time here.)

The Challenge:

Our client was looking to expand their footprint from non-profits to the lucrative (yet notoriously hard-to-reach) public sector. 

The Solution:

SEO and content: We did deep-dive keyword research to understand the terms government buyers were searching on. We then created product pages and blog posts targeting those terms while also positioning their CEO as a thought leader in the industry.

PPC and niche media buying: We found particular success on Microsoft Ads (since government agencies typically use Internet Explorer and Bing.) We also identified and used niche display platforms that had highly-targeted websites in their inventory like govexec.com.

Vertical-specific marketing funnels: Using data from our client and online user surveys, we refreshed the website homepage to speak to the needs of government agencies. Additionally, we created unique landing pages and offers designed to cater to how the public sector makes purchasing decisions.

The Results:

• Traffic: 43.45% lift in total website visitors from prospective public sector accounts with a 35.27% uplift in total pageviews.
• Leads: 160% uptick in public sector leads, converting public sector website visitors at an 81% greater rate while maintaining lead quality.
• Bookings: Significant growth in pipeline and revenue, culminating in the closing of a 7-figure ARR public sector deal (the company's largest deal ever) -- directly attributable to our SEO efforts.

Thanks to this significant growth, the company was acquired for 9-figures by a major software PE firm. We continued to help them grow afterwards as they acquired their competitors and integrated them into their product suite.

Our client's marketing was one of the most successful in the equity firm’s portfolio, with over 70% of new revenue coming through digital marketing.

The Challenge:

Our client tapped us to drive growth via SEO, SEM, analytics, UX, development and conversion -- a big job with many moving parts, tight timelines and aggressive goals including a quick, short-term win.

The Solution:

Lead gen quick wins: We identified a popular-yet-underutilized content asset and made it the "star" of our client's website. We also launched a new webinar campaign to build market presence and fill the funnel for the sales team.

Core systems overhaul: We performed a rapid refresh of the website design / UX to reflect the new direction of the brand. We also implemented core SEO, analytics, marketing automation and CRM integrations.

Product-led pivot: We introduced new PLG elements to the buying journey, shifting from a "demo" focus to a more scalable "Free Trial" focus with a paywall.

The Results:

• Leads: The content asset pulled 1,400+ leads in a few short months. The webinars generated 1,100+ registrations, including many high-value
  enterprise prospects.
• Pipeline: As a result of the quality and sheer quantity of leads generated as well as the success of the shift to a more product-led model, our client smashed through their annual pipeline and revenue goals.

Ultimately, our client was successfully acquired in a strategic roll up by another software company (whose PE firm happened to be the same as the one we detailed in case study #1 ;)

The Challenge:

Our client is a leader in the fleet management industry, providing solutions to drivers; from individual owners to larger fleets. Federal regulation required these drivers and fleets to have an electronic logging device (ELD) that tracks timing and distance of trips.

While some fleets were equipped and ready, most were unprepared and in the market. This presented a great opportunity for our client, but they weren’t positioned well against new, pop-up competitors who were underpricing them.

The Solution:

Creative messaging: We crafted our message to assuage the concerns of skeptical small fleet owners who didn’t believe the devices were necessary and viewed them as government overreach. Our ads and landing pages were written with friendly, identifiable language to avoid alienating these prospects.

Product positioning: We created custom landing pages with extensive educational resources. This created a strong sense of credibility, justifying our client’s higher price point. The pages also showcased unique products rather than the “one size fits all” approach of their competitors.

Ad targeting: Our search and display ads strategically targeted the mandate-related terms that our buyers were searching. We used advanced Google bidding strategies with these terms to substantially lower cost per click and gain greater impression share without losing volume.

The Results:

• Leads: 216% more highly-qualified leads year-over-year, with a 76% lower lead cost 315% higher website conversion rates.
• Market share: By taking full advantage of the market opportunity created by this new government mandate, our client became a dominant player in the fleet management software space.

As a result, this client also became an attractive target and was successfully acquired in a strategic roll up by another software company.