Building a marketing engine for scalable SaaS lead-gen

93%

Increase in Annual MQL’s

66%

CPA Reduction

3.07

ROAS

People Element needed a fresh strategy, scaled lead-gen, and a trackable funnel to achieve their growth goals.

Industry

SaaS

Status

Challenger

Scope

Messaging
Website
Branding
Digital Ads
SEO
HubSpot
Content
Design

About the Company

HR surveying software in a crowded market

While demand for People Element’s employee surveying software boomed during Covid, so did the number of SaaS competitors. They knew they needed to do something different, so turned to the experts for refreshed strategy, website, and scalable lead generation.

Challenges

People Element’s primary goal was to scale their revenue through new demo request MQL’s. Our team’s task was to overhaul their marketing systems, website, and ongoing marketing to do just that.

Beyond a fractional CMO, they had no marketing team. So they needed our team to provide a blend of strategy and full-service execution for everything from updated email drips to a new website. This gave us a lot of freedom to refresh their marketing, which we ran with.

When our team first started with People Element, their existing CRM didn’t have reliable reporting or lead source tracking. So they were flying blind on what marketing tactics were actually working.

One of People Element’s primary goals was to scale MQL generation, and they had tried running some digital ads themselves to sparse results.

As is the case with any company in a “challenger” role in their market, People Element was up against larger competitors who have 20x the ad spend budget they have and more brand awareness. So they needed our team to craft and execute a marketing strategy that lets us win where we have high ground and avoid the overly competitive keywords and value props.

“The Alchemy team is always there to help with any of our marketing needs. We consistently lean on them to take our lead-gen efforts to the next level. They manage our paid ads, along with our website, SEO, HubSpot, and design and have always done great work. They are always equipped to take on anything we ask of them. We highly recommend them for all marketing needs.”

KRISTEN ROMERO
MARKETING DIRECTOR, PEOPLE ELEMENT

Approach

Once their marketing strategy was refreshed, our team overhauled People Element’s marketing systems by setting up HubSpot, defining their sales funnel KPI’s, launching a new website and SEO, creating topic-specific email funnels, and leading new search ads.

To solve their CRM and source tracking issues, our team implemented HubSpot and did a full setup and transfer for them, while rethinking their automations and email drips along the way. They now have complete visibility to what is working and what our marketing efforts are getting them.

Once People Element knew they could trust their marketing metrics, our team dug into each marketing source, starting with digital ads. Our team audited their existing ad campaigns, rebuilt and launched them, and had to earn back their trust in digital ads as a source of reliable lead generation. Three years later and digital ads are the largest driver of MQL’s.

Results

The result was a dramatic growth in both quantity and quality of leads. As our team continues to lead People Element’s marketing, their HubSpot’s data enables better marketing decisions, our digital ads bring in over 50% of their MQL’s, and we continue to scale.

93%

INCREASE IN ANNUAL MQL’S

66%

CPA Reduction

3.07

ROAs

35%

SEO Visibility Improvement

Ready to grow?

Great partnerships start with great discoveries. We start with your business goals and budget, and then help you find the right marketing strategy to fuel growth.

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