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Vertical SaaS in the US and Canada

Vertical SaaS: 19 new customers and 68% lower CAC

In one month, Closed won rose from 5 to 19, new ARR from $96,000 to $403,000, and media CAC fell from $11,800 to $3,789.

Vertical SaaS: 19 new customers and 68% lower CAC
Search adsPaid socialYouTube
19
new customers in one month
$3 789
media CAC after optimisation
$403 000
new ARR
68
SQLs in one month
Task

The task was to stop optimising for any demo, filter out microbusinesses and preserve target ACV while growing customer count.

Hypothesis & strategy

A personalised demo instead of a trial, vertical pages, lead scoring and optimisation on SQL and Closed won would lower CAC.

WHAT WE DID

Implementation step by step

01Rebuilt search taxonomy, launched LinkedIn ABM, introduced scoring and imported MQL, SQL, Opportunity and Closed won stages.
02Connected advertising events to the CRM and sent real funnel stages back to the platforms, not just forms and clicks.
03Reallocated budget according to qualified opportunities, sales and business outcomes.
04Strategy and marketing leadership: Oleg Malikov, Marketing Director.
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