Software as a Service Marketing Case Study

The Client

Catalyst works with a B2B SaaS Startup to Shape its Brand, Develop Messaging, and Reach Potential Leads with Integrated Marketing Support.

Building a loyal customer base is more important than ever for today’s retailers. The consumer ecosystem is evolving rapidly and the rise of online behemoths, economic volatility, and changing demand, have many on their heels. Scaling customer retention has always been a challenge though. 

It takes a real-time understanding of shoppers’ unique interests and behavior as well as the ability to reach out with relevant and personalized communication to make it work – abilities all driven by rich consumer data. bLoyal’s integrated loyalty marketing platform helps retailers leverage data collected through on- and offline sales to automatically deliver the right promotions at the right time to drive consumer purchasing behavior. 

The Pain Point

Marketing A Different Kind of Platform

SaaS (‘Software as a Service) products like bLoyal have seen rapid adoption over the last decade and are now a part of almost every business’s technology stack. As cloud-based solutions grow in popularity however it’s led to stiffer competition. It’s increasingly important for those looking to stand out in the space to have a game plan for getting found by the buyers that are most likely to convert on their offering.
Like many in the B2B SaaS space, the company had a core user group, but after years refining its back-end functionality, were searching for a way to reach a broader audience. That included a broader range of sectors ranging from nonprofits to travel. Its relatively complex value proposition, product/market fit, and cost-of-entry became a challenge however. To succeed in the B2B SaaS space it would need to redefine its brand and build advocacy.
The Strategy

An Integrated Marketing Strategy

Our integrated strategy combined branding, content, digital, and communications to reposition bLoyal as the omnichannel loyalty platform for brands that want to build customer retention at scale. The thrust of our efforts focused on driving awareness and differentiating the brand from adjacent, but less technically capable unintegrated solutions.
1

Branding

Our branding deepdive started with an assessment of the company’s existing messaging strategy. Our goal was to build a more concise, modern, and resonant voice appealing to the brand’s high-volume small and mid-market audience. Our work included new visual and editorial assets as well as the design system to guide their use.

3

Digital

We began updating the company’s digital footprint starting with a new sales optimized website including SEO and integration to its CRM. We mapped a comprehensive sales funnel and focused on demand generation activities that created broad awareness of bLoyal as a leader in the consumer loyalty space through owned and paid media.

2

Content

For organizations without a full time design resource, building consistent creative materials is a tough challenge. The company leveraged our creative team on an ongoing basis to build a wide variety of creative materials - from infographics to blog posts to webinars - all supporting digital and communications efforts as well as sales enablement.

4

Communications

We shaped and delivered messaging about the company’s latest features and capabilities through social media, email marketing, and public relations. Our work included ongoing marketing automation, customer engagement and reputation management and internal customer retention.

THE PARTNERSHIP

Keeping the Team Focused on Growth

Catalyst’s integrated project manager embedded with the company’s sales and marketing team to deliver managed services as well as project-based tactical marketing support on an as-needed basis. Our automated reporting module sent monthly reports about a wide range of digital marketing and communications KPIs and we collaborated with stakeholders through email and video conferencing tools to discuss the latest projects and previous metrics and outcomes.

“Working with Catalyst has been great. They’re honestly more a member of our team than an outside partner. On a day to day basis, they offer a really great on-shore solution for small sales based and B2B SaaS brands that need more focused communications support. I’d recommend them to anyone who asks.”

5/5
THE OUTCOME

SaaS Marketing Outcomes Driven By Expertise

Catalyst helped bLoyal close the marketing gap by working with the company for approximately three years while it built a fully integrated onsite marketing team. It now works with Catalyst as its agency of record and refers its clients to our team for integrated loyalty and ecommerce solutions. In addition to the company’s updated brand book and website, our strategic, creative, and technical teams created 100’s of unique pieces of content supporting its sales process, and increased year over year website traffic nearly 500% annually. Our work helped the company redefine itself as the category leader in omnichannel loyalty, attracting clients like Tommy Hillfiger, Pet Barn, and Landry’s.

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