Toronto Tech Startup’s Lead Generation Campaign
Case Details
Clients: Pixel Art Company
Start Day: 13/01/2024
Project Duration: 9 Month
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The Story
The team at this major fintech company had the promise of significant scale advantages, but its Toronto-based FinanceFlow had suffered from a stagnancy in demand generation activities and an ineffective utilization of the go-to-market due to the fragmented landscape.
Our client was a B2B SaaS startup in Toronto’s financial district that had developed innovative financial management software for mid-market companies. Despite having a superior product, they were struggling to generate qualified leads and convert prospects into paying customers. Their previous marketing efforts were scattered across multiple channels without a cohesive strategy, resulting in high customer acquisition costs and low conversion rates.
The company approached The Power Group seeking a comprehensive digital marketing strategy that could penetrate the competitive B2B software market and establish them as a trusted solution provider for CFOs and finance directors across Canada.
What Did The Power Group Do
Our comprehensive approach focused on creating a targeted, multi-channel lead generation system that would position our client as the go-to financial software solution. Following the completion of the audit, Coaching’s leadership made the strategic decision to engage our team to design and implement a complete digital marketing transformation.
With a strong commitment to achieving synergies amounting to approximately 1% of sales within the third year post-merger, our team played a crucial role in providing a comprehensive road map for this endeavor. Leveraging the expertise of our seasoned retail professionals
Key initiatives included:
• Mapping out a highly complex target audience segmentation
We conducted extensive market research to identify the most valuable prospects within the financial software space. Our analysis revealed that CFOs at mid-market companies (50-500 employees) with annual revenues between $5M-$50M represented the highest conversion potential. We then created detailed buyer personas, mapping their pain points, decision-making processes, and preferred communication channels. This segmentation allowed us to craft highly personalized messaging that resonated with each specific audience segment.
• A closer look at one critical channel optimization
Our team implemented a sophisticated LinkedIn advertising strategy that leveraged the platform’s advanced targeting capabilities. We created custom audiences based on job titles, company size, industry verticals, and geographic locations. The campaign featured a series of educational content pieces including whitepapers, case studies, and interactive ROI calculators. Each piece of content was designed to move prospects through different stages of the buyer’s journey, from awareness to consideration to decision. We also established automated lead nurturing sequences that delivered personalized content based on prospect behavior and engagement levels.
• Strategic Google Ads campaign development
We developed a comprehensive Google Ads strategy targeting high-intent keywords related to financial management software, budgeting tools, and CFO challenges. Our approach included search campaigns, display remarketing, and YouTube advertising to maintain consistent brand presence across the buyer’s journey. We created landing pages optimized for conversion, featuring clear value propositions, customer testimonials, and streamlined lead capture forms.
• Sales and marketing alignment integration
We established a seamless handoff process between marketing qualified leads (MQLs) and the sales team. This included implementing lead scoring models, creating standardized follow-up protocols, and developing sales enablement materials that helped close deals more effectively. Regular alignment meetings ensured continuous optimization based on sales feedback and market response.
Results Achieved
Within six months of implementation, our client experienced remarkable growth that exceeded all initial projections:
- 340% increase in qualified leads – Monthly qualified leads grew from 45 to 198
- $2.3M in new contracts secured – Direct revenue attribution from campaign efforts
- 65% reduction in cost per acquisition – Improved targeting efficiency lowered CPA from $850 to $298
- 180% improvement in lead-to-customer conversion rate – Better qualified prospects resulted in higher close rates
- 45% shorter sales cycle – Enhanced lead quality and nurturing reduced average sales cycle from 4.2 to 2.3 months
The campaign not only delivered immediate results but also established a scalable foundation for continued growth, positioning our client as a recognized leader in the Canadian financial software market.
