When growth stalls, guesswork doesn’t work
Despite offering a robust product suite for project management and collaboration, a B2B SaaS company was seeing diminishing returns on its customer acquisition efforts. Their marketing and sales teams were casting too wide a net, running broad, undifferentiated campaigns across regions and buyer types with poor market research and analysis.
Product messaging was generic, outreach lacked personalization, and qualification criteria were inconsistent. Everyone received the same pitch, whether they were decision-makers in mid-sized European firms or users in small North American teams.
The larger impact of this was higher acquisition costs, disengaged leads, and conversion paths that were difficult to track or optimize. To scale efficiently, they needed more than leads. They needed to know which customers were worth pursuing, and how to reach them with intent. Netscribes helped them narrow down and target the relevant audience with a holistic market research and analyis.
Speak their language and build healthier relationships
Leads weren’t an issue for our client, it was getting the right ones. The primary goal was to identify who was ready to buy and stay loyal for a long time.
So here’s what we did.
Netscribes took a ground-up, data-first approach to reimagine their customer acquisition strategy with thorough market research and analysis. We pulled behavioral and transactional data across the funnel to map how users interacted with the platform right from initial touch to post-signup engagement. But patterns alone weren’t enough. To uncover what truly influenced decision-making, we layered in fresh market intelligence and voice-of-customer insights.
We spoke directly to the people who mattered most through 20 in-depth interviews with current users and high-potential leads. We followed that up with 400 structured surveys that asked the right questions like What’s holding you back? What made you convert? What does success look like in your role?
The findings were clear, and eye-opening.
We identified four distinct, high-value customer segments. Each came with its own decision-making criteria, pain points, and expectations from the platform. From fast-scaling tech teams needing frictionless onboarding, to operations leads looking for integrations with existing tools, each segment represented a different growth path.
But the real breakthrough? Turning those profiles into actionable personas. Ones that didn’t just sit in a slide deck, but actively shaped campaign messaging, sales conversations, onboarding journeys, and product roadmaps.
This was our strategy to leverage market research and analysis, and kickstart a new customer playbook.
Smarter acquisition that actually moved the numbers
Once the company aligned its efforts to the right customer segments, results followed fast.
- Customer acquisition cost dropped as marketing efforts shifted from broad awareness to precision-led campaigns that reached buyers with intent.
- Lead conversion rates rose driven by messaging and outreach strategies tailored to each segment’s specific priorities.
- Customer lifetime value increased, thanks to more relevant onboarding, clearer value articulation, and deeper product engagement.
- Churn dropped, as support and communication were personalized to segment needs, reducing friction points and improving satisfaction.
What started as a market research and analysis exercise turned into something bigger. It became a shared blueprint across marketing, sales, and product teams for making smarter, faster decisions based on who the customer really is.
At Netscribes, we help you build hyper-targeted strategies to engage the right audience effectively with comprehensive growth consulting solutions.
Download our case study and discover how segmentation can unlock more effective growth strategies for your SaaS business.
