How A HRMS SaaS Brand Grew Their MRR From $12,800 to $69,300 In Just 12 Months?

Goals & Objectives

The brand set ambitious goals to boost its monthly recurring revenue from $12,800 to $69,300 in just 12 months. Alongside this financial target, they aimed to enhance brand awareness and foster deeper customer engagement, ensuring they not only grew but also connected meaningfully with their audience throughout the journey.

Client Background & The Challenge

An innovative HR management software helping fast-growing small and medium-sized businesses simplify recruitment processes, optimize talent pipelines, and engage employees more effectively.

After reaching $15K in monthly recurring revenue, they hit a rough patch by 9 month customer acquisition slowed as digital channels lost their punch, and churn rates climbed due to employee turnover.

Realizing they needed to spark new growth, the team knew it was time to rethink their strategy. They aimed to breathe life back into their existing channels while also focusing on keeping their customers happy. This was a crucial moment for them, as they set out to strengthen relationships and create a more sustainable growth path.

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Strategies & Plan of Action

To spark new growth, the brand took an approachable, omnichannel strategy aimed at reaching key HR decision-makers in a meaningful way.

SEO: They fine-tuned their website for important HR software keywords, boosted site speed with image compression, and created internal links that made it easy for users to navigate their content.

Content Creation & Distribution: The team rolled out a variety of resources, including comparison guides, case studies, and over 120+ engaging blogs. They actively shared these through email and social media, using audience feedback to shape future topics.

Meta Ads: By targeting HR professionals with interest and lookalike retargeting, they created compelling video ads that showcased how the platform enhances employee engagement, all while focusing on improving click-through rates.

YouTube Ads: Their video campaigns targeted popular HR management topics, ensuring high viewability and completion rates, and re-engaging viewers who had interacted with their thought leadership content.

Google Ads: They matched their ads to the search terms HR buyers were using, dynamically inserting keywords to align with where potential customers were in their journey, boosting both clicks and free trial sign-ups.

LinkedIn Ads: Sponsored content targeted professionals in the learning sector, promoting demos and trials while also re-engaging visitors from their HR software pages.

Sales Enablement: The team emphasized consultative selling and developed frameworks for account growth, nurturing client success with regular business check-ins.

To turn their strategy into action, they focused on truly connecting with their audience. 

For Meta Ads, they targeted specific roles, crafting 6 engaging video ads that highlighted how their platform could enhance customer retention while keeping costs in check. 

With YouTube Ads, they produced 8 videos showcasing key features, optimizing bids based on how viewers interacted with them.

In Google Ads, they matched ads to actual search behaviors, broadening their audience and refining messaging for better conversions. 

LinkedIn Ads featured insightful articles and guides, with tracking in place to see how well these drove demo requests.

On the sales front, they used lead generation tools and developed strategies for addressing objections, all while nurturing client relationships through regular check-ins. By keeping an eye on key metrics like Monthly Recurring Revenue (MRR) and Customer Acquisition Cost (CAC), they adapted their approach to drive sustainable growth.

Conclusion

The HRM SaaS brand achieved an incredible leap, growing its monthly recurring revenue from $12,800 to $69,300. By focusing on what their customers truly needed and implementing a thoughtful, multi-channel strategy, they not only revitalized their marketing but also built stronger relationships with clients. This journey highlights the importance of being adaptable and keeping the customer at the heart of everything.

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