Spanugo

Growth Marketing & Lead Generation for SaaS

Spanugo provides a unique approach to cybersecurity posture assurance for the enterprise hybrid cloud through their Automated Security Assurance Platform. Their software is used to ensure the security or sensitive data within the healthcare and financial sectors, among others.

Services

  • Digital Marketing Strategy & Implementation

  • Google Ads Search & Display Ads

  • Unique SEO Content

  • Email Marketing

  • Outbound Marketing

  • Webinar Planning & Promotion

Growth Marketing & Lead Generation for SaaS

Spanugo provides a unique approach to cybersecurity posture assurance for the enterprise hybrid cloud through their Automated Security Assurance Platform. Their software is used to ensure the security or sensitive data within the healthcare and financial sectors, among others.

The Problem

Spanugo was looking to reach key decision makers in specific industries. They needed both a long-term and a short-term growth marketing strategy for lead generation, and a plan of action to increase brand awareness. In addition to marketing strategy, Spanugo required a sales and marketing technology stack setup to track inbound leads, manage the sales process, and engage in email marketing.

Our Approach

We worked closely with Spanugo’s executive and sales team to determine their ideal markets. Rather than cast a wide net, we focussed primarily on the healthcare sector, as their SaaS platform provides automated security assurance following HIPAA compliance guidelines for health organizations. We conducted extensive keyword research for this vertical to create Google Ads campaigns, SEO content, and webinar topics.

While part of the team was focused on lead generation for SaaS, the other was on marketing technology stack setup to make the most of new leads. We set up Pipedrive CRM for lead and deal management and connected it to their WordPress site using Gravity Forms. We also set up GetResponse for email marketing, which was instrumental in webinar communication with leads.

The Solution

We created a growth marketing strategy for Spanugo that would result in long-term lead generation for SaaS, focussing heavily on content creation. We began with weekly meetings between our writer and the Spanugo team, publishing biweekly SEO articles based on healthcare security keywords. These articles were then shared across Spanugo’s social media accounts. 

We also worked with the Spanugo team to plan and execute webinars. These webinars were promoted through targeted Google Ads campaigns as a short-term lead generation solution. We created optimized landing pages that follow best practices, including a prominent CTA button, a simple signup form and responsive design. All attendees and absentees were sent a video recording of the webinar by email as a follow up.

One of the campaigns we created for Spanugo was a custom HIPAA compliance scorecard. We designed a test that presents visitors with yes or no questions regarding their organization’s compliance with HIPAA guidelines. Users sign up with their email to receive their compliance score, as well as information on areas of opportunity, with a CTA for a free consultation. 

In addition to this, we provided was outbound sales calling and emailing through a contracted sales team. We managed this external sales team and performed lead enrichment to improve data accuracy and increase closing rates. 

The Benefits

Through our growth marketing strategy, with lead generation for SaaS specifically, we were able to increase marketing qualified leads and sales qualified leads for Spanugo. Leads were nurtured through email and phone follow ups to booked meeting conversions. Original SEO content created for the site was successful in Google, with first page rankings for their keywords.

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