Taking A Direction


Building Fountain’s pipeline by launching into a new market

At a pivotal point in their company, hiring tech startup Fountain was struggling to take a new free product to the market while continuing to grow their pipeline with their bread-and-butter-businesses like Uber and Caviar. They hired Better Impact Marketing to provide much needed leadership and direction to help them reach the next level of growth.


Our main goal was to create buzz and pipeline in a new market – the $759B franchisee market. To do this, we created the company’s first real action-oriented marketing plan, ramped up the mostly new marketing team and implemented systems and processes to serve as a foundation for growth.



To rebuild the marketing team and prepare for the product launch, we:

  • Created and executed on a go-to-market strategy for the franchisee market across all business lines from marketing to sales to product

  • Created and launched a new campaign strategy and cadence to build a repeatable and dependable pipeline

  • Implemented Hubspot to improve lead quality, pipe generation and reporting

  • Partnered with a PR agency to create brand awareness for Fountain in the hourly hiring space

  • Optimized our landing pages, resulting in x 4 increase in conversions

  • Helped to hire a new head of demand generation


As part of Fountain’s new campaign strategy, we launched a direct mail marketing campaign through this landing page.

As part of Fountain’s new campaign strategy, we launched a direct mail marketing campaign through this landing page.

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68%

Increase in pipeline created quarter over quarter

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15

Media hits in 1 quarter, including Forbes, Vox, Bloomberg, Axios

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x 2

Increase in marketing close rate

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80%

Reduction in cost-per-lead

Press Coverage

Now the Fountain team has a clear go-to-market plan for launching new products and has the pipeline they need for a successful fundraising round in 2019.