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
Increase in pipeline created quarter over quarter
Media hits in 1 quarter, including Forbes, Vox, Bloomberg, Axios
Increase in marketing close rate
Reduction in cost-per-lead
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.