Building & Scaling a Marketing Organization for Explosive Growth: A Case Study

From 500% revenue growth to successful acquisition, learn how Utmost built a measurable and effective marketing strategy

Let's chat about how to grow your company!
6273f08451c1e3011a2c0b96_Product Overview Hero (1)-p-800

About the Company: Utmost

Utmost was a B2B SaaS startup that offers a powerful platform for managing contingent workers.

Founded in 2018, the company's mission is to help businesses simplify and streamline their contingent workforce management process.

With a focus on enterprise-level organizations, Utmost.co's platform provides comprehensive functionality for sourcing, onboarding, managing, and paying contingent workers, while also ensuring compliance with labor laws and regulations.

Shortly after launch, Utmost partnered with Rippler Group to build and lead their global marketing organization and BDR teams. 

Approach

Neha was tasked with building and leading the global marketing organization and SDR team.

The primary goal was to develop, oversee, and execute the marketing strategy, while ensuring maximum effectiveness and ROI of all marketing activities.

Neha's approach was to institute key operational processes and data analytics, including funnel, lead scoring, marketing-sales handoff, attribution, positioning, messaging, ICP, segmentation, feedback loops, pricing, packaging, product demo flows, call scripts, and more.

With this approach, the company aimed to build a revenue pipeline driven by Marketing leads and grow web traffic, blog readership, LinkedIn audience, and engagement rates.

Corporate Marketing & Communications

Neha directed corporate marketing and communications, resulting in over 500% revenue growth. This involved developing an effective brand strategy, including messaging, positioning, and key differentiators.

Demand Gen & Sales Enablement

Neha led demand generation and sales enablement, helping to build a customer base that is 70% F1000. This included developing key operational processes and data analytics, such as funnel, lead scoring, marketing-sales handoff, attribution, positioning, messaging, ICP, segmentation, feedback loops, pricing, packaging, product demo flows, call scripts, etc.

GTM Strategy

Neha partnered with the executive team in setting the GTM strategy and sales/marketing plans. This involved collaborating cross-functionally across product direction, customer retention/expansion, employee recruiting, and investor relations.

Solution

The Utmost marketing team's success can be attributed to their customer-centric approach, data-driven decision-making, and close collaboration with other functions. By implementing the right processes, tools, and tactics, they were able to achieve significant results in several key areas:

graph-128

Revenue & Pipeline

The team built a revenue pipeline that was 70%+ driven by Marketing leads 
conference-128

Audience Acquisition

The team grew web traffic by 102%, blog readership by 237.71%, and LinkedIn audience by 63% with an engagement rate that was highest among competitors
bullhorn-128

Brand Building

The Utmost marketing team guided the narrative of the company's Series B pitch ($22M in funding). They also launched a podcast with 73% YoY growth and built a community for the target persona.

Outcomes

Utmost achieved significant success and was later acquired by Beeline. Overall, Neha's contribution was critical in the success of Utmost as a B2B SaaS startup, and herwork was instrumental in helping the company achieve its business goal of growth.

In the words of the client

1570817000012

“’Neha Goel is a force to be reckoned with. She has an incredible understanding and track record of how to create, scale and cultivate a brand within a community. In the startup world, leaders need to quickly build a strong strategy, align it cross-functionally and execute on it with very little staff. She is a hands-on leader who understands that the best leaders are the ones with the grit and who are in the trenches with their team. She built a team that took on monster projects for Utmost and grew our brand recognition (and respect) dramatically over a very short period of time. Neha continued to look to try new things and push aging standards to new levels. Ever the professional, she has a great blend of authenticity, an example of what listening looks like and a clear communicator of boundaries and objectives. I truly hope to work with Neha again.”

Erika Novak, Head of Client Services & Customer Success at Utmost

Learn more about how a Fractional CMO can help you!

If you want to learn more about Rippler Group and our practice areas, we'd be happy to chat! 

Get in touch to schedule a 15-minute introductory conversation! Let's see if there's an opportunity to drive growth together