Driftrock

Context

Driftrock is an integration SaaS for marketing teams. Its core job to be done: helping marketing teams securely move customer lead data between platforms like Meta, Google and LinkedIn and their CRM.

The challenge

• Flat revenue growth at ~$1M ARR for 2+ years.
• SMB customers often churning to cheaper alternatives or demanding price reductions.
• Diverse customers across Automotive, Publishing, Beverage & Alcohol and Education.
• Many custom features and high-service, agency-style solutions.
• Multiple features with low adoption.

What I did

I ran a positioning workshop with the 20-person team. Together we identified our ideal customer profile from the existing customer base: the customers who

• had the highest retention, e.g. 5+ years
• had high value and usage of the product, 10K+ data transfers per month
• paid high-value contracts, e.g. $100K+ a year.

These customers were all large consumer brands in the automotive industry, including BMW, Jaguar Land Rover, Ford and Stellantis.

I then looked at which products and features had the highest adoption among existing customers, and which drew the most interest on sales calls with prospective customers.

Based on that, I:

• relaunched the website with new positioning for the automotive industry, with a more premium design and tone of voice: “The Automotive Marketing Platform”
• simplified the offer to 3-4 core, high-value features: Conversion API, Lead Management, Affiliate Publisher Management and an AI Assistant (coming soon)
• focused the messaging on revenue for automotive clients, in their own language: “Driving $270M of New Vehicles Sold”
• switched go-to-market to account-based marketing. I removed the free trial sign-up from the homepage to discourage non-relevant SMB enquiries, stopped broad search (SEM) and social campaigns, and moved the budget into thought leadership and LinkedIn targeting of key buyers at our ICP automotive brands.

Results

• 300% increase in sales pipeline
• +£3M ARR projected for 2024