Maji
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Maji, a B2B financial well-being platform, approached Growth Division for support with unlocking MRR from lead generation channels and establishing a strong growth marketing process. We tested 5 marketing channels with an Account-Based Marketing approach.
£148k
145
The Challenge
Maji is a financial well-being platform that helps employees manage and plan their finances. The Maji team approached Growth Division when they felt they were on the precipice of a new period of growth, making the move from startup to scaleup.
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THE GROWTH STRATEGY
Our first task for Maji was to develop a full marketing strategy from the ground up, as well as to audit and improve the website.
We felt that Maji was a strong case for an Account-Based Marketing (ABM) approach. We began building up brand awareness on LinkedIn, and combining organic activity with targeted direct outreach and experimenting with LinkedIn ads, too. We also took over SEM advertising and launched SEO, conducting systemised growth experiments across all channels.
01
Developed a full marketing strategy from the ground up, informed by customer research and refreshed key messaging.
02
Audited and improved the website UX, while testing three distinct value proposition statements to refine positioning.
03
Launched targeted outreach and community-building campaigns across LinkedIn and email to engage prospects directly.
04
Implemented a new Account-Based Marketing (ABM) strategy and took over SEM to efficiently harvest and convert leads.
THE CHANNEL MIX
Community building (via LinkedIn) was validated as an evergreen channel, successfully growing brand awareness and supporting sales and investment efforts. This combined nicely with direct outreach, which was the most successful channel of all.
LinkedIn ads generated leads (via a lead magnet download), but they were fairly low intent. It would be good to revisit this channel in the future with enough budget to run it for 4-6 months with a medium-term strategy and a focus on reducing CPAs. This was also true for SEM marketing, which wasn’t scalable at this stage.
THE IMPACT
We worked with Maji for a little over one year, and added £148k in ARR to their bottom line in this time, as well as booking in over 145 meetings with their ICP. Direct outreach proved to be the strongest growth channel, particularly when hyper-personalised. The Maji later team opted to bring this in-house.
Maji entered the next phase of their growth with more revenue, but more importantly, a clear view of what was working in their marketing – and what might work later down the line.
£148k
145
The team that made it happen
Led by Growth Strategist Tom Hurst, we assembled a growth team of channel experts with ABM and financial services experience, drawing from our network of 85+ vetted freelance experts.
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