Unlock
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Unlock is a B2B SaaS scaleup that was looking for a route to its first £1M in annual recurring revenue. Our experimentation uncovered a profitable new growth channel for Unlock, adding £160k in ARR, and lowering its marketing cost to just £101 per qualified demo.
£160k+
£101
6,245
The Challenge
When Growth Division started working with Unlock, they were a 30-person strong team who had already proven there was real demand for their product. What they currently lacked, however, was the scale they needed to hit their £1m subscription revenue target.
THE GROWTH STRATEGY
In Phase 1, we developed a go-to-market strategy for Unlock, which included refreshed messaging and value proposition statements. We launched and optimised new landing pages, then we began running systematic growth experiments on each new marketing channel.
01
Developed a go-to-market strategy and supporting documentation, including refreshed messaging and value proposition statements.
02
Launched and optimised new landing pages and LinkedIn ad campaigns to drive qualified traffic and test acquisition channels.
03
Produced a targeted content and keyword strategy to strengthen organic visibility and support paid performance.
04
Evaluated and optimised channel performance, proving SEM was not viable while successfully leveraging search marketing to harvest leads.
Channel validation
- Doubled down in direct outreach – operating 2 founder profiles
- Proved SEM wasn’t viable due to cost of qualified leads
- Stopped LinkedIn ads to re-allocate budget to direct outreach
Target: Head of People of tech companies.
Geo: Europe & US
Strategy: Crunchbase, LinkedIn
Approach: Lead Generation
Profiles: 2
Duration: 15 months
Direct Outreach team utilised crunchbase & LinkedIn to identify prospects working in tech companies with 200-500 headcount based in US & EU.
We enriched this with a list of head of people of the company and launched a mixed channel outreach campaign through LinkedIn & email using 2 co-founder profiles.
THE CHANNEL MIX
Despite significantly improving the performance of Unlock’s PPC ads (8% CTR), we invalidated this channel due to the high cost of leads. We redirected this budget towards doubling down on direct outreach, which proved very successful from the outset.
"They are all top of their game in their respective fields"
“We've met and worked with probably 10+ of the GD team at this point and they are all top of their game in their respective fields. This means that they not only execute on our goals but also bring hugely valuable insights and perspectives to our campaigns, that we wouldn't have thought of.
This is a killer combo and means they add value at every turn. They're generous with their time and efforts, and treat their clients like they're a part of the family.”
THE IMPACT
Direct outreach was the real star of the show here, and we booked over 100 demo meetings through this channel in the first 3 months alone. We had some success with other channels, but direct outreach stood out for both volume and cost-effectiveness, leading us to strip back other channels and double down on this one instead.
Growth Division worked with Unlock for 15 months, and in this time, we generated over £160k in ARR.
£160k+
£101
6,245
The team that made it happen
After previously working with an agency that overpromised and underdelivered, what Unlock wanted now was an agency that felt like an extension of their own team: transparent, invested, and always there to bounce ideas off. Headed up by Growth Strategist Tom Hurst, here’s the team we assembled to make that happen.
TALK TO OUR GROWTH ADVISOR
TRISTAN ABOUT YOUR GOALS
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