Case Study
Mapcreator : Growth Strategies & Rapid Experimentation for Market Expansion in SaaS
Company Overview
Mapcreator is a Dutch company based in Eindhoven that provides an annotated cartography software solution. This solution enables users to create customized maps quickly and efficiently. Historically, their clientele included prestigious media outlets such as USA Today, Financial Times, and CNN.
The Challenge
However, they sought to expand their market presence beyond these established customers and increase the monthly maps created by 30% within a year. The challenge was identifying and penetrating new markets, including broadcasting, tourism, NGOs, and government sectors while improving activation and retention rates.
What I did
As the Growth Marketing Manager, I was brought on board to lay the foundations for sustainable growth through a series of rapid experiments. My objectives included developing a comprehensive go-to-market strategy, localizing marketing efforts, and exploring new market opportunities .
Actions
Setting Up the Right Tools: I implemented product analytics tools such as Segment and Mixpanel to consolidate data silos and enhance our data tracking capabilities.
Improved Google Analytics implementation and developed dashboards using Google Data Studio and Supermetrics to facilitate data-driven decision-making.
Developing a Go-to-Market Strategy:I utilized rapid experimentation for various aspects of the strategy, including target customer identification, value propositions, and channel strategies.
Conducted competitive analysis and optimized lead funnels to ensure alignment with our growth objectives.
Running Market Experiments: Executed experiments to identify which markets were most receptive to our mapping tools, testing different value propositions tailored to each segment.
Redesigned user experience and onboarding processes to enhance user engagement and retention.
Inbound Marketing Strategy: Established an inbound marketing strategy to address the friction-to-value in our product offering and utilized social advertising to reach our target audience.
Implemented account-based marketing strategies with lead-generation techniques to maximize conversion rates.
Rebranding and Website Redesign
I collaborated closely with the graphic designer to rebrand Mapcreator, ensuring the visuals resonated with our new target markets.
Took the lead on the website redesign, coding the structure myself and collaborating with a freelancer for responsive design and fine-tuning.
Before :
New branding and new value proposition :
Achievements :
- North Star Metric Improvement: Successfully increased the number of maps created by 25% within 1 year and 9 months, surpassing the initial goal of 30%.
- Market Expansion: Successfully opened four new markets, contributing to a 20% increase in annual revenue from these segments.
- Data-Driven Culture: Enhanced the organisation’s ability to make informed decisions through improved data tracking and analytics, fostering a culture of experimentation.
