LegitFit Success Story
LegitFit provides management software for gyms across the UK & Ireland. When they approached us they were after the first pre-seed round, with no marketing department. LegitFit struggled with a marketing strategy and with a low number of inbound leads.They needed support with building and hiring a marketing team, driving growth marketing strategy with expansion to new markets (UK), as well as getting tracking and reporting in place to become a more data oriented business.
Key Results
Apart from building & managing a marketing team of 4, we have achieved some great results relating directly to the company’s ARR.
MQL increase YoY
+190% increase in MQL generated YoY with CPL kept below €100
MQL to SQL
+48% conversion rate from MQL to SQL (meetings booked)
MQL to Customer
+19% conversion rate from MQL to Customer
Ryan O’Neill – CEO & Founder, LegitFit
“Adrianna’s knowledge and experience in marketing strategy, branding, and lead generation were second to none. She provided clear and concise guidance on all aspects of marketing, from website design to social media marketing to performance marketing, helping us to build a strong online presence and generate leads from day one.”
Challenges
One of the main challenges for LegitFit was getting the marketing function up and running, with a primary objective of growth and expansion to a new market. LegitFit had no historical data or insights, therefore a lot of activities had to be tested before nailing down channels to scale and optimise. Before we joined, business heavily relied on current customer referral or direct sales with no inbound leads (avg. of 10 p/m).
Solution
LegitFit’s CEO & Co-founder Ryan O’Neill approached me through a referral to help them with marketing. I joined the team as a consultant (partial Head of marketing) with the primary objective of driving demand generation, growth strategy and building an internal marketing team.
I had several years of experience in leading global demand generation for other SaaS SMB companies with a proven track of record. Myself and the LegitFit management team found common ground fairly quickly and we started working together in June 2021. Our partnership lasted until the end of February 2023.
My main responsibilities included:
- Managing marketing growth strategy with heavy focus on demand generation tactics
- Managing external agencies and other stakeholders
- Optimising and scaling new channels for growth & lead generation
- Working closely with sales on pipeline, funnel optimisation & revenue targets
- Building & mentoring internal marketing team from 0 to 5, as well as helping in hiring full time Head of Marketing
- Setting reporting, targets and KPIs for marketing
Results
I had some ambitious targets to reach. In one year I managed to increase inbound lead generation from an average of 10 per month to average of 60 p/m, reaching our first 100 MQLs in one month.
I ran several ABM campaigns that led to 23 deals being created and influenced over €17k revenue, as well as optimised and scaled paid ads.
I optimised google ads, which became a 2nd best acquisition channel with:
- CTR of 6%
- Increased impression share from <10% to 22%, owning top impression share out of our key competitors
- 90% for top of page
Keeping a close eye on the funnel was a crucial element of the work. I had to make sure that the quality of MQLs generated is good enough to reach revenue targets. A close collaboration with sales helped me to work and increase MQL to SQL conversion rate to 48%, and got MQL to Customer conversion rate at 19%!
LegitFit had a great customer base who was very pleased with the product. As a result I ran some campaigns with a goal of driving more customer online reviews. The results were satisfying:
- Increased Capterra reviews from 102 to 165
- Got google reviews to 102 (majority of 5*)
Apart from managing and running marketing campaigns, I was responsible for making sure tracking is set, and that we have monthly marketing reports and targets. I set marketing targets & KPIs’ (in conjunction with company business goals & revenue target).
Lastly, I helped to lead a lot of website changes and optimisations to improve the user experience as well as help the brand look more professional.
With a clear marketing growth strategy and more inbound activities, it was necessary to start hiring a marketing team internally. By 2023, the marketing team had 4 full time members (excl. me). I helped to hire and mentor the marketing team. As the marketing function grew, it was necessary to hire a full time head of marketing. I interviewed & helped in hiring the right person to fill this position.
Testimonials
What Our Clients Say
I had the pleasure of working with Adrianna while she was leading the Marketing function at VROMO. She achieved an enormous amount in terms of a new enterprise strategy and getting a solid foundation in place across brand, digital, trade and PR. She built an exceptional team, invested considerable time in developing her reports and she worked incredibly well with colleagues across sales, product, customer success and finance functions. I would highly recommend her for any marketing leadership role and wish her every success in the future.
I worked with and managed Adrianna for three years when I was Global Head of Marketing at Phorest. I would highly recommend her for any growth marketing or leadership role. She was data-driven, logical, very ambitious, a good team player and always humble with integrity. One thing that really struck me was how closely Adrianna was aligned with sales, how well she understood their processes and how she really thought about the end-goal of lead generation company wide. She has an incredibly bright future and I hope one day I work with her again!
I highly recommend Adrianna to any company seeking a talented and experienced Fractional CMO. Her deep expertise and guidance during our early stages played a significant role in our success, and I would not hesitate to work with Adrianna again in the future. Adrianna played a critical role in helping us develop and execute our marketing strategy, and her contributions were invaluable to our success.
Her knowledge and experience in marketing strategy, branding, and lead generation were second to none. She provided clear and concise guidance on all aspects of marketing, helping us to build a strong online presence and generate leads from day one.
Working with Adrianna was a true pleasure. She was always available and extremely responsive, providing us with valuable insights and feedback throughout the marketing process. Her ability to work seamlessly with our team, including our SLT, helped to ensure that we were all working towards the same goals. She was also a huge support to our hiring and furthermore our team’s development.
Adrianna is an expert in digital marketing with high sales & project management skills. She was fundamental in opening new market opportunities in Europe and also Australia for our lead management SaaS based solutions.
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- Full fractional CMO model
- Attending board meetings
- Monthly reporting
- Team meeting attendance
- Team hire & management
- Vendor selection & management
- Budget management
- Marketing strategy
- Setting KPIs & Targets
- Campaign management & activity plan
- Marketing automation
- PPC (optional)
STARTER
STARTER
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- Advisory CMO
- Bi-weekly meetings
- High level GTM strategy
- Advisory on marketing team structure
- Advisory on channel growth