CASE STUDY
Driving Growth in SaaS with a Lean GTM Strategy
In a Nutshell
- Challenge: Growth in competitive SaaS market with a small team was difficult to achieve despite a strong product position.
- Solution: Delivered a complete website refresh, new content and lead-gen funnels, customer success and product videos, G2 profile optimization, and LinkedIn campaign development.
- Results: 105% increase in qualified leads in first 8 months, 100% increase in deal volume, 22% YouTube audience growth, and 19% LinkedIn follower growth with 6.6% engagement rate.
Overview
SoftLedger is a modern cloud accounting platform designed for multi-entity organizations with complex reporting requirements. Built with an API-first architecture, the platform delivers real-time consolidation and reporting, positioning it as a nimble, cost-effective alternative to legacy ERP systems like NetSuite and Intacct.
By early 2025, SoftLedger was preparing for its next stage of growth. With opportunities to showcase its product at major industry events later in the year, the leadership team wanted to sharpen its go-to-market approach, expand brand presence, and generate more qualified leads. Operating with a lean sales and marketing structure, SoftLedger needed outside expertise to accelerate these efforts and maximize the return on limited resources.
Solution
Bevelroom Consulting partnered with SoftLedger to build and execute a GTM strategy that would amplify visibility, generate demand, and strengthen the sales pipeline. The approach focused on five integrated areas: website optimization, video marketing, content and outreach, review platform presence, and LinkedIn campaign preparation.
GTM Diagnostic and Strategic Insights
- Combined website and search data along with competitive benchmarking to develop a stronger brand narrative and value proposition messaging framework.
- Analyzed CRM data to identify pipeline gaps, including a heavy reliance on single-deal accounts and low interaction rates with decision-makers.
Website Enhancements
A strong digital presence was essential for attracting CFOs and controllers early in their buying journey. Bevelroom led a complete website refresh and migration to a new content management system (WordPress + Elementor), making the site more flexible, scalable, and conversion-focused.
Key updates included:
- A refreshed homepage and landing pages with sharper messaging, stronger CTAs, and trust-building elements above the fold.
- New customer success case studies, proof points, and a dedicated FAQ section to improve SEO and credibility.
- An interactive ROI calculator and assessment to help prospects self-qualify.
- Streamlined navigation and updated design elements to align with SoftLedger’s positioning.
Video Strategy
To enhance storytelling and accelerate buyer trust, we created a comprehensive video content strategy:
- A 2–3 minute product overview video featuring leadership voices and customer perspectives.
- Customer success videos highlighting SoftLedger’s high rate of customer satisfaction and demonstrating how customers achieve success on the platform. These were integrated into customer success content across the site and sales enablement.
- Ongoing video production assets, including raw footage for walkthroughs and use-case clips.
- YouTube channel enhancements, organizing playlists by use case, refreshing thumbnails and descriptions, and optimizing for SEO — helping grow new audience reach and repeat viewership.
- Strategic distribution of video content across the website, LinkedIn campaigns, email nurture, and events.
Content Marketing & Lead Generation
We built a content engine to highlight SoftLedger’s expertise and drive consistent lead flow. Deliverables included:
- Development of new HubSpot-powered lead generation funnels, content, and CTAs to automate follow-up and nurturing.
- A comprehensive Complete Guide to Multi-Entity Accounting (link) to position SoftLedger as a thought leader.
- A Multi-Entity Accounting Starter Kit (link) to attract early-stage buyers with practical, gated resources.
- New customer case studies that showcased measurable improvements like faster closes and simplified consolidations.
- An updated demo conversion page (link) designed to drive more high-intent conversions.
- Improved presence on review sites such as Capterra, paired with content kits for sales outreach.
G2 Profile Optimization
Given the role of peer validation in software buying decisions, we enhanced SoftLedger’s G2 profile to increase visibility and credibility. Efforts included:
- Optimized product details to highlight SoftLedger’s differentiators.
- Strengthening alignment with keywords and categories most relevant to SoftLedger’s ICP.
LinkedIn Campaign Development
Bevelroom designed a LinkedIn campaign framework to launch later in the year, ensuring SoftLedger had the right content mix for a full-funnel strategy. This included:
- Awareness-stage assets such as guides, videos, and thought-leadership articles.
- Consideration-stage content featuring case studies and product walkthroughs.
- Decision-stage offers like ROI calculators and demo CTAs.
- Retargeting and matched audience strategies to maximize efficiency once the campaign launched
Results
Up 105%
Marketing
Qualified Leads
Up 2X
Sales Qualified
Deal Volume
Up 80%
Search
Impressions
Between January and August 2025, SoftLedger saw measurable gains in brand visibility, audience engagement, and pipeline growth:
Lead Generation:
- Qualified lead volume increased by 105%.
Pipeline:
- Deal volume doubled.
SEO:
- Search impressions grew +80% YoY
- Branded search demand increased, and new non-branded keywords began contributing traffic.
YouTube:
- Monthly audience expanded 22%.
- Subscribers grew 12%.
LinkedIn:
- Followers: +19% growth.
- Visitor Activity: ~19% average daily page view growth compared to January baseline.