Spear Growth

BACKGROUND

Please describe your company and position.

I am the Director of Demand Generation of Ketch

Describe what your company does in a single sentence.

Ketch is modern privacy management software that keeps your data clean, permissioned, and AI-ready. 

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Spear Growth to accomplish?

• Take Over and Stabilize Google Ads Performance Replace the in-house marketer's efforts by fully owning Ketch's Google Ads initiatives for the US market, with the initial target of matching the results that were already being achieved before the transition.
• Improve Google Ads Results Over Time Once baseline performance was matched, steadily improve campaign performance to consistently hit targeted MQL and SQL numbers on a weekly basis.
• Establish a Strong LinkedIn Marketing Presence Build LinkedIn as a new marketing channel for Ketch, which they hadn't previously leveraged, through Demand Generation, Retargeting, and Lead Generation campaigns across the US and Europe.
• Expand Into New Geographic Markets Test and break into new regions — including Australia, UK, and India — through Demand Capture campaigns to diversify Ketch's market reach beyond the US.
• Improve Lead Quality and Pipeline Conversion Drive measurable improvement in the quality of MQLs and the MQL-to-opportunity conversion rate across both Google and LinkedIn channels, ultimately generating meaningful closed-won revenue from paid marketing.
• We were looking for a partner to help us with strategizing, managing, and scaling our performance marketing efforts. As a fast-growing company with aggressive marketing goals, we needed an agency who could drive measurable results, and Spear Growth played a key role in that journey.
• Scale the Best-Performing Campaigns After identifying what worked, restructure the account for expansion by segregating keywords into known and unknown intent, adding competitor campaigns, and scaling top performers — all without negatively impacting existing MQL and SQL numbers.
• Adapt Marketing Strategy to the PLG Business Model When Ketch shifted from an MQL-focused model to a Product-Led Growth approach, realign the entire paid marketing strategy, prepare new projections, and plan initiatives around the new lead-focused targets.

SOLUTION

How did you find Spear Growth?

• Online Search
• Referral

Why did you select Spear Growth over others?

• High ratings
• Pricing fit our budget
• Great culture fit
• Good value for cost
• Referred to me
• Company values aligned

How many teammates from Spear Growth were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Before we hired Spear Growth, we had an in-house marketer who managed our Google ad initiatives for the US. We were not completely satisfied with those initiatives, which is why we started looking for a marketing agency who could not just completely own our Google ad initiatives, but also help us set a strong foothold in LinkedIn marketing. 

Stage 1 - Once the work with Spear Growth officially began, the initial goal was to match the results which we were already getting from Google ads and then improving them steadily over time. So for the first six months approximately, that remained the focus. By the end of six months, once we consistently started hitting the targeted MQL and SQL numbers for several weeks, we decided to move to the second stage of the project.

Stage 2 - In the next phase of the project, we started expanding the account. For this we experimented breaking into several other regions including Australia, UK and India through Demand Capture. But with Spear Growth's proactive approach, we soon realized that it wasn't going to be as fruitful as we were hoping. So Spear Growth quickly pivoted their strategy and started refocusing on the region that had worked best for us in the past, which was the US. They started restructuring the account as per our expansion goals by segregating keywords into known and unknown intent as well as added competitor campaigns, all while keeping in mind that the existing MQL and SQL numbers aren't affected negatively. They kept a constant eye on the numbers and kept scaling the campaigns that were performing the best. This resulted in July 2024 being the best performing month for us in terms of our Google marketing efforts. 

Stage 3 - Post July, there was a major shift in our business model where we adopted the PLG approach. Accordingly, our targets also shifted from MQLs to leads. Spear Growth assisted us thoroughly during this time by optimizing their marketing strategy for our new PLG business model. They prepared projections and planned initiatives in line with our new goals and helped streamline everything.

Stage 4 - While all of this was going on, Spear Growth was also constantly trying to make our LinkedIn marketing work in US and Europe through several creative campaigns. They tried Demand Generation, Retargeting as well as Lead Generation via LinkedIn, but initially, LinkedIn did not work well for us for a few months. Despite this, Spear Growth did not give up and kept coming up with new ideas to revamp our marketing strategy. Eventually around the end of 2024, we started getting a decent improvement in the quality of MQLs, the MQL to opportunity percentage through both Google and LinkedIn. In December 2024 and January 2025, the actual results exceeeded the projections and by Feburary 2025, we were able to hit amazing numbers like a 30% conversion rate from one of the campaigns. We also started seeing LinkedIn engagement from huge companies in our ICP.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Speargrowth delivered significant and measurable success. Some of the most impressive milestones we achieved together include:
1. Improved MQL to opportunity percentage from 17% to 41%
2. Consistently matched or exceeded projections and actuals QoQ
3. Cut the unqualified lead rate from 50% to 20%
4.In 2025, they helped us generate $1,252,374.55 in closed-won revenue making it the best year ever for paid as a channel for Ketch.

Unqualified lead rate was cut from 50% down to 20%, meaning the quality of inbound leads improved dramatically.

Projections and actuals were consistently matched or exceeded on a quarter-over-quarter basis.

July 2024 became the best-performing month ever for Ketch's Google marketing efforts.

In 2025, Spear Growth helped generate $1,252,374.55 in closed-won revenue, making it the best year ever for paid as a channel for Ketch.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

They deliver on time, and respond to all our needs pretty quickly.

What was your primary form of communication with Spear Growth?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

I like how responsive they are with us. They listen to our goals, and deploy a strategy to make things happen. They react/adapt quiclky when experiments are not working as exected to rectify and deliver the right results. They are educating our marketing team too on all things paid ads.

Are there any areas for improvement or something Spear Growth could have done differently?

I value this partnership, and cannot think of any major things for them to improve.

BACKGROUND

Please describe your company and position.

 I am the Senior Manager - Growth Marketing of a software company 

Describe what your company does in a single sentence.

The company takes you beyond compliance, allowing fast-growing enterprises to manage their digital risk with confidence. The Platform eliminates compliance debt with automated workflows, real-time risk visibility, and expert guidance. With us, managing risk is effortless—enabling you to grow without compromise while staying secure and audit-ready.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Spear Growth to accomplish?

• To strategize, manage, and scale our performance marketing efforts

SOLUTION

How did you find Spear Growth?

Referral

Why did you select Spear Growth over others?

• Great culture fit
• Good value for cost
• Referred to me
• Company values aligned

How many teammates from Spear Growth were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Our engagement with Speargrowth spanned over two years, during which they played a key role in scaling our performance marketing efforts across multiple stages.

In the initial phase, the Speargrowth team conducted a comprehensive audit of our accounts, identifying key optimizations. They restructured our Google Ads campaigns—creating dedicated competitor and category campaigns, refining keyword segmentation, and launching targeted product-based campaigns. Once the structure was stabilized and lead volume increased, the focus shifted towards improving lead quality, expanding into demand generation via LinkedIn.

As we entered the second year, our India campaigns were performing well, and we were gaining traction in the US. A major breakthrough came with the implementation of offline conversions, allowing us to identify the high-performing keywords, segments, and locations. This strategic move led to a 60% increase in India leads and an 86% jump in SQLs.

By mid-2024, our campaigns were well-optimized across India and the US. However, following a funding round and new growth targets, we aimed for 3X scaling in the US. Speargrowth worked closely with us, conducting detailed projections and executing an aggressive expansion plan. While initial projections proved unrealistic, they quickly pivoted, refining strategies to align with market realities. Their adaptability and strategic execution - including keyword optimizations, ad copy enhancements, and campaign expansion into the EU and APAC - enabled us to meet revised targets, closing 2024 on a high note.

Throughout the partnership, Speargrowth demonstrated a data-driven, agile approach, helping us scale efficiently while maximizing marketing ROI.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Speargrowth delivered significant and measurable success. Some of the most impressive milestones we achieved together include:
1. 30x increase in ad spend, expanding across North America, Europe, and APAC
2. 100% YoY growth in SQLs from paid campaigns
3. Complete restructuring of our ad account, making it scalable for a 3x increase in spend
4. 40% QoQ growth in deals generated from paid campaigns in 2024
5. Successful launch, management, and scaling of campaigns for multiple new compliance frameworks
6. Achieved aggressive post-funding growth targets in 2024

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Slack was our primary communication channel, with weekly sync calls and additional ad-hoc calls as needed.

At the start of each quarter, we align on a plan outlining goals and deliverables. We conduct weekly check-ins to monitor progress, address blockers, and discuss any dependencies.

What was your primary form of communication with Spear Growth?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

What stood out most about Spear Growth was their deep expertise in B2B SaaS performance marketing and their ability to adapt quickly to changing business needs. Their data-driven approach, structured experimentation, and proactive problem-solving helped us scale efficiently while maintaining high lead quality. Additionally, their seamless collaboration and ownership-driven mindset made them feel like an extension of our own team rather than just an external agency.

Are there any areas for improvement or something Spear Growth could have done differently?

While we were very satisfied with Speargrowth’s overall performance, one area for potential improvement could be in the speed of execution during periods of rapid change. At times, quicker adjustments and more frequent feedback loops would have allowed us to stay aligned even more closely. However, these instances were infrequent, and their results-driven approach always delivered in the end.

BACKGROUND

Please describe your company and position.

I am the Growth and Marketing Manager of Petpooja

Describe what your company does in a single sentence.

B2B SaaS

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Spear Growth to accomplish?

• For Ads/Performance Marketing Services
• For SEO Content Strategy

SOLUTION

How did you find Spear Growth?

LinkedIN

Why did you select Spear Growth over others?

Company values aligned

How many teammates from Spear Growth were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Ads Strategy:

Map out the information about the company, products, audience, and competitors.
Creating messaging & targeting.
Translate the marketing goals into ad-level goals and divide the budget accordingly.
Clear documentation to help all the stakeholders stay aligned.

Platform-level Tracking:
Set up and validate tracking across Google Analytics, Google Ads, LinkedIn Ads & Facebook Ads.
This includes setting up custom events and values.
Setting up tracking properly will help to collect useful information to guide future efforts, especially when we want to scale.

Ads:
Running ads across the 3 major ad channels

SEO: 
We did 2 sprints with Spear Growth 
1. SEO Content Strategy Sprint.
2. Mini Technical SEO audit

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

ADS: The total number of conversions increased by 32%, while the percentage of irrelevant conversions dropped significantly by 42%. This highlights an improvement in relevance and campaign efficiency, achieving a 32% scale-up in three months.

SEO:
Organic clicks were increased by 23.35%

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The team at Spear Growth was always connected to us through Slack; we also had weekly catch-up calls. They diligently communicated and responded to our queries and doubts without delays. We always had clear visibility into the progress of the project.

What was your primary form of communication with Spear Growth?

Virtual Meeting

What did you find most impressive or unique about this company?

They always experimented a lot at scale. The team was through with weekly reports. They were always SaaS focused and had always considered offline sales status to optimise campaigns.

Are there any areas for improvement or something Spear Growth could have done differently?

Not really. They are a great team.

BACKGROUND

Please describe your company and position.

 I am the Senior Marketing Executive of a software company 

Describe what your company does in a single sentence.

End-to-End ESG software

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Spear Growth to accomplish?

• SEO Content Strategy Sprint

SOLUTION

How did you find Spear Growth?

Referral

Why did you select Spear Growth over others?

• Pricing fit our budget
• Referred to me

How many teammates from Spear Growth were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

The SEO Content Strategy Sprint was done in 3 parts. In the first part, they created a Category Analysis Report, which helped us better understand how we are doing in SEO and what our competitors are doing. We got insights like what type of pages our competitors are ranking for and what's working for them and what's not. After that, they delivered two content topics (keywords) every week. After the new content pieces went live, they also handled the SEO review and created an automated performance tracking dashboard. We received 24 content recommendations and they published a report for us.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

The content that is published so far is doing really well with good CTR.

Two of the published content are in the snippet on Google search page.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Slack was our primary channel of communication. There were weekly sync calls with them, also did ad-hoc calls whenever needed.

What was your primary form of communication with Spear Growth?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

Spear Growth try really hard to understand the different nuances within our industry, to try and improve their own knowledge so that they can provide us with better recommendations. We see the tenacity and the consistency from the team to always try to cater to our requests.

Are there any areas for improvement or something Spear Growth could have done differently?

No, we are happy with the work and project delivery.

BACKGROUND

Please describe your company and position.

I am the SVP Marketing of a healthcare solutions company.

Describe what your company does in a single sentence.

We improve clinical workflows and hospital margins with EHR-integrated clinical decision support software for hospital clinicians.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Spear Growth to accomplish?

• Write SEO-focused content
• Grow BoFU traffic
• Generate new leads and opportunities

SOLUTION

How did you find Spear Growth?

online B2B marketing group

Why did you select Spear Growth over others?

• Pricing fit our budget
• Understood the specific work needed

How many teammates from Spear Growth were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

We did an SEO Content Strategy sprint with Spear Growth. The Sprint lasted for around 16 weeks. 

They first 3 weeks, they spent time on research to understand our product and ICP. They created a Competitor Category analysis which got us insights into what our competitor is doing and also helped us find new opportunities. 

Every week they would give us 2 content topics along with a thorough SEO brief to work on, and they also connected us to their content writing partner who helped us create some of the pages. After the pages were created, they would review them from an SEO POV and also created a performance tracking report.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

We had found success in regularly creating demand-generating pages, but as a small team, when our previous partner shut down, I needed outside help to do that consistently. I was really impressed with the content writing by the SpearGrowth team and their overall process, which accelerated traffic to get back on track with our growth we'd been experiencing for the last year and a half.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Slack was our primary channel of communication with them, and we also did a weekly catch-up call with them. The team was pretty quick with their replies and timely with their content delivery. We did ad-hoc calls whenever necessasry. 

What was your primary form of communication with Spear Growth?

Email or Messaging App

What did you find most impressive or unique about this company?

I was impressed with their ability to write good content on a complex topic like US healthcare and the detailed reporting they provided.

Are there any areas for improvement or something Spear Growth could have done differently?

Scheduling was ocassionally difficult to align with meeting invites getting mixed up, but I attributed that mostly to the large time difference and didn't affect the quality of the work. Communicating through Slack was always easiest.

BACKGROUND

Please describe your company and position.

I am the Head of Marketing of Cacheflow

Describe what your company does in a single sentence.

CPQ and subscription billing software that helps to close SaaS deals more efficiently. 

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Spear Growth to accomplish?

• Drive qualified sales pipeline with SEO traffic
• Rank for bottom and mid-funnel keywords from a target list
• Create SEO blogs and landing pages to convert from traffic to leads

SOLUTION

How did you find Spear Growth?

Podcast guest

Why did you select Spear Growth over others?

• Pricing fit our budget
• Good value for cost
• Liked what the CEO said on the podcast

How many teammates from Spear Growth were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Spear Growth team owned SEO Content Strategy and the content production for us. They did thorough research during the first 3 weeks to figure out what's happening in the industry and what strategy we can adopt to scale SQLs/MQLs through organic. Spear Growth team owned the SEO Content Strategy end-to-end. From finding BoFu keywords to creating the content(both blog and product pages). As a result I had to spend very less time on this project!

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

We saw an YoY growth of:

1. 9x increase in MQLs from organic.

2. 6909.7% increase in organic traffic! 

3. 3x increase in Non-branded traffic.

4. Consistently closed deals from SEO pages

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Slack was our primary channel of communication with them. We also did a weekly catch-up call with them. The team replied pretty quickly, and we did ad-hoc calls whenever necessary. 

What was your primary form of communication with Spear Growth?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

I can't say enough good things about how it was working with your team and the Spear Growth results we achieved. I always refer companies to them when it comes up, and will continue to be an advocate for Spear Growth in the future. 

The leadership team was impressed we were able to break into such competitive keywords, and liked our approach.

Are there any areas for improvement or something Spear Growth could have done differently?

No nothing specific

BACKGROUND

Please describe your company and position.

I am the Digital Marketing Specialist - Organic Growth of Darwinbox

Describe what your company does in a single sentence.

Darwinbox is a leading provider of cloud based HRMs solution which is a Human resources management software.It provides a SaaS platform to all its customers. Our target audiences are more of the CHROs and the HR leaders out there and its main focus is to solve for people, solve for employees. I work as an organic digital marketing specialist for organic growth.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Spear Growth to accomplish?

• Darwinbox hired Spear growth for two main projects primarily for first being the SEO content strategy for the MENA region and the second being the critical keyword sprint, where they were helping us rank for every important industry, defining keywords, which was having high competition keywords, relevant keywords, and all of them were targeted for the MENA region.

SOLUTION

How did you find Spear Growth?

Connection with the Founder

Why did you select Spear Growth over others?

• High ratings
• Good value for cost

How many teammates from Spear Growth were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

So we decided to work with Spear Growth for two main sprints, one being the SEO content strategy and the other critical keyword sprint. To begin with, the SEO keyword strategy. 
Spear Growth team did thorough research on our industry and competitors and also created a report to give us an overview of what's happening in the industry from an SEO point of view and also how our website was performing post that we used to get two keywords per week to work on by them.
This included the content and the SEO brief, like they had put together an entire end to end plan where we just had to pick things up, explain to the right people inside like part of Darwin Box who could create content, what should be the structure, like what could be the questionnaires that we need to include in the form of faqs and what are the set of long tail keywords, seed keywords, et cetera, that needs to be included. 
So a very detailed planning was done for us and it was very easy for us to pick that up and execute. And once the content used to be ready, we used to get it reviewed by Spear Growth team and we used to receive the total.We received 24 keywords to work on in twelve weeks and the second being the critical keyword sprint where we had given a list of 30 main industry specific keywords that were vital for Davenbox and for which we wanted to rank. 
The data provided by Spear Growth gave us an entire roadmap on how to rank for them. This information was used by ad teams along with the organic content team. They also created a calculator to give us an assumption of the business we can make out of these keywords. So it was like a good plan and execution that spare growth did for us.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

So in six months we could achieve the kind of planning we had in mind, the kind of rankings we wanted to see in the MENA region. And then to begin with, seven out of 17 published content are performing really well right now. 30% of the increase we saw in the ICP organic traffic from the MENA region, which was not the case before,which was also a new market for us. 
Number of SQLs from organic search went up. I think initially we used to see close to two deals that got closed in the MINA region last year. And we are almost towards like four to five deals that we see that are being closed by the end of the financial year 24. 31.67% increase in the overall impressions across the MENA region is what we saw. And three out of the top five pages from the MENA regions now, which is ranking as top ten, were given by Spear growth content strategy team

Describe their project management. Did they deliver items on time? How did they respond to your needs?

So Slack was our primary channel of communication and we used to have weekly sync ups also, if required, we could have ad hoc calls in between the weeks if there was some kind of doubt clearing that was required. So Spear Growth was very cooperative on that front where they used to easily connect with us, help us through understanding and clearing all our doubts, and it was pretty simple and very easy to work with the team.

What was your primary form of communication with Spear Growth?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

I think the part that I liked was that MENA was a new market for us. And also, I'm not sure if Spear Growth had worked on a MENA market before, but the kind of research that they did, the kind of findings that they brought in front of us were really remarkable. 
I mean, they were able to go through deep dive into the competitors, the local players that just felt from our set of information that we had provided on day one, and they could do like an end to end analysis as to, okay, what keywords that we have to start writing for that will help us rank for that and help us outrank the competitors because we have a better chance over there since we have been in the market before them, they are local players. 
So this kind of detailed information and also on this part where, okay, these are the critical keywords for which we wanted to rank for. But then they did a deep dive analysis that came to us saying that, okay, out of the 30, just focus on these six and I think you will all be able to hit your goals because these will also help you rank with the right set of backlinks and the kind of keywords that needs to be added.
Their detailed explanation on the fact where if somebody from my team was not even aware, how does SEO work? We could easily pick things up and start working on their instructions. So everything was very properly laid out for us and our team to pick things up and execute. And I think that's exactly what happened in the three months that we worked with spear growth from January to March.

Are there any areas for improvement or something Spear Growth could have done differently?

Their work is pretty good.

BACKGROUND

Please describe your company and position.

I am the Head of Marketing of Cacheflow

Describe what your company does in a single sentence.

Deal-closing software for SaaS companies (quoting, CPQ, subscription management, billing)

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Spear Growth to accomplish?

• SEO research
• SEO content optimization

SOLUTION

How did you find Spear Growth?

podcast

Why did you select Spear Growth over others?

• Good value for cost
• Company values aligned
• SEO sprint model vs retainer fee's

How many teammates from Spear Growth were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

We did a SEO Content Strategy sprint and GA4 migration set-up with Spear Growth. The Sprint lasted for around 16 weeks. For The first 3 weeks, they spent time on research to understand our product and ICP. They created a Competitor Category analysis which got us insights into what our competitor is doing and also helped us in finding opportunities. 
Post that every week they would give us 2 content topics along with a thorough SEO brief to work on, they also connected us to their content writing partner who helped us create some of the pages. After the pages were created, they would review them from an SEO POV and also create a performance tracking report. They also helped us in migrating our tracking set up from UA to GA4, they made sure all the tags are set up properly and also created some custom reports in GA4.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

In 6 months: 4 out of top 10 best performing pages are from Spear Growth's content recommendation 

• Closed deals from pages they suggested which resulted in 7x ROI from this pages 
• Booked 2 demos in just 3 weeks after publishing 3 pages 
• Non-branded traffic went up by 303%

Describe their project management. Did they deliver items on time? How did they respond to your needs?

They were very detailed in the initial 3-week research section. We always met once a week on Zoom, and they consistently responded around the clock on Slack.

What was your primary form of communication with Spear Growth?

Virtual Meeting

What did you find most impressive or unique about this company?

Spear Growth was the first agency to offer SEO sprints instead of expensive monthly retainers. This makes it extremely easy to plan additional resources, get a budget approved fast, measure results, and make progress.

Are there any areas for improvement or something Spear Growth could have done differently?

No nothing specific

BACKGROUND

Please describe your company and position.

I am the Co-founder and CEO (Americas) of EngageRocket Ltd

Describe what your company does in a single sentence.

Employee engagement and performance management software

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Spear Growth to accomplish?

• We were established in the APAC region and wanted to do GTM for the US market. For this, one of the channels we used was SEO. Spear Growth helped us create content, got us SQLs, and built awareness among our target audience. They also helped us get relevant backlinks which should help us continue the growth we're already seeing.

SOLUTION

How did you find Spear Growth?

Referral

Why did you select Spear Growth over others?

• High ratings
• Pricing fit our budget
• Good value for cost
• Referred to me

How many teammates from Spear Growth were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

. We decided to 2 sprints with them: 

1. SEO Content Strategy.
2. Backlinking Sprint.

SEO Content Strategy: The Spear Growth team did thorough research on our industry, and competitors and also created a report to give us an overview of what's happening in the industry from SEO POV and also how our website is performing. 

After that, we got 2 keywords per week to work on, including the content & SEO brief, inspiration pages; and also once the content was ready, they were reviewed by the Spear Growth team from SEO POV. We received a total of 24 keywords to work on in 12 weeks. 

Backlinking sprint: Once the pages were live, they got us backlinks to those pages. We got backlinks from relevant websites with targetted anchor texts. Multiple guest posts, link insertions, replying to PR requests by B2B writers, etc.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

In 6 months: 

1. Non-branded traffic went up by 647% 
2. 7 out of 10 top-performing pages are from Spear Growth's content strategy. 
3. Number of SQLs from organic search went up by 2x 
4. ICP traffic from US went up by 466%

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Slack was our primary channel of communication. We also did a weekly sync on a call with their team. They were pretty quick in their responses in slack.

What was your primary form of communication with Spear Growth?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

The communication from their side was extremely professional. They never let the project get derailed and always tried to provide extra value even beyond SEO. They were focused on results and took the initiative to set up reports to help us see the impact of our work together. We even recommended them to our VC and some of our network.

Are there any areas for improvement or something Spear Growth could have done differently?

Minor point: when we moved to Microsoft Teams as our communication platform, their team was unable to follow suit and thus led to communications shifting mostly to email. They were still very responsive, even though the workflow has slightly more friction than before.

BACKGROUND

Please describe your company and your position there.

I'm one of the co-founders of MikeLegal, the leading legal tech platform for lawyers. We help corporate and IP lawyers automate mundane repetitive work and save countless productive hours everyday so that they can service more clients and increase their profitability. Among our flagship products are AI-powered software for automated proofreading & formatting of legal documents, and smart tools to streamline IP management with AI and ML.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Spear Growth, and what were your goals?

We wanted to try out end-to-end performance marketing for all of our products in order to achieve our revenue goals with positive ROI. There were a lot of law firms and corporates that needed our solution, but they weren't aware of our presence and we wanted them to discover us.

SOLUTION

How did you select this vendor and what were the deciding factors?

We were trying performance marketing in-house, but it wasn't delivering the results we were expecting. We explored several performance marketing agencies but didn't find the right fit. That's when one of our trusted friends referred us to Spear Growth as experts in B2B SaaS performance marketing. The major difference that we felt between SpearGrowth & others was how SpearGrowth was open to trying out multiple experiments & their approach to solving performance marketing problems in our legal tech industry.

Describe the scope of work in detail, including the project steps, key deliverables, and marking tools used.

Ad Strategy:

1. Map out the information about the company, products, audience, and competitors.
2. Creating messaging & targeting.
3. Translate the marketing goals into ad-level goals and divide the budget accordingly.
4. Clear documentation to help all the stakeholders stay aligned.

Platform-level Tracking:

1. Set up and validate tracking across Google Analytics, Google Ads, LinkedIn Ads & Facebook Ads.
2. This includes setting up custom events and values.
3. Setting up tracking properly will help to collect useful information to guide future efforts, especially when we want to scale.

Ads:

1. Running ads across the 3 major ad channels (Google Ads, LinkedIn Ads, Facebook/Instagram ads)
2. Post basic optimizations, start running offer-message-audience experiments till we find a good message-market fit, i.e. start seeing a decent ROI. We will see results even during the experimentation phase.
3. Writing all the copy for Google ads and designing up to 3 image-based ad creatives a week.
4. Suggest the type of content we think can work with your audience.

Landing pages & Funnels:

1. Provide up to 2 landing page copies monthly, along with wireframes(not designs) for any new landing pages where needed.
2. Running A/B tests on the landing pages.
3. Suggesting content pieces that can be used to run effective lead-gen campaigns. Once created, we will also review them and provide feedback.
4. Providing suggestions to improve your existing conversion funnels where needed. Additional ad channels
5. Evaluate, set up and run ads on other channels like Twitter, Capterra, G2, Carbon & YouTube."

How many resources from the vendor's team worked with you, and what were their positions?

We worked with 5 resources

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

1. Consistently the cost per lead stayed nearly 400% lower than the profitable cost per lead.
2. Lead volume tripled.
3. We received lakhs of impressions & thousands of clicks from our target audience, which helped us to build brand awareness & trust.
4. Till the end, the average conversion stayed at 6%
5. Overall, the lead quality was really good. 85% of the leads were valid.

How effective was the workflow between your team and theirs?

Our main mode of communication was Slack & weekly video call. Spear Growth team was always available on Slack & responds quickly. Our weekly call consisted of performance, initiatives executed last week and what we can expect next week. One thing we liked was that they are very open about failed initiatives. Because of that, we didn't have a communication gap & communication was super smooth.

What did you find most impressive or unique about this company?

"Super fast execution, good ideas with a sense of budget & goal. The team took little time to understand our audience because it was entirely new. Afterwards, their speed of shipping ad copies improved a lot. They build a strategy which gave us consistent results, and for every strategy they communicate a clear goal & timeline.

This also gave us the confidence that we were doing the right things required for business. Another unique thing about them was their interest or their approach to messaging. Many times, agencies heard what we said and tried to implement it, but Spear Growth built hypotheses based on what we said and then tried to implement their campaigns."

Are there any areas for improvement or something they could have done differently?

"Initially, their team wasn't able to grasp the nuances of the legal space. But after discussing this with them, they were able to fix this within a week.