Client
Mapstack
Outcome
6-Figure Seed Funding, GTM Launch, 15% MoM Growth in Active Users
Years
2022-2024
Services
- Co-Authored Successful 6-figure Funding Proposal
- Product Marketing Strategy
- GTM Strategy
- Growth Execution
Key Results
- Co-wrote successful 6-figure seed funding application in the highly competitive Innovation Smart Grant process by the UK Government for new product, Mapstack.
- Co-created the product marketing strategy to ensure market alignment and competitive differentiation.
- Hired and managed a team of designers and data analysts to support product development and market launch.
- Launched the early prototype to market, maintaining a consistent 15% Month-over-Month growth in active users.
- Acquired significant media coverage, including features from LinkedIn UK News, further boosting brand visibility and credibility.
The Challenge
Mapstack is an innovative online mapping tool that democratises the advanced and complex functionality of Geographic Information System (GIS) software, making it accessible to anyone, anywhere.
The challenge was to secure initial seed funding, develop a robust product strategy, and achieve strong market traction during the launch phase.
I worked closely with the CEO to secure initial seed funding, develop a robust product marketing strategy, and achieve market traction during the launch phase – as well as onboard a high-performing team that could deliver consistent growth.
Core competencies included:
- Sourcing funding via Innovate UK Smart Grant Process
- Creating effective positioning
- Manage design and content resources
- Launch the product to market with limited resources and seek Product-Market Fit
Category Creation & Key Messaging
Working alongside the CEO to scope and implement outbound sales and inbound marketing systems to deliver consistent growth.
Mango’s core market was government and engineering firms. However, they needed to unlock more dynamic business-oriented markets to begin scaling their growth. They selected franchising as an experiment due to a handful of customers that had found the solution, despite no marketing. We undertook market and customer research, conducting interviews and doing advanced competitor analysis.
Based on the research, we created a brand-new category focused on enabling franchise sales to differentiate our offer from all other providers. “Our franchise sales & territory mapping software helps franchise companies like F45 Training sell up to 35 territories per month.”
Outbound Sales
We used the SPIN selling framework to build a sales process and mapped it the chosen CRM, Pipedrive.
We used the SPIN selling framework to build a sales process and mapped it the chosen CRM, Pipedrive. When implementing the outbound sales system, we set about: – Designing and deploying a full enterprise sales process – from lead generation to email templates & call scripts – Scoping SDR & AE roles by making calls and the creating handover points and the full funnel – Working with Account Executive to develop the closing process After thorough testing, we hired the first SDR and Account Executive after running the system to test strengths and weaknesses.
We then set about creating all the required marketing assets, including:
- Sales funnel
- Call scripts, questions for each call, and handover points
- Cold email templates and messaging documents
- Proposal documentation
- KPIs and metrics to measure impact in the funnel
Content & Demand gen
Supporting the sales system, we developed our marketing infrastructure and onboarding messaging while refining the funnel and deploying automation technologies to drive scale.
We designed and deployed a content strategy and production system across paid social to drive demand in target verticals, and utilised retargeting techniques to nurture aware leads. We tripled inbound lead flow in the quarter following content launch, garnering millions of paid impressions all targeted to the Ideal Customer Profile, which had a significant impact on high-intent inbound enquiries.
Outcomes
Inbound leads from a re-marketing ad campaign
Lifetime value sales for bootstrapped brand
Qualified pipeline in 1 quarter with LinkedIn ads
