About the Client
Rapidly growing SaaS provider of end-to-end business management solutions for the flooring and remodeling industry. Their mission is to help flooring professionals thrive in a competitive market by automating and simplifying every aspect of their operations.
The Challenge
The core marketing objective was lead generation, both at the top of the funnel (Marketing Engaged Leads, MELs) and mid-funnel (Marketing Qualified Leads, MQLs). Despite their powerful software offering, this provider was new to consistently attracting high-quality leads and lacked the tools and specialized experience to do so.
Key challenges:
- Building a robust, sustainable lead-generation pipeline.
- Generating top-of-funnel content engagement (MELs).
- Effectively nurturing leads into mid-funnel opportunities (MQLs).
- Business had minimal presence on social media.
Our Approach
initiate-it delivered a full funnel, integrated marketing partnership, including:
Organic Social Media Management
- Platforms: Facebook, Instagram, LinkedIn.
- Shifted content from direct sales messaging to value-driven thought leadership.
- Shared actionable insights and industry news via resources, blog, and case studies.
- Built authority as a business-critical solution and a trusted industry resource.
Paid Social Media Management
Strategic Launch:
Initiate-it introduced the client’s first-ever paid social campaigns on Meta (Facebook & Instagram). We designed a data-driven, content-heavy prospecting strategy to attract and engage new prospects.
Top-of-Funnel Lead Generation (MELs):
- Leveraged high-value content downloads (guides, reports, resources) to capture interest, expand reach, and capture qualified contacts.
- Content marketing established this company as an industry thought leader, driving high-volume engagement and establishing trust.
Mid-Funnel Lead Generation (MQLs):
- Developed targeted retargeting campaigns, specifically aiming to convert MELs into MQLs through more product-centric offers (like product tours, feature spotlights, and testimonials).
- Retargeting layered on top of prospecting ads to drive lead maturation and demo requests.
Nurture Pathway:
- Synchronized organic and paid social efforts to warm audiences.
- Supported advanced nurturing outside paid channels via retargeting, email marketing, and personalized engagement.
Results
Organic Social Growth
Q1 (first 3 months): +20.99% social followers, H1 (first 6 months): +38.42% social followers, Year 1: +85% social followers
“Social presence was minimal prior to our partnership. By shifting to value-first content, we established their reputation, nurtured meaningful engagement, and attracted a highly relevant, growing audience.”
Paid Social ROI
- Q1 (Total Attribution, all touchpoints): +402%
- Q1 (First-touch Attribution): +26%
- H1 (Total Attribution, all touchpoints): +282%
- H1 (First-touch Attribution): +10%
- Year 1 (Total Attribution, all touchpoints): +587%
- Year 1 Prospecting (First-touch Attribution): +146%
- Year 1 Retargeting (First-touch Attribution): +125%
“Our paid social and retargeting strategies drove conversions and unlocked high-value deals—for example, a $12,600 retargeted paid social inquiry with strong potential for recurring revenue.”
Keys to Success
- Marketing & Sales Alignment: Routine collaboration kept objectives and reporting tightly connected to sales outcomes.
- Content Strategy: Elevating the narrative from transactional to visionary helped cement brand authority.
- Data-Driven Optimization: Weekly and monthly reporting allowed quick pivots to maximize ROI and audience expansion.
Summary
This partnership rapidly transformed marketing performance and brand reputation:
- 85% year-over-year social growth.
- Nearly 6X paid campaign ROI.
- Multiple high-value deals attributed directly to paid and retargeting strategies.
- Established client as a must-follow leader among flooring businesses.
To discover how initiate-it can drive measurable growth and marketing success for your business, contact us for a customized digital strategy consultation.