Revenued wanted to unlock new, efficient growth channels with strategic experimentation
They already had a solid foundation: over 10,000 small businesses served, 12 years in operation, and a profitable track record to show for it.
But with core channels like SEO and paid nearing saturation, scaling further meant rising CAC and lower marginal returns.
As a private company, Revenued couldn’t chase growth at the expense of efficiency.
They needed to expand their funnel in a way that preserved profitability and attracted the right kind of customer.
That’s where I came in: to identify and systematically test new acquisition channels that could drive sustainable volume and high-intent conversions.
The process
Mapping the buyer journey
To unlock scalable growth from new channels, I first needed to understand how Revenued’s ideal customers actually discovered and evaluated products like theirs.
- Interviews and surveys with current customers and non-users who fit Revenued’s ideal customer profile
- Segmentation analysis to identify which customer groups delivered the strongest LTV, retention, and CAC payback
One insight quickly stood out: many high-value prospects were turning to creators on YouTube, TikTok, and Instagram for advice on financing, cash flow, and business tools.
They weren’t searching on Google. They were watching videos. Listening to podcasts. Signing up to niche newsletters.
We used this intel to shape our next phase of experimentation.
Leveraging trust to drive qualified leads
While influencer marketing has become a staple for B2C, it's still underused (and often misused) in B2B SaaS. Especially in verticals like FinTech.
But with my research, I already knew who Revenued’s ideal customer profile followed, what content they engaged with, and what channels they frequented.
Over six months, I built and ran a structured influencer marketing program, using controlled experiments to figure out what worked and iterate:
- Channel mix: I trialed Instagram, YouTube, TikTok, LinkedIn, podcasts, and newsletters to see where we could drive the most qualified leads.
- Formats: From 60-second shorts to long-form explainers, I tested content types across video, audio, and text to understand what formats actually moved prospects to action.
- Creator tiers: I worked with a range of creators, from niche micro-influencers to large-scale personalities, to benchmark CAC and conversion rates at different audience sizes.
- Industry verticals: Using internal data, I focused efforts on sectors where Revenued had the strongest margins, then mapped content and creator fit accordingly.
- Compensation models: I trialed both flat fees and performance-linked structures to balance creator motivation with cost control.
This data-backed approach laid the foundation for an influencer program that drove not just awareness, but warm, high-intent leads aligned with Revenued’s top-performing segments.
The results
In just one quarter, influencer marketing helped Revenued double its volume of qualified leads.
What started as an experiment quickly became a core part of their growth engine, accounting for 17% of all qualified leads (up from 5%).
