B2B SaaS
35% Surge in Leads for Medical Billing SaaS, $375K Pipeline Boost

350%
increase qualified lead growth
$375k+
in new sales opportunities added in 120 days.
37%
increase in win rates

Overview
A Series A-funded B2B SaaS company specializing in medical billing software and Revenue Cycle Management (RCM) faced a pivotal growth challenge. Despite securing $9+ million in funding, the company struggled to fill its sales pipeline with qualified leads and was vying for market space against traditional RCM companies. With only a handful of leads per week and stalled growth due to ineffective marketing efforts, they needed a transformative boost in demand generation.
Challenges
The lead pipeline was insufficient, threatening the company’s growth trajectory. The existing marketing efforts were not only failing to attract the right clinics and private practices but also squandering the advertising budget. Coupled with a small marketing team, the company required substantial support to build and execute a marketing strategy that could generate and capture demand to meet its aggressive growth goals.

Strategic Approach
Several strategic measures were implemented as part of a customer-centric marketing overhaul:
Customer and Sales Alignment
Conducted detailed customer research and rooted marketing messages in the sales team’s real-world insights, identifying key objections and buyer motivations.
Specialized Targeting
Launched paid campaigns via Google Search, Facebook, and LinkedIn, focusing on independent practices within specially identified medical specialties such as Orthopedics, Surgery, and Pain Management.
Content Development
Generated valuable assets by creating industry resources, such as guides to medical billing and cost-saving calculators, and used customer testimonials and case studies to build trust.
CRM and Marketing Infrastructure
Overhauled the company’s CRM and tracking capabilities implementing Huspot CRM to provide robust conversion and event tracking infrastructure to optimize lead flow and nurturing.
Account-Based Marketing
Worked in tandem with sales to develop targeted marketing strategies for exact-fit Ideal Customer Profiles (ICPs). Engaged an ABM strategy, pairing targeted cold email campaigns with LinkedIn ads for multi-channel outreach to exact fit physicians and front office staff.
Impact
Through a comprehensive and nuanced strategy that synthesized demand capture with creation, and by developing a stronger synergy between marketing and sales efforts, the company was propelled into a new phase of growth. By honing in on high-value verticals and optimizing marketing infrastructure, the medical billing software company shifted from surviving in a tough market to thriving with a robust pipeline and increased ARR – a clear signpost of strategic marketing’s potential to catalyze SaaS growth.
The concerted efforts to redefine the company’s enrollment strategy yielded transformative outcomes:
$375k+
in new sales opportunities add in 120 days.
375%
increase qualified lead growth
37%
increase in win rates
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