SaaS Go-to-Market Campaign

Background

CompenSafe is an incentive compensation management platform exclusively for mortgage lenders. First launched in 2008 as the only alternative to using Excel to calculate loan originators' complex commission formulas, the product quickly grew in functionality and impact over the years. 

The Problem

  • Mortgage lenders relied on Excel and lacked transparency in the loan commission process. 

  • Unprecedented demand amid COVID-19 left mortgage lenders scrambling to hire, train, and retain the best operations personnel. 

  • Lenders began offering bonuses to operations teams but managing it on spreadsheets became unmanageable.

Our Response

  • Expanded the functionality of a lesser-known CompenSafe feature, Verify Pay. 

  • Initially, only loan commissions paid to the loan originator could be reviewed and verified before payday.

  • The new update meant every payment tied to a loan could be verified, regardless of who was being paid. 

  • Given the urgency in the market and the knowledge that many clients weren’t utilizing the feature, we classified this as an innovative feature (tier 2) software update.

  • Brought to market with a multichannel approach intended to reach multiple stages of the buyer’s journey.

The Deliverables

Press Release

My Role: Edited and gave final approval

Buyer Stage: Top of funnel to bring awareness to the greater market of this unique yet unfamiliar feature

Delivery Channel: Newswire, posted on the LBA Ware website and shared on social media 

Results: Picked up by all major industry media outlets

Cost: $149.99 for standard distribution on newswire

Press Release: LBA Ware Unveils Expanded Functionality to CompenSafe's 'Verify Pay' Feature
Sample email from the verify pay marketing campaign

Email Campaign

My Role: Wrote email copy, crafted responsive HTML email in HubSpot

Buyer Stage: Middle of funnel with the goal of reestablishing interest from lost and cold opportunities

Delivery Channel: Email sent out to target market. To keep the momentum, we retrofitted the press release to suit re-engagement campaign needs 

Results: Effectively re-engaged multiple cold deals in pipeline, two of which converted

  • Open rate: 8.7%

  • Click-through rate: 23.85%

Video

My Role: Wrote script, recorded voiceover, added captions, and made animated video in Adobe After Effects

Buyer Stage: All stages

Delivery Channel: Website, YouTube channel, and social media 

Results: Used video on an ongoing basis to prolong the awareness campaign

Landing Page

My Role: Wrote landing page copy and built page on HubSpot CMS

Buyer Stage: Top and middle of the funnel

Delivery Channel:  Email campaign, social media, and SEO 

Results: 9 new leads from Organic Search converted into opportunities in the first two months landing page was live