Case studies → Katana

Driving 130% More Growth Year on Year in the SMB Sector for Katana

Before T.A.Monroe

Katana, a cloud inventory software company, has been on a mission to create software that businesses love as much as the products they sell. While the company experienced steady growth in the small and medium-sized business (SMB) sector year-over-year, they were not satisfied with the pace of expansion and sought to accelerate its growth, particularly in the $10-50M SMB segment. In Q2 of 2023, Katana partnered with T.A. Monroe to help them achieve their ambitious goals.

Key Areas for Improvement

At the onset, we encountered several challenges that hindered Katana’s effective penetration of the SMB market.
1
Messaging Relevance:
We recognized that their messaging needed to be more relevant and tailored to resonate with the specific needs and pain points of the $10-50M SMB segment.
2
Targeted Outreach:
To accelerate growth, we needed to refine its targeting and outreach strategies to identify and engage with faster-growing accounts within the SMB sector.
3
Buyer’s Journey Alignment:
Optimizing their marketing campaigns to align with the decision-makers’ buying journey was crucial for Katana to effectively capture the attention and interest of potential customers.
Despite these challenges, we saw immense potential in the SMB market and were determined to capitalize on the opportunities for growth. By partnering with us, Katana aimed to leverage our agency’s expertise in data-driven marketing and demand generation to overcome these hurdles and achieve their desired results.

The T.A. Monroe Strategy

We worked closely with Katana to develop a comprehensive and integrated marketing and demand generation strategy tailored specifically to resonate with their SMB audience, with a focus on high-growth mid-market companies. Our data-driven approach was designed to capture more awareness and generate a robust sales pipeline for Katana.
Despite these challenges, we saw immense potential in the SMB market and were determined to capitalize on the opportunities for growth. By partnering with us, Katana aimed to leverage our agency’s expertise in data-driven marketing and demand generation to overcome these hurdles and achieve their desired results.

Clarifying the Value Proposition

One of the key elements of our strategy was to refine the messaging in Katana’s LinkedIn and Meta campaigns to articulate the value proposition more explicitly for different SMB industry verticals. By clearly communicating how Katana’s cloud inventory software addresses the unique challenges and needs of each vertical, the campaigns were able to attract more qualified leads and drive higher engagement rates.

We conducted in-depth market research and analyzed Katana’s existing customer data to identify the most compelling value propositions for each target segment. This information was then used to craft messaging that highlighted the specific benefits of Katana’s solution, such as increased efficiency, improved inventory management, and streamlined production processes.

Before:

After:

Targeted Ad Campaigns

To further enhance the effectiveness of Katana’s marketing efforts, we developed highly targeted paid social campaigns that spoke directly to the individual segments within the ideal customer profile (ICP). By matching the messaging to each segment’s specific pain points and priorities, we created a more personalized and impactful advertising experience for potential customers.

The targeted ad campaigns leveraged a combination of demographic, psychographic, and behavioral data to ensure that the right message was delivered to the right audience at the right time.

In just 3 months after partnering with T.A. Monroe, Katana’s average monthly reach skyrocketed by nearly 400% or 4x compared to the pre-partnership period, and this momentum continued to build, culminating in a staggering 508.3% increase in reach by September compared to the average reach in the two months prior to the partnership.

Reach:

Identifying Ideal Decision Makers

To penetrate key accounts more effectively, we utilized intent data and insights to pinpoint the rising stars within each organization who were most likely to be involved in the decision-making process for cloud inventory software. By identifying these individuals, we were able to create tailored outreach campaigns that delivered specific messages to end users and decision-makers, increasing the likelihood of engagement and conversion.

The intent data was gathered from a variety of sources, including website visits, content downloads, and social media interactions. This information provided valuable insights into the interests, preferences, and buying behaviors of potential customers, enabling us to create highly relevant and personalized content that resonated with each individual.

Building a Scalable Demand Generation Framework

To ensure Katana’s long-term success in the SMB market, we equipped the company with a robust methodology and blueprint for ongoing demand generation. By leveraging data-driven insights around high-performing audiences, messaging, and content, the agency optimized Katana’s marketing funnel and campaigns to capture more marketing-qualified leads (MQLs) and accelerate the sales cycle.

Our Strategy

1
Clarifying Value Proposition
We refined the messaging on Katana’s LinkedIn and Meta campaigns to more explicitly articulate Katana’s value for different SMB industry verticals.
2
Targeted Ad Campaigns
Paid social campaigns spoke directly to the individual segments within the ICP with relevant messaging matched to their pain points and priorities.
3
Identified Ideal Decision Makers
We leveraged intent data and insights to pinpoint rising stars within key accounts to pursue via tailored outreach campaigns generating specific messages for end users and decision-makers within our target audience.
4
Built a Scalable Demand-Gen Framework
We equipped Katana with a methodology and blueprint for ongoing demand generation success. Leveraging data-driven insights around high-performing audiences, messaging, and content, we optimized their marketing funnel and campaigns to capture more MQLs.

The Final Results

Our data-informed approach delivered standout returns, especially in the mid-market segment:

15% higher
SMB growth

130% growth
YoY in the $10-50M
SMB segment

60% increase
in traffic to site from paid social YoY

Testimonial

“T.A. Monroe has been an instrumental partner in speeding up customer acquisition in the SMB segment. With their help, we’ve been able to reach our ideal customers more effectively, resulting in meaningful revenue growth.”
Petteri Jalonen

Growth Marketing Lead at Katana

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