Case Study
Go To Market (GTM) Launch of a Quality Management Software for Manufacturers
Full go to market strategy, brand system, website, digital infrastructure, and demand generation for a SaaS quality software.
The Opportunity
A SaaS quality management software designed for manufacturers and engineering teams needed a full go to market (GTM) launch, digital strategy, and marketing system. The product offered robust capabilities but needed to implement a strong marketing infrastructure to back its position in the competitive QMS software market. To gain the attention from technical decision makers, it needed a modern brand system and digital presence that could educate buyers and generate leads. All core marketing assets needed creation, including brand identity, website, digital advertising, sales collateral, and presence on key software marketplaces.
Challenges:
- Establishing a brand identity with logo, color palette, and visual system that communicated technical innovation.
- Building a website and content strategy to explain a complex SaaS product and capture leads.
- Creating sales enablement materials such as brochures, whitepapers, and presentations that resonate with technical audiences.
- Establishing a presence on directories and industry channels where buyers search for QMS platforms.
- Developing a scalable lead generation engine (ads, SEO, campaigns) to reach manufacturing and engineering decision makers.
Snapshot
Industry: SaaS, Technology, Software, Manufacturing, Engineering, Quality Management
Scope: Brand Identity & Visual System, Website Design & Build, Sales Enablement Collateral, Thought Leadership Content, Creative Assets, Lead Generation Campaigns, Marketing Infrastructure
Core Tools & Technology: WordPress, Google Analytics, Google Ads, Adobe Illustrator, Photoshop, InDesign, HubSpot (Workflows & Email Marketing)
Solution
Brand Identity & Creative
- Logo & color palette: developed a modern, engineering friendly identity with vibrant tech inspired colors, gradients, and vector illustration style.
- Visual system: designed a cohesive library of icons, custom illustrations, and brand graphics to communicate complex QMS concepts in a creative, approachable way.
- Messaging: created positioning and key messaging tailored to manufacturing and engineering decision makers as part of the broad GTM strategy.
Brand Palette
Visual Graphics System
Website & Digital Infrastructure
- Website build: designed and developed a responsive WordPress site to house all product information, blog content, and resources.
- Technical setup: configured hosting, security, SEO plugins, analytics, and reporting.
- Conversion paths: created clear calls to action for product demos, contact forms, and gated content to convert traffic into leads through email campaigns.
- Content strategy: consulted with subject matter experts and conducted market research to draft copy that spoke directly to manufacturers’ pain points.
Marketing Collateral & Sales Enablement
- Brochures & flyers: designed a full suite of downloadable sales materials explaining key modules and ROI benefits.
- Whitepapers & guides: produced in-depth thought leadership assets for decision makers evaluating QMS platforms.
- Tradeshow collateral: designed banners, signage, promo materials, and booth visuals for industry events.
- Videos: oversaw creation of product explainer videos and feature walkthroughs including script writing and creative storyboards.
- Print & digital ads: designed feature ads for trade magazines and engineering publications.
Tradeshows & Events
Product Education & Sales Tools
Lead Generation & Nurture
Digital Advertising & Marketplace
Google Ads Campaigns:
- Built a new Google Ads account from scratch, structured campaigns & ad groups.
- Conducted keyword research and competitor benchmarking.
- Wrote responsive search ads highlighting the QMS as a modular enterprise ready solution for manufacturers.
- Added ad extensions and A/B tested headlines/descriptions for optimization.
Marketplace Listings:
- Built and optimized profiles on leading software directories such as Capterra and Software Advice to ensure visibility where buyers compare QMS platforms.
- Combined paid campaigns with directory presence to capture high intent buyers actively searching for quality management software.
Outcome
Established a complete go to market (GTM) foundation from brand identity to website, sales tools, and digital campaigns.
Created a modern brand system that resonates with manufacturing and engineering industries.
Launched a high performing website with clear conversion paths for demos, resource downloads, and contact inquiries.
Equipped the sales team with professional collateral such as brochures, whitepapers, tradeshow assets, and videos to support buyer conversations.
Positioned the product competitively in the QMS software space with a scalable digital marketing infrastructure.
Increased new website traffic 3x and achieved a 3.26% CTR (surpassing high B2B performance benchmarks) through optimized Google Ads campaigns, generating multiple marketing qualified leads.