Building a new business engine.

freetobook

Hospitality | SaaS

6

closed won deals in six months

6

closed won deals in six months

3.4%

lead-to-customer conversion, 3x the B2B SaaS benchmark

3.4%

lead-to-customer conversion, 3x the B2B SaaS benchmark

29%

open rates at their highest, almost 10% higher than B2B benchmark.

29%

open rates at their highest, almost 10% higher than B2B benchmark.

The problem

freetobook wanted more clients. Historically, the majority of new customers had come through referral. That had built a loyal customer base, but it made growth difficult to forecast. There was no structured, repeatable way of reaching independent accommodation owners who hadn’t already heard of freetobook, or of identifying which prospects were most likely to switch. The programme had to generate new business from a single database, using email as the only channel.

Our approach

1.

Define who to target.

Using ICP-led prospect identification from the existing database, prioritising those most likely to engage.

2.

Build individual nurture journeys for each audience.

Fully automated email workflows for new business prospects, each with refreshed messaging.

3.

Set new KPIs to measure success

Tracked against B2B and SaaS industry standards for engagement and conversions.

4.

Diagnosed areas for improvement.

The data showed that a single high-commitment ask (“request a demo”) in every email was holding back clicks. The recommendation was a commitment ladder: a savings comparison, a self-serve calculator and a webinar as lower-commitment steps before the demo.

The results

Six closed won deals in six months, from a database the business already owned and a single channel. That’s new revenue with no paid media and no new data.

Leads converted to customers at 3.4%, three times the 1.1% B2B SaaS benchmark. That proves the targeting was right: the programme reached the owners most likely to switch, not just the most people.

We build the outreach, the partnerships, and the commercial strategy that opens new revenue for your business.

Antorium works with ambitious SMEs to identify new market opportunities, build partner and affiliate networks, and develop the pipeline needed to grow revenue in a structured, repeatable way.

Selling well, but only to the customers you already have?

The first conversation is straightforward. Tell us what’s not working, and we’ll tell you honestly whether we can fix it.