Our SaaS Subscription product in Brazil had declining revenues and was making a loss. The product was no longer competitive and was being re-built. We needed to maintain market share and bring the market into positive ROI, until we were ready to launch the new product.
The marketing and sales efforts across the whole market which had previously been successful had become cumbersome with negative ROI. Two main revenue generating sub-markets had decreased 66.1% and 65.8% YoY from 2022 to 2023.
Three main actions were carried out to increase ROI:
- Search Engine Optimisation, content generation and a comms plan was launched for the 2 main declining sub-markets.
- Of the £204k being spent on advertising pa, £156k was producing negative ROI, this was stopped. The remaining advertising spend was designed to target specific high value customer groups.
- Customer service was reduced by 2 agents, whilst maintaining customer response time.
