Type of SaaS
Travel & Hospitality
Growth Levers
Customer Retention and Expansion, PPC
Results Window
12 Months Channel Performance
The Situation
After acquiring two SaaS products in adjacent but distinct verticals, this parent company faced a dual-market challenge. Each product had its own audience, competitive landscape, and maturity level. Both needed marketing that could drive measurable pipeline growth without the budget or timeline for broad-reach campaigns.
Neither business unit had a structured ABM program in place. The first product had existing customer relationships but no retargeting infrastructure to move mid-funnel deals forward or drive adoption of its second product. The second product had minimal brand recognition outside its core region and no scalable lead generation strategy for new markets. With constrained budgets across both units, the engagement required an account-level targeting approach that could deliver results on two fronts simultaneously.
Key Results
| METRIC | RESULT |
|---|---|
| Closed-won revenue | $262,604 |
| Platform ROI | More than 14x return on investment |
| Cross-sell conversions | 15 cross-sells in 6 months |
| Unit expansions (existing accounts) | 37 new unit deals |
| Net-new logo opportunities | 2 high-value opps in 4 months |
| Renewals secured | 6 renewals |
What We Did
Segmented two parallel ABM motions by business unit and funnel stage.
We mapped each business unit’s goals to distinct campaign architectures inside the ABM platform. One unit needed mid and bottom of funnel acceleration, retargeting known contacts already in the sales pipeline. The other needed top of funnel awareness in geographies where the brand had no footprint. Building parallel motions meant each unit got a strategy aligned to its maturity, not a one size fits all playbook.
Deployed retargeting campaigns to accelerate pipeline.
For the first business unit, we built retargeting campaigns targeting contacts already engaged in the sales cycle. These campaigns reinforced key value propositions at the decision stage, nurtured existing opportunities through to close, and supported upcoming renewals. The goal was to stay in front of decision makers during the evaluation window and drive deals forward.
Launched cross-sell campaigns to expand product adoption among existing customers.
We created a dedicated ABM campaign promoting the unit’s complementary second product to current users. By targeting an audience that already trusted the brand, we positioned the additional product as a natural extension of what they were already using. This motion generated 15 cross sell conversions in six months.
Built a two-phase awareness to engagement playbook for market expansion.
For the second business unit, we executed a sequenced two-phase strategy. Phase one warmed a cold lead list with brand awareness campaigns introducing the platform to decision makers in new regions. Phase two re engaged those newly aware contacts with targeted messaging designed to drive demo requests. Within four months and on a limited budget, this playbook generated two high value net new logo opportunities and validated the company’s geographic expansion strategy.
What The Data Tells Us
The $262,604 in closed-won revenue and more than 14x return on platform investment tell a clear story: account-level ABM targeting on a defined list outperforms broad-reach tactics for multi-product SaaS companies operating across verticals. But the more revealing signal is where that revenue came from. Thirty-seven unit expansions and 15 cross-sells mean the majority of impact came from deepening existing customer relationships, not acquiring net-new logos. That’s a fundamentally different growth motion, and it validates that ABM’s highest ROI for multi-product B2B SaaS often sits inside the current customer base.
On the second business unit side, two high value opportunities in four months on a limited budget confirmed that a sequenced awareness to engagement playbook can open new geographic markets without requiring enterprise level ad spend. The combination of results across both business units demonstrates that ABM scales by matching campaign architecture to each product’s funnel position and market maturity.
Bay Leaf Digital on Customer Expansion and Retention
We build retention, expansion, and PPC programs for B2B SaaS companies that turn existing pipeline and customer relationships into closed revenue, without the wasted spend of broad-reach campaigns.