Stalled SaaS Wins with New SaaS Digital Marketing Strategy
Type of SaaS
Tax Resolution and Management SaaS
Verticals
Tax professionals, accounting and financial services.
Services Provided
Full-funnel digital marketing strategy development, Facebook PPC campaigns, website optimizations, content and nurture.
The Company

Founded by former IRS Officer David Stone and his wife Suzanne, IRS Solutions® is a leading provider of tax resolution software. CPAs, Enrolled Agents, lawyers, and other tax professionals who assist clients facing IRS federal tax issues earn more in fewer hours at their desks thanks to the platform’s powerful tools and user-friendly interface.
The SaaS positions tax firms to enhance service offerings, improve productivity, generate increased revenue, and manage tax cases with precision. IRS Solutions has a single goal and it guides everything they do: to be their industry’s go-to tool for tax resolution and client success.
The Challenge


When we began working with IRS Solutions in March 2022, they were a stalled SaaS facing three significant challenges:
They were navigating the challenges of an incomplete website build and transitioning to a new CRM (HubSpot), with key elements still needing attention.
Their advertising was having diminishing returns. In the past, they had advertised exclusively on Facebook, but these ads were no longer generating leads or direct purchases.
Brand awareness was low despite an outstanding tax resolution platform, and their competitors had achieved greater traction in the industry.
The Solution
Full-Funnel SaaS Digital Marketing Strategy
Working within the confines of a limited budget, we created a multidimensional, full-funnel SaaS digital marketing strategy to help this stalled SaaS.

Optimize the use of Facebook: The strictly bottom-of-funnel approach was no longer effective. We reached up the funnel by investing in brand awareness, nurtured and educated in the middle via thought leadership/educational content, and retargeted engaged prospects via demos.
Increase organic SEO to build long-term sustainability: We optimized and developed the IRS Solutions website to effectively engage visitors at every point on the buyer’s journey. The blog, which had been sitting on a subdomain, was reincorporated into the main site. Existing content was refreshed and optimized for SEO to realize greater benefits and new content was added regularly.
Build Trust and Authority: We increased the brand’s credibility in numerous ways, adding testimonials and case studies to the website, rolling out on-demand demos, posting YouTube videos, and establishing the founders as thought leaders via newsletter and blog bylines, press releases, and content syndication and amplification of thought leadership content.
We also added additional persona pages, refreshed competitor comparison pages, incorporated trust signals like badges and partnerships, and began publishing gated thought leadership content.
Leverage email nurture sequences: We recognize the value of all qualified prospects, not only those who are ready to buy, which is why we developed targeted campaigns for use across the whole lifecycle. These included nurture sequences for qualified leads, newsletters containing relevant information and thought leadership, follow up contact for conference attendees and other segmented audiences that were highly engaged, and robust cross-channel campaigns.
The Results
Expanded Lead Pipeline on Facebook
Facebook continues to bring in high quality prospects with a much wider funnel, increasing brand awareness and generating qualified leads for IRS Solutions.
At the top of the funnel, brand awareness is driven by cheap views to engage and educate at a consistent average $0.03 cost per result (CPR).
Middle of Funnel has seen a 31% year-over-year increase in qualified leads, while achieving a 20% reduction in cost per lead (CPL).
Demo requests have risen by 95% even as CPL has dropped and additional qualifying filtering criteria to determine quality have been introduced.
SEO Driving High-Quality Traffic
SEO attracts high quality leads and has become a key driver of growth. Over a two-year period, IRS Solutions has gone from a stalled SaaS with zero relevant non-brand keyword rankings to:
IRS Solutions is ranking #1 for their category on Google.
56% of pages now rank for highly relevant non-brand keywords vs. just the home page ranking for their brand. 42% drive traffic and conversions, indicating high-quality content containing well-targeted search terms.
The company has more than doubled website traffic in one year.
Building Credibility That Converts
Trust and authority drive customer acquisition and IRS Solutions now gains leads from a diversified portfolio of channels. Leadership was especially pleased to learn that one prospect scheduled a demo because he was so impressed by the on-site testimonials of his industry colleagues.
After the lead converted, David Stone said, “Our new customer checked out the competition and what pushed him to us was our member reviews. Thank you for putting them on our site!”


Strategic Nurturing at Scale


Email campaigns backed by multi-channel retargeting continue to move prospects down the funnel and nurture them while they are out-of-market. Metrics quantify the total number of associated contacts with closed-won deals that have interacted with assets from these campaigns over the last two years:
Segmenting highly qualified prospects and nurturing them throughout the funnel with targeted messaging resulted in an 11% YOY membership increase.
40% of users engaged with and were directly influenced by the non-customer monthly newsletter prior to purchase.


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