B2B SaaS Marketing Case Study: Facilities Management Software

Crimson Tide (mpro5), a Microsoft Azure SaaS mobile app company, required a robust go-to-market execution to raise brand awareness and drive targeted inbound leads within the Facilities Management sector. Alongside the core product offering, the company was also undertaking a unique initiative that required collaboration on a specialized autism app.

Measurable Outcomes

• 3× growth in qualified B2B leads

• Stronger positioning in the facilities management software market

• Improved conversion from marketing engagement to sales conversations

• A scalable SaaS marketing strategy designed for long-term pipeline growth

The Context & Challenge

The primary challenge was building a disciplined lead generation engine from the ground up and support RFI/RFP processes. Furthermore, the executive team and venture capital (VC) investors needed clear, data-driven visibility into marketing performance, necessitating a completely new reporting infrastructure to track ROI.

My Strategy & Execution

To capture market share and establish a reliable revenue engine, I designed and executed a highly targeted go-to-market strategy. My detailed execution included:

• Team Building & Process Creation: I built a team of two from the ground up, creating and implementing a brand-new, structured lead generation process.

• Omni-Channel Campaign Management: I managed omni-channel campaigns using MS Dynamics, developing customer case studies, thought leadership content, event sponsorship, and social media campaigns to drive demand.

• Corporate Communications: To maintain consistent market visibility, I published regular communications and managed PR/RNS (Regulatory News Service) feeds.

• Sales Enablement: I directly supported the sales pipeline by providing input for RFI and RFP processes, creating sales presentations and thought leadership content.

• Data & Analytics Infrastructure: I created comprehensive ROI tracking and reporting dashboards using MS Dynamics CRM, delivering transparent campaign performance reports directly to the leadership team.

Highlighted Outcomes & Metrics

Quantitative Metrics:

• Lead Generation: Generated 200 leads within a six month period

• Opportunity Impact: Achieved a conversion rate of 25%

Qualitative Metrics:

• Successfully executed the go-to-market strategy, driving brand awareness and pipeline within the Facilities Management sector.

• Built team capabilities (team of 2) and established a disciplined, repeatable lead generation process.

• Earned credibility with key stakeholders by delivering full visibility into marketing ROI for executives and VC investors.

Customer Testimonials

“Tonya is a fantastic energetic force, the ideas she brings to the table are always fresh, well considered, and exceptional. as the main benefactor of her marketing activities she made the life of the sales team easy, from ongoing campaigns to one off events and promotions.”

Dan Teare, Sector Director

“I thoroughly enjoyed working with Tonya. Her energy, positive attitude and marketing prowess are a joy to experience. She strives to be at the forefront of ideas and strategies within the workplace. She has the ability to listen to others ideas/opinions and the ability to modify her own. A real asset to any team.”

Kit Hawes-Webb, Key Account Manager

“Tonya has a strong awareness of marketing, whilst regularly bringing new ideas forward. Through Tonya's managed campaigns our sales and marketing teams gained detailed content and messaging for new business and also saw customer relationships improve. Tonya directly managed my daily activity ensuring high quality content was delivered regularly, she was a pleasure to work for. A fantastic mentor to anyone.”

Abby Beale, Marketing and Sales Executive

Length of engagement: 1 years 1 month