Case Study: Model Match integrated a fractional CMO to implement a campaign for a new target market, generating a 56% increase in e-commerce revenue within the first 60 days of the launch.
Business Challenge Summary
Staying ahead of the curve in the mortgage industry requires constant innovation and adaptability. For Model Match, a company specializing in empowering mortgage professionals through talent acquisition and building referral relationships, the rapid changes in the mortgage industry posed a significant challenge. The company needed to evolve its business model to remain competitive and reach a broader market. However, this evolution required experienced marketing leadership—something they knew they didn’t want to invest in on a full-time basis.
The leadership at Model Match understood that their existing strategies would not be enough to capture a new, more diverse target market. They needed to rethink their approach entirely, from updating their branding and messaging to launching new technology that would resonate with individual loan officers, a segment that had been somewhat neglected in their previous outreach efforts. This need for change was clear, but without a full-time Chief Marketing Officer (CMO) to steer the ship, they weren’t sure how to achieve their goals.
&Marketing’s Approach
Model Match turned to &Marketing, known for our unique approach to providing outsourced marketing expertise without the high overhead costs associated with big agencies or full-time employees. Our model is flexible, allowing companies like Model Match to access top-tier marketing talent and leadership without the commitment of hiring full-time. It was through this partnership that Model Match was introduced to Katie, a seasoned fractional CMO with a deep background in the SaaS industry. From there, we focused our approach on:
- Experienced Candidates: After interviewing several &Marketing candidates with extensive SaaS experience, Katie was on-boarded as their fractional CMO.
- Updated Website and Digital Ad Campaign: Katie led the development and implementation of a digital strategy, including website updates and an ad campaign.
- Customer Research: Katie researched the new target market, updated messaging, and determined an appropriate price point for single users (compared to their previous strategy).
- Launched New Technology: Model Match created new technology and approach targeting loan officers.
The Results
The impact of Katie’s leadership and the strategies implemented by &Marketing was significant:
- Seamless Integration: Katie integrated into the team effortlessly, participating in important meetings and working closely with the executive team.
- Increased E-Commerce Revenue: The new branding and digital campaign generated a 56% increase in e-commerce revenue within the first 60 days of the launch.
- Increased Customer Base: As a result of the successful new marketing campaign, Model Match has continued to rapidly grow its customer base and increase its market penetration.
““&Marketing supported us and connected us with several candidates experienced in the SaaS industry. Bringing Katie on board as our fractional CMO was a pivotal decision. She seamlessly integrated with our team and her expertise was crucial in developing a strategy for our new single-user target market. Katie led the launch of a new technology platform, updated our website, and executed a successful digital ad campaign. Her customer research refined our branding, messaging, and pricing, positioning us to achieve our goal of increasing users by year-end. Katie’s contributions have been invaluable in helping Model Match stay competitive.”