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Growth strategy for a B2B SaaS fintech

Product overview

Filbo is a B2B fintech SaaS, offering loans and micro-finance solutions to SMBs.

Challenges & needs

  • Researching and prioritizing top ICPs and customer segments to focus on going forward
  • Collecting user insights through customer interviews and mapping their top problems, needs, objections, and motivations to purchase (JTBD)
  • Coming up with a positioning that differentiates the product in the market and formulating a value proposition that resonates with the target customers
  • Mapping up their acquisition and retention strategies
  • Identifying red flags in their existing funnel and suggesting improvements

Process & results

I led this project as a growth consultant, working with their CEO and in-house product & marketing teams.

For developing the growth strategy, I've combined multiple data sources and gathered various perspectives from customer interviews, past marketing campaigns, existing funnel performance, website, content, and discussions with different stakeholders (sales, marketing, customer support, executive team, etc.)

I've organized the strategy into short-term incremental improvements and medium/long-term initiatives.

Actions I took:

  • I've conducted 30 interviews with potential customers and mapped the findings in a voice of prospect analysis organized by top problems, needs, use cases, objections, and channels. This helped us validate the jobs to be done and clarify the buyer's journey from problem to purchase decision.
  • Conducted a thorough competitive analysis - locally and internationally - and looked at positioning, messaging, product features, etc.
  • Deep dove into the performance of their marketing campaigns & acquisition channels.
  • Audited their website, and conversion funnel.
  • Analyzed their content strategy and assets.
  • Went through their goals and numbers: objectives, traffic, conversion rates for each step of the funnel, #leads, and channel performance.

Based on all the findings, I've built an acquisition model that optimizes the CAC for the existing acquisition channels and diversifies the acquisition by introducing new channels to increase awareness, traffic, and #leads.

I've also identified the main red flags that hindered growth and created a strategy to solve them and increase performance throughout the funnel (awareness, acquisition, activation, retention, and referral).

Lastly, we've clarified the growth model for Filbo and the levers needed to build predictable revenue for 2023 and beyond.