Build the capability behind revenue growth
WorkBuzz’s revenue growth story was underpinned by a clearer market position, focused acquisition and a connected commercial system. These capabilities were brought together around organisations employing deskless workers as a core audience.
The ambition was sustained commercial growth. The work strengthened the market story, simplified acquisition and made performance measurable. The results included substantially higher sales opportunity conversion, both for paid search and across the business.
Client comment
Our revenue growth was built on a clearer market position, more focused acquisition and a connected commercial system. DemandHeads created and brought these elements together, giving us an incredible platform for growth and a clearer understanding of what was driving it.
Stefan Bartsch
Chief Commercial Officer, WorkBuzz
The ambition and constraint
Build a scalable revenue engine in an established employee-engagement market. Marketing depended heavily on email outreach, paid campaigns lacked focus, and three disconnected systems made performance difficult to measure.
Creating Everyday Heroes
DemandHeads translated the deskless-worker focus into ‘Everyday Heroes’: a position that recognised the people keeping organisations running. Individual superhero imagery and a distinctive star asset gave the story a recognisable expression across brand, content and campaigns.
Focusing performance
A complex collection of paid campaigns became four core campaigns, creating clearer priorities and a more disciplined cycle of learning and improvement.
Connecting the Demand OS
Connecting the Demand OS
Three systems were consolidated into HubSpot, connecting campaigns, contacts, attribution and pipeline.
Improving opportunity conversion
Improving opportunity conversion
The stronger commercial engine was reflected in higher conversion. Sales opportunity conversion rose from 13% to 43% for paid-search-sourced opportunities, an increase of 30 percentage points. Overall conversion rose from 9% to 31%, an increase of 22 percentage points. Both rates more than tripled.
Commercial impact
Organic growth from £1.6m ARR to £5.1m ARR in 24 months.
52% of revenue directly attributed to paid media using last-touch attribution.
Paid-search-sourced sales opportunity conversion: 13% → 43% (+30 percentage points).
Overall sales opportunity conversion: 9% → 31% (+22 percentage points).
Three sales, SDR and marketing systems consolidated into HubSpot.
Capability embedded
A distinctive market position, recognisable brand with ‘Everyday Heroes’ and the new ‘mountain and star’ logo as distinctive assets, focused acquisition and a connected Demand OS: capability supporting sustained revenue growth, with stronger opportunity conversion as evidence of improved commercial performance.
