Revolutionizing B2B SaaS Growth Hacks in a Competitive Marketplace

Back in the days when data prices were high and smartphones were costly, yet social media platforms like Facebook and Twitter were flourishing, a unique business proposition emerged. A French company in India introduced a user-operated USSD gateway—a non-internet-based service that allowed users to access social media through a simple phone call. For instance, users could dial 325 to land on their social media page and then punch in 1 to access Facebook, 2 for Twitter, and use the menu-driven system to post or interact. This innovation catered to a niche audience who wanted to stay active on social media without the burden of data or smartphones.

Challenges in Discoverability

Despite the innovative product offering, the challenge lay in discoverability due to a stringent regulatory framework and a highly competitive market.

Data Price and Smartphone Restrictions: Telecom operators were regulated to promote no more than five value-added services (VAS) per customer every week. Additionally, 60% of the customer base was on Do Not Disturb (DND) mode, reducing the pool of potential users to only 40%. Competition: With over 250 VAS vendors, each needing to compete for the limited promotional slots, the market was highly competitive. Our marketing budget was minimal, and we faced stiff competition from entrenched players. We managed to displace one of our competitors in one operator and successfully established ourselves as the preferred VAS in two other operators. Branding and Resource Constraints: We were the smallest and most under-resourced player, lacking both marketing spend and on-ground resources. This made it even more challenging to stand out in a crowded marketplace.

Strategies for Growth

With these challenges in mind, we devised a series of growth hacks to ensure maximum engagement and conversion from the limited promotional slots we managed to secure. Here are some of the strategies that proved most effective:

1. Leveraging USSD for Maximum Exposure

We ensured that when we secured a promotional slot, the campaign was designed to maximize views and drive the desired call to action. The campaign focused on creating awareness about the USSD service and encouraging users to dial the 325 code to access social media. We also provided a clear menu-driven interface that was user-friendly and easy to navigate.

2. Engaging Users with Interactive Features

Once users dialed the number and accessed the service, we focused on engaging them with interactive features. These features included clear instructions, user-friendly interfaces, and a seamless experience. We provided value by offering features that were unique to the USSD service and not available through other means, such as quick and easy access to social media without the need for a smartphone or data.

3. Maximizing Return on Marketing Spend

Our goal was to maximize the return on each promotional slot we secured. This involved careful planning and execution to ensure that every call led to a clear action. We tracked user behavior and used data to optimize the user journey, ensuring that users were encouraged to engage more deeply with the service. This included features such as accessing social media profiles, posting updates, and even interacting with friends and followers directly through the USSD gateway.

Results and Insights

The strategies we employed saw a significant jump in customer footfall, with a notable increase in user adoption and engagement. This resulted in higher activation rates and increased recurring revenue. The growth hack focused on leveraging the unique strengths of the USSD gateway to provide an innovative solution that catered specifically to users who wanted to stay active on social media without the burden of data or smartphones.

Our journey started in a challenging era where data prices were high, and smartphones were expensive. However, as data prices began to drop and the era of low-cost smartphones arrived, our service continued to evolve and adapt. We are happy to share more updates and insights as the market landscape continues to evolve.

Through our experience, we have learned that in a competitive B2B SaaS market, innovation and strategic growth hacking can make a significant difference. By focusing on user-centric solutions and leveraging the strengths of existing technologies, we were able to carve a niche for ourselves in a crowded market.