Qwilr, an Australian B2B SaaS company, is a popular proposal solution that's used by high performing sales teams across the world. At its core, Qwilr enables reps to create impressive, web-based sales proposals and content, powered by automation, and informed by analytics.

We’ve been working with Qwilr since August 2023, when they began ramping up their customer acquisition. Head of Growth Marketing, Brendan Connaughton reflects - 

“Atlas came highly recommended as a performance marketing partner suited to SaaS companies. At the time, we were scaling up our SEM program and looking for the right agency. We've since been working with Atlas on SEM, and more recently on paid social and video.”

The Brief

With a focus on scaling efficiently, Brendan and his team at Qwilr came to us seeking strategy, speed and transparency. 

Brendan says, “We decided to work with an agency in this case because of how dynamic the performance marketing landscape can be. There are always new channels, campaign types, and practices, and it can often be hard for internal teams to keep up with all the changes.”

“Atlas stood out due to their SaaS specialisation, a critical factor for us since many agencies have deeper roots in B2C marketing. This expertise, coupled with Atlas’ nimble and transparent approach, gave us confidence that Atlas was the right partner for us to work with.”

Qwilr’s SEM performance was already in good shape when they first engaged us, so we took the first couple weeks to get a good understanding of their business, who their highest value customers are and how they measure success.

They were looking to ensure a strong close to 2023, and as we moved into 2024, we worked with them to establish ambitious targets and create a clear path to achieve those outcomes.

The Journey

Relentless research and optimisation pays off

After a few months spent laying the groundwork, we launched a more consolidated campaign structure and introduced additional campaign types to match their scaling objectives.

Performance took off since the consolidation and we exceeded every target after the first month of going live.

Head of Growth Marketing, Brendan, backs it up:

“The Atlas team was quick to identify which levers could move the needle for our north star objective of highly qualified meetings. They were relentless in optimising towards that goal, going deep across campaign types, geos, keyword research, landing pages, conversion optimization, and more.”

“Atlas is meticulous. For example, one of the rituals they perform for us is a monthly deep dive into where our highest value SEM leads are coming from. They break down the data by campaign and pull together further splits by lead score to identify the most efficient allocation of spend. This approach helps increase meetings booked while lowering our customer acquisition cost (CAC), ultimately bringing in more high-quality opportunities that our sales team loves.”

Looking ahead

Qwilr’s team cares deeply about the content and creative they are putting out. So next up is further investment in their social presence. 

Brendan looks ahead - “Based on the results we’ve seen working with the Atlas team on SEM, we’ve increased the scope over the last two months to include paid social and video. Internally, we’ve been building out our creative production capabilities, levelling up our social presence and advocacy, and implementing a new reporting framework. Now, we’re doubling down on our creative media buying efforts with Atlas to further scale Qwilr’s brand familiarity and demand generation efforts.”

An example of creative shipped for Qwilr’s LinkedIn campaign

Behind the scenes of what’s being shipped, our team is analysing the details and feeding insights back to Qwilr, freeing up their headspace for the bigger picture, customer research and sales & marketing alignment.

“Justin and Tim are proactive with our campaign execution. They operate as an extension of our team and have done a great job of building their credibility with the broader Qwilr team. They consistently provide thoughtful recommendations and insights that inform other marketing channels.”