Case Study / B2B SaaS
From Expensive Leads to a Focused B2B Growth Engine
Repositioning Nova HR, refining its target market, and building a 360° marketing approach that significantly improved acquisition efficiency and lead quality.
$25 reduced to $7
Cost Per Lead
<25% improved to 65%
MQL Rate
60+
Enterprise Leads Generated from Offline Activation
01 / The Challenge
High acquisition costs weren't the only problem. Lead quality was, too.
Nova HR was generating leads through Meta and Google Ads, but acquisition costs were high and fewer than 25% of generated leads qualified as MQLs.
The real challenge wasn't simply generating more leads. It was attracting the right companies, improving demand quality, and positioning Nova HR as a credible HR technology partner for larger organizations.
High CPL
Paid acquisition on Meta and Google was expensive per lead.
Low Lead Quality
Fewer than 25% of leads qualified as MQLs.
Unfocused Targeting
Campaigns were optimised for anyone interested in HR software.
02 / Segmentation
Not every company was the right customer.
I reworked Nova HR's market segmentation and shifted the acquisition strategy toward two priority customer segments.
Instead of optimizing campaigns around anyone interested in HR software, the strategy focused marketing resources on organizations with a stronger fit for Nova HR's product, sales cycle, and value proposition.
This allowed messaging, content, targeting, and demand-generation activities to become significantly more focused.
Before
Any company interested in HR software
After · Priority 01
Mid-Market
500+ Employees
After · Priority 02
Enterprise
1,000+ Employees
03 / Positioning
From “an integrated HR system” to “a strategic HR partner.”
Before
An Integrated HR System
After
Your Strategic HR Partner
Nova HR's previous positioning focused heavily on product completeness, a message commonly used across the HR software category.
I shifted the positioning toward Nova HR becoming a strategic partner for larger organizations.
The goal was to move the conversation away from simply selling software features and toward business value, long-term partnership, operational reliability, and supporting HR transformation.
04 / Demand Generation
Demand couldn't depend on paid ads alone.
I developed a 360° marketing campaign designed to build awareness, credibility, and demand across multiple customer touchpoints before converting that attention into qualified business opportunities.
Social Media Awareness
Email Marketing
Super Nova Podcast
HR Industry Influencers
Offline HR Event
Qualified Enterprise Leads
Thought Leadership
Building authority before asking for the sale.
As part of the awareness strategy, I helped create “Super Nova”, a conversational podcast featuring prominent influencers and professionals from Egypt's HR community.
The podcast was designed to position Nova closer to the conversations, people, and challenges that mattered to HR decision-makers rather than relying purely on promotional product content.
05 / Offline Activation
Turning digital awareness into real-world conversations.
The awareness and thought-leadership activity was followed by Nova HR's participation in a major HR-focused industry event in Egypt.
This created a direct bridge between digital brand building and face-to-face conversations with HR leaders and decision-makers.
60+
Enterprise Leads
Generated during the event, including interest from some of Egypt's largest companies.
06 / Performance
Better targeting. Better economics. Better leads.
Alongside the wider brand and demand-generation strategy, I worked on restructuring and optimizing Nova HR's lead-generation campaigns across paid media.
The focus shifted from maximizing lead volume toward balancing acquisition cost with lead quality.
Cost Per Lead
−72%
The 72% reduction is derived from CPL decreasing from $25 to $7.
MQL Rate
2.6×
Share of generated leads qualifying as marketing qualified leads.
07 / Digital Experience
Improving the acquisition journey beyond the ads.
My work extended beyond campaign management.
I worked across three company websites on website copy, customer journey design, and SEO, improving the digital foundation supporting both paid acquisition and organic visibility.
Copywriting
Customer Journey
SEO
Three websites optimized across messaging, structure, discoverability, and user journey.
08 / Strategy
From generating leads to building market leadership.
Building on the new segmentation and positioning, I developed a new annual marketing strategy centered on positioning Nova HR as a market leader in Egypt.
The strategy aligned brand positioning, market segmentation, content, paid acquisition, thought leadership, SEO, and offline activation around a more focused enterprise growth direction.
Market Leadership
Positioning
Segmentation
Content
Paid Acquisition
Thought Leadership
Events
SEO
Results
The Impact
$25 $7
Cost Per Lead
<25% 65%
MQL Rate
60+
Enterprise Event Leads
3
Websites Optimized
The result wasn't simply cheaper leads. It was a more focused marketing engine built around the companies Nova HR actually wanted to win.