In summer 2021, Pinpoint had just gone through “a pretty big pivot,” as co-founder and CEO Jeff Haynie put it.
That’s an understatement. The relaunched company was selling brand new software, designed to help SaaS companies share product updates with their customers and analyze product feedback.
Which SaaS companies needed it most? And what marketing efforts would get them in the funnel most efficiently?
“We needed to do a lot of testing about message, value proposition, audience segment, all that, before we really doubled down on marketing and frankly, even the product itself,” Haynie said.
But Pinpoint wasn’t seeing enough demand to run meaningful tests — though they were spending thousands on DIYed paid social ad campaigns.
“We were getting almost nobody,” Haynie said. “We were getting maybe five calls [a month].”
They needed outside help — but their needs didn’t feel clear or long-term enough for a full-time hire, or entry-level enough for a typical all-are-welcome freelancer platform.
They needed a pro.