Brand Awareness
Industry
SaaS
Client
Dabble
Start Date
July 2021
Dabble problem
Dabble, a cloud-based SaaS platform for novelists and authors, needed a cohesive growth marketing strategy to turn its freemium user base into a reliable engine for ARR and long-term product investment. The company sought a rebrand and website relaunch that could act as a lead magnet, increase qualified traffic, and convert more trial users into paying customers in the US market.
Brand Impact
Repositioned Dabble with a refreshed brand and SEO-optimized website designed to capture and convert high-intent traffic from authors and aspiring writers.
Content Engine
Built an always-on content engine by hiring and leading a team of writers to create SEO-informed blog content that answered real user questions and drove organic growth.
Lead Generation
Launched integrated acquisition campaigns across organic social and pay-per-click ads to boost visibility, trial sign-ups, and immediate purchases.
Nurture Funnels
Designed and implemented multiple email nurture funnels that moved users from freemium to paid plans, increasing ARR and strengthening subscriber loyalty.
Dabble approach
The engagement began with defining a cohesive growth marketing strategy that aligned brand, website, and demand generation efforts around Dabble’s core audience of novelists and manuscript writers. From there, the work focused on rebranding and relaunching an SEO-optimized website, supported by a content roadmap and hiring a team of writers producing SEO-informed blogs to capture search demand. This was layered with organic social to build an engaged following, targeted PPC campaigns to accelerate acquisition, and segmented email nurture funnels that guided freemium users toward paid subscriptions and long-term retention.
Dabble result
Within five months, Dabble grew ARR by 40%. How? By strategizing and implementing a website relaunch, an SEO-driven content engine, organic social, and pay-per-click campaigns. These marketing tactics turned their freemium audience into loyal, paying subscribers setting Dabble up for continued growth.
