Sopact

Sopact was a B2B SaaS business bringing in its first marketing hire. The Gremlin joined with responsibility for setting up the customer acquisition strategy, rather than stepping into an established marketing team with a mature acquisition system already in place.

At the same time, the company had a product milestone to bring to market: its first mobile app. The engagement combined two responsibilities that are often treated separately. We needed to establish how the business would acquire customers while helping a new product reach its launch.

The immediate challenge was the absence of dedicated marketing ownership. Sopact needed someone to take responsibility for customer acquisition and turn it into an active function, not simply contribute another set of campaign ideas.

The mobile app launch added a second demand on that role. Building the acquisition foundation could not be treated as a project that had to finish before any product work began. The remit called for building the system and supporting a launch within the same engagement.

The Gremlin set up the customer acquisition strategy. That was the central responsibility of the first marketing hire role: give the business an acquisition direction and take ownership of the work required to move it forward.

Inbound lead generation was part of that remit, and inbound leads grew during the work. The important distinction is that this was not only strategy development. The engagement included the acquisition outcome that the strategy was there to support.

Alongside acquisition, the Gremlin helped launch Sopact’s first mobile app. The marketing role therefore extended into a product launch while the broader acquisition foundation was being established.

The contribution described here is marketing support for the launch, not development of the app itself. The milestone was the app reaching launch. Together with the acquisition work, it shows a first marketing role covering both ongoing demand and a specific product moment.

Sopact gained a customer acquisition strategy and dedicated marketing ownership. Inbound leads grew, and the company’s first mobile app launched. Those are the outcomes of this engagement; no numerical lead growth claim is attached to this story.

The value of the work was the combination. The business moved forward with both an acquisition foundation and a new product milestone, rather than receiving a strategy document with the practical launch work left for someone else.

A first marketing hire is not simply a smaller version of a large marketing department. The role has to establish direction and take on the work while the function is still being built. At Sopact, that meant customer acquisition, inbound lead generation, and support for a first mobile app launch.

This is the kind of engagement the Gremlin brings to founders who need marketing ownership before they have a fully staffed team: responsibility for the foundation alongside responsibility for getting work into the market.