Case Study




Kitcast ABM Marketing

Roots Automation

Custom Salesforce Development

Multi-Tenant CRM and Marketing Automation

A European POS company grows $710,000 ARR in 4 hours of marketing automation consulting.


Business Information

customer persona
Customer Persona: 
European SaaS
customer location
Customer Location:
company size
Company Size:
20 Employees
technologies used
Technologies Used:
Custom SaaS, Intercom, Drip

Key Insights

HelloCash is an Austrian Point-of-Sale company serving Europe’s DACH region. When they approached the Enterprise Sales Institute, the company was doing great marketing the free version of their product. However, only 7% of leads converted into a paid plan. To reach their growth goals, HelloCash had the objective of reducing customer acquisition costs through better marketing automation, activation, and nurturing.
The POS company was a powerhouse with free users, but they were converting a mere 7% of their inbound leads. With the inherent low margins in the POS vertical, HelloCash had to create a lead activation system that converted leads without requiring a personal demo for each account. On top of this, both the HelloCash team and its customers spoke primarily German. This means ESI had to overcome language and cultural barriers.
The Enterprise Sales Institute was able to work with HelloCash to improve their behavioral-based marketing automation strategy. It was identified early on that there was no sense of emotional selling, activation tracking, or event-based automations. The Institute was able to quickly revise the metrics being tracked, content being sent, and the sequence of HelloCash’s onboarding messaging. As a result, the company grew almost instantly.

The Results

HelloCash was one of the most fun, intense projects to work on. Taking a company from 7% to 62% conversions is incredibly difficult. However, a proper system with optimized messaging did the trick and yielded company-changing results.
Stephen Lowisz
Managing Partner

8.9X More Conversions

The Institute was able to increase HelloCash's free to paid conversion rate from 7 to 62% in 4 hours of consulting.

$710k Annual Recurring Revenue

Due to the initial conversion rate increase and the volume of inbound leads, the company grew by $710k ARR in just under a month.

Market Penetration

The company was able to obtain significant market share in the DACH region. They became the #1 POS company in Austria, overtaking their top competitor.
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