How a fractional CMO team turned Xappex marketing into a predictable growth system

When Xappex, a data connector for Salesforce and HubSpot, came to us, their marketing was already in place and delivering consistent results, supporting a steady 7% year-over-year revenue growth.

The challenge was different: the company wanted more control, transparency, and structure to enable faster scaling and a clearer understanding of which activities were driving growth.

Challenge

The team didn’t have a single, consolidated view of the funnel — from trials to activation, paying subscribers, and seat expansion. Cross-channel attribution was limited, and LTV and lifecycle insights were not fully visible. There was no clear understanding of acquisition channels, lead sources, and product conversion data.

Marketing activities were delivering results, but they weren’t yet integrated into a single, manageable system that enabled fast, well-informed growth decisions.

Solution

We worked closely with Carolina, Xappex’s Digital Marketing Manager, and the internal teams.

We strengthened the internal team with analytics, structure, and channel expertise, while Carolina remained responsible for product marketing direction, positioning, and alignment with internal company initiatives.

Based on this collaboration model, we translated strategic decisions into a clear, structured set of execution steps across analytics, funnel design, content, and product marketing.

Growth Foundation and User Understanding

• Implemented full-funnel analytics, connecting Chargebee, HubSpot, and internal dashboards to see trial, activation, and retention data in one place.
• Redesigned the funnel from traffic through trials and activation to paying subscribers, making each stage trackable.
• Conducted interviews with lost trial users to diagnose product strengths and weaknesses and identify key activation and conversion blockers.

Activation, Retention, and Product Positioning

• Optimized existing email marketing journeys by introducing systematic A/B testing and continuous improvement of activation and retention flows.
• Supported product differentiation by clarifying each product’s unique value and reflecting it consistently across communication assets, including trial emails, product pages, get-started pages, pricing pages, and the customer portal.
• Reworked messaging for different roles and use cases.

Monetization and Pricing

Assisted the team in communicating a strategic price increase to the customer base, ensuring clear value framing and minimizing negative impact on retention.

Scalable Growth Engine

• Optimized content, SEO, and LLM presence, aligning product pages and messaging with the ICP’s actual buying journey.
• Identified product marketing opportunities that could drive a 20 to 30 percent revenue increase without additional acquisition, with the key leverage hidden in the existing free user base.
• Prepared the launch and positioning for a new product, led internally by Carolina.
• Delivered a complete website redesign and updated positioning, scheduled for release in 2026.

Result

By leveling up Xappex’s existing marketing setup, with a focus on structure, visibility, and scalability, the company achieved faster and more predictable growth.

In 12 months:

1. ARR growth increased from 7% to 11.15% YoY, a 59% acceleration driven by systematic improvements, while the total marketing budget remained below 4% of company revenue and did not increase.
2. New customer acquisition grew steadily at 10 to 20 percent MoM.
3. Churn rate decreased as the customer base grew, while absolute churn remained stable.
4. The client fully recouped all marketing investments, including the new website, within the first year.
5. Full transparency has been achieved; every channel is now directly linked to revenue and managed through a single data source.
6. The collaboration approach reduced operational load and gave Carolina more time for strategic leadership and internal capability growth.

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