Xappex

When Digital Hunch began collaborating with Xappex in November 2024, we had one clear objective: not just "doing marketing" but crafting a strong, scalable, and predictable growth system tailored specifically to their needs. At Digital Hunch, we truly believe sustainable growth comes from structured improvements rather than quick, short-lived wins.

Identifying the Core Challenge

Xappex has already experienced a solid product reputation within the Salesforce ecosystem and consistent organic traffic. Users valued the quality and reliability of their offerings. However, despite these advantages, the team faced a common challenge typical of many founder-led SaaS companies—they lacked structured marketing processes and systems. There was no clearly defined pathway for transforming their significant traffic and lead volume into consistent trial activations and paying customers.

In simple terms, their growth was limited by an unclear conversion strategy rather than traffic volume or brand recognition. To address this effectively, we first needed a clear plan and a structured method tailored specifically to Xappex’s situation and objectives.

Our Proven Approach

Our approach is built around three main stages:

1. Collecting Low-Hanging Fruit
2. Setting Up Marketing Roadmap
3. Optimizing and Scaling Efforts

We organize our work into two-week sprints with clear goals, tasks, and team roles. Regular weekly check-ins with the client’s team and direct reporting to the CEO or founder keep everyone aligned, transparent, and focused on measurable results right from the start.

Importantly, the specific steps we chose for Xappex were unique to their situation and objectives. With other clients, the approach will vary depending on their distinct goals and current marketing conditions.

Digital Hunch’s Strategic Framework in Action

November-December 2024: Collecting Low-Hanging Fruit

Initially, our primary goal was understanding Xappex’s existing processes and establishing a robust foundation for growth. We interviewed various team members, including the founder, marketing manager, and sales representative, to get insights into their current marketing activities and better understand their products.

We clearly stated from the start that we respect and preserve what was already working—we didn't disrupt existing processes but looked for opportunities to enhance and improve them further.

Thus, our Fractional CMO analyzed previously implemented marketing activities, identifying gaps and opportunities without starting from scratch. We segmented Xappex’s extensive database into:

• Cold leads
• Active trial users
• Previously churned paid customers
• Churned trial users
• Actively engaged users

This allowed us to clearly see where potential customers were getting stuck and where our intervention could have the most significant impact.

Additionally, we created detailed sales funnel reports and set up clear analytics. After identifying quick and easy improvements, we made a straightforward action plan, which we reviewed and agreed on together with the Xappex team.

Q1 2025: Tackling the Critical Conversion Bottleneck – Trials

With the foundations clearly set, Q1 2025 was focused intensively on improving the first major bottleneck we had identified—conversion from lead to trial activation. We collectively implemented several key initiatives:

• SEO optimization to enhance organic visibility and attract relevant leads.
• PR activities with various online partners to expand reach, boost credibility, and attract more targeted leads.
• Improving the onboarding process for trial users, making the initial user experience clearer and more effective, thus increasing conversions from trial to active users.

Additionally, we refined the product’s positioning, unique selling propositions and messaging, ensuring clear and compelling communication to cold leads. While improving trial conversions was our focus for the period, our project team also actively supported various other marketing tasks, quickly responding to new opportunities as they arose.

Tangible Results & Lasting Impact

By the end of Q1 2025, Xappex experienced a meaningful increase in their monthly trial activations, showing a 28% growth. But beyond just numbers, the real achievement was building a reliable and predictable growth framework that could sustainably deliver results month after month. The systems we put in place were designed to outlive temporary boosts and generate consistent, measurable outcomes long-term.

Total MRR:

Next Steps: Continued Improvement and Growth

Our work with Xappex is far from complete. After successfully establishing and optimizing the initial conversion step, we’re already diving into the next set of critical challenges. Moving forward, our objectives include:

• Increasing conversion rates from trial to paying users
• Reducing churn rates by enhancing customer experiences and retention strategies
• Executing smarter, hypothesis-driven experiments to uncover further optimization opportunities

The success we've achieved so far is just the beginning of a structured, strategic approach to sustainable growth. Our ongoing collaboration with Xappex represents exactly what Digital Hunch stands for—structured, strategic marketing that’s practical, adaptable, and built for long-term success.

We’re incredibly grateful for the open-minded, collaborative approach the Xappex team has consistently demonstrated and look forward to achieving even more impressive results together.