Scannable, an environmental asset management SaaS company, struggled with a limited budget, niche audience targeting, and complex buyer education. Redefine Web delivered a 92% lower CPL, 450X growth in webinar leads, and closed seven new clients in just 6 months with a Meta-driven lead gen strategy.
Scannable is an innovative SaaS platform designed for environmental asset management. Serving municipalities and nonprofits nationwide, it empowers decision-makers with GIS-based visualization tools, advanced reporting, and data-driven insights. Its approach helps organizations map out assets such as parks, greenways, and natural resources to plan for sustainability projects and long-term investments strategically. By integrating environmental, social, and operational factors, Scannable supports healthier, greener communities and measurable program outcomes. While offering a powerful solution for specialized markets, the company faced a significant challenge: reaching its particular target audience with limited resources. Recognizing its need for scalable B2B lead generation, Scannable turned to Redefine Web to create a digital strategy that effectively engages public sector officials and nonprofit organizations.
Scannable faced significant challenges in scaling its SaaS adoption before working with Redefine Web. While leadership was committed to growth, marketing efforts were limited by budget constraints, resource gaps, and the need to explain a highly technical solution through multiple sales touchpoints.
Reaching its niche audience of local government officials and nonprofits proved difficult. Outdated CRM systems slowed funnel progress, and the team lacked access to content-level data, making optimization and measurement nearly impossible.
Although Google Ads generated some intent-driven traffic, Scannable was unable to expand beyond bottom-of-funnel searches. Awareness among untapped audiences remained low, while webinars and digital events struggled with poor attendance and limited registrations.
Ultimately, Scannable had a high-impact product but lacked the strategic digital marketing structure needed to deliver its message and connect effectively with this hard-to-reach market.
Redefine Web conducted a comprehensive performance audit, identifying Meta as the most effective channel for driving awareness and generating leads. We developed an integrated strategy designed to drive engagement, generate qualified webinar sign-ups, and lower cost per lead while enriching prospect data for sales follow-up.
Key steps included:
By focusing on Meta’s targeting capabilities, educational asset promotion, and enriched prospect data, Redefine Web helped Scannable produce hundreds of qualified leads in only six months. The campaign slashed acquisition costs, generated 450X more webinar leads, and ultimately delivered seven new client partnerships — an extraordinary outcome for a SaaS company with a small budget and niche market.
Kyle Vine
Brandon Smith
Benjamin Sänger
Myles Scolnick
Peter Dolenc
Francis Strutt
