NovaCRM — SaaS Growth & Funnel Optimization

01 — Project details

NovaCRM offered an advanced CRM tailored for real estate agents, but its biggest differentiator — built-in marketing tools — wasn’t being communicated clearly.

Most SaaS competitors focused on contact management, while NovaCRM’s value came from content automation (ready-to-use posts, email campaigns, and preconstruction templates).

The challenge was to create a growth system that not only drove demo requests, but also educated agents on how NovaCRM could replace multiple marketing tools

02 — Strategy

• Product Messaging: Refined NovaCRM’s positioning around its “Marketing Automation Edge” — CRM + creative content + automation in one platform.

• Paid Media Funnel: Built a multi-tier funnel — Awareness (social/email tools) → Consideration (CRM workflows) → Conversion (demo signup) — across Google Search, Meta, and retargeting.

• Ad Creatives: Designed feature-focused creatives showcasing NovaCRM’s email templates and social post libraries (as shown in visuals).

• Landing Page Experience: Created conversion-focused pages demonstrating time-saving benefits for agents (“Save Time, Close Deals Faster”).

• Onboarding Automations: Built in-app and email onboarding flows that walked new users through using templates, automation, and lead tracking.

• Lifecycle Marketing: Added automated trial nurture sequences that reactivated cold demos and boosted product usage.

• Tracking & Attribution: Implemented GA4 + Tag Manager + CRM dashboards to measure CPL, demo-to-trial, and feature adoption rates.

03 — Results

300+ qualified demo requests generated over a 3-month campaign

↓ 38% reduction in CPL after funnel and automation rollout

↑ 2.1× increase in trial activations through improved onboarding sequences

📈 54% email open rate on personalized lifecycle automations

💬 6.4% engagement rate on feature-focused SaaS ads (above industry average)

⚙️ Established NovaCRM’s full SaaS growth funnel, now used as the company’s standardized acquisition and onboarding framework