How Gripped Generated £2.4m in Pipeline for Cloudbooking During Critical Transition Period

The Challenge

Cloudbooking faced a timing challenge that many growing SaaS companies encounter: key marketing team members going on maternity leave at the same time. This created immediate gaps in expertise and capacity across multiple marketing functions, threatening to stall their growth momentum during a crucial period for the business.

Loss of critical marketing capacity

With key team members on maternity leave, Cloudbooking suddenly lacked the internal resources to maintain their marketing operations. They needed someone who could step in quickly and keep campaigns running without missing a beat, but finding the right partner who understood their business and could hit the ground running was difficult.

The gap wasn't just about having warm bodies to execute tasks. They'd lost the institutional knowledge, strategic thinking, and day-to-day execution that had been driving their marketing forward. Campaign management, content creation, CRM work, and design projects all risked grinding to a halt. They needed a partner who could maintain continuity while also bringing fresh thinking, not just keep the lights on.

Without proper coverage, they'd lose the marketing momentum they'd built. Campaigns would go stale, content pipelines would dry up, and website optimization work would stall. In a competitive workplace management market where buyers are actively researching solutions, going quiet for months wasn't an option.

Stagnant website performance

Their website wasn't converting visitors effectively, with high bounce rates on critical conversion pages. When prospects landed on their 'Book a Demo' or 'Contact Us' pages, too many were leaving without taking action. This meant they were paying to drive qualified prospects through various channels but losing potential customers at the most important moment in the buyer journey.

The problem was particularly acute because workplace management software requires some explanation and education. Prospects needed to understand how Cloudbooking integrated with their existing tools, what facilities they could manage, and why it was better than alternatives. If the website couldn't communicate this clearly and compellingly, all the work to get people there was wasted.

High bounce rates on conversion pages also suggested messaging misalignment. Either the messaging wasn't resonating, or the pages weren't meeting visitor expectations. Whatever the cause, it was costing them opportunities. Every prospect who bounced represented potential revenue walking away because the website experience didn't close the deal.

Need for strategic marketing continuity

Cloudbooking didn't just need tactical execution, they needed strategic guidance to ensure their marketing stayed on track and continued evolving. The team members on leave had been driving strategy, not just implementing it. Without that strategic layer, there was risk of campaigns becoming reactive rather than proactive, missing opportunities to test new approaches or adapt to market changes.

They also needed someone who could bring fresh perspectives while maintaining brand consistency. It's easy for marketing to go stale when you're heads-down executing the same playbook. They wanted a partner who understood their existing strategy but could also challenge assumptions and suggest improvements.

The ideal situation wasn't just backfilling roles temporarily. They needed a true extension of their team who could collaborate with remaining staff, maintain quality standards, and ensure that when team members returned from leave, the marketing function would be in even better shape than when they left.