Platform to Powerhouse: Scaling a SaaS Brand for Acquisition
How InPlayer grew 900% by combining product and marketing firepower.
Want to scale your SaaS business?
InPlayer Needed to Evolve: From Tech-led to Growth-led.
InPlayer had a best-in-class platform for monetising live-streamed and on-demand content – used by sports organisations, entertainment broadcasters, and content creators.
But while the product was proven, growth was flat. They’d acquired a handful of early customers but lacked a system to scale, differentiate, or create long-term value. New leads weren’t coming in consistently, and existing customers weren’t being nurtured or upsold.
Product Alone Doesn’t Scale.
Shifted the narrative from “platform” to “partner.”
- Defined a new partner strategy focused on adjacent tech (video players, CMS platforms, OTT providers)
- Established strategic alliances with brands like JW Player, Brightcove, Meta, Flowplayer, etc - integrating directly into their product feature set
- Built joint value propositions + co-branded marketing assets
- Created outbound sequences and pitch materials for partnership managers
- Amplified partner reach through co-marketing: webinars, blogs, demos, and case studies
Lead Gen & Nurture That Fuelled the Funnel
The acquisition and retention funnel was rebuilt from the ground up.
- Defined ICP and segmented audiences across media, sports, events and education
- Overhauled the website to improve customer journey's and provide educational content to both new and existing customers
- Created high-intent content (guides, calculators, webinars) to attract and qualify leads
- Refined paid and organic campaigns on LinkedIn, Google and niche publisher networks
- Implemented HubSpot workflows: scoring, routing, nurture flows, re-engagement
- Built full-funnel CRM automations: welcome sequences, trial onboarding, upsell triggers
- Designed dashboards to track CAC, MQL, SQL conversion, LTV
Turning Potential Into Payoff
Turned an underperforming sales funnel into a scalable engine, fuelling 900% growth over 2 years.
Revenue growth over 2 years
0
%
Reduced lead-to-sale conversion time
0
%
Established as the payment software
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1
Reduction in subscription churn
0
%
Acquired by JW
$
0
M
Partner sourced leads of total pipeline
0
%
"By building partnerships, Paul plugged InPlayer into broader ecosystems — making the product indispensable, not optional."
George Meek
CEO, InPlayer
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