Deep dive · B2B SaaS

Growing ezyCollect's ARR from $3.5M to $9.2M.

How Z10 built ezyCollect's marketing function from scratch and scaled it — a three-tier paid media funnel, a 5,000-page ABN-targeted SEO programme, an SDR engine, and a signature retention campaign that took ARR from pre-Series A through Series B.

Book a consultation Our services

Client: ezyCollect, accounts receivable automation SaaS
Engagement: Marketing function built and scaled from zero
Market: Mid-market businesses across F&B, wholesale, manufacturing, services, construction
Stage: Pre-Series A through Series B

$9.2M

ARR reached, from a $3.5M base

Lead volume, top of funnel

-84%

Cost per acquisition

148%

SQL growth overall, 17% sustained month over month

The challenge

A solid product, but no engine behind it.

The company had just gone through COVID-driven retrenchments that cut the team by 50%. ARR stood at $3.5M. There was no marketing function, no SDR team, no content engine, and no structured acquisition strategy. The website took over 20 seconds to load.

ezyCollect sold accounts receivable automation software to mid-market businesses. The product was solid, but the go-to-market relied almost entirely on outbound sales and the founders' networks. The business needed a repeatable growth engine that could scale ARR from pre-Series A through to Series B.

The approach

Build the function from scratch, then scale it.

The brief was to build the marketing function from scratch and then scale it — create inbound and outbound acquisition channels, stand up an SDR function, and construct a pipeline that could sustain the company through its Series B fundraise, while supporting a strategic product pivot from pure AR automation into integrated payments via a Stripe PayFac model.

The first six months were foundation work: buyer persona research that mapped the ICP across F&B, wholesale, manufacturing, business services, and construction, which then informed every campaign, content decision, and channel allocation that followed. From there the engine scaled across paid, SEO, the SDR team, and lifecycle.

What changed, in order.

Website load time cut from 20+ seconds to under four, with landing pages moved onto Unbounce.
Three-tier paid media funnel built across awareness, retargeting, and conversion.
5,000-page ABN-targeted SEO programme launched to capture high-intent business demand.
SDR team stood up and coached on the Sandler Method, lifting SQL-to-committed conversion from ~32% to 38%.
EOFY Wrap campaign and a self-serve ROI calculator deepened retention and shortened the sales cycle.
Product marketing led for the pivot to a Stripe Payment Facilitator model.

Tactical execution

The plays that built the engine.

Each play fed the next — a faster site and paid funnel generating demand, SEO capturing intent at scale, an SDR team converting it, and a retention campaign compounding the value of every account that closed.

A three-tier paid media funnel.

Cut website load time from 20+ seconds to under four and moved landing pages onto Unbounce, then built a three-tier paid media funnel: top-of-funnel awareness through Google Display, Facebook, Instagram, LinkedIn, and Outbrain; mid-funnel trust-building via LinkedIn and AdRoll retargeting; and bottom-funnel conversion through LinkedIn testimonial video campaigns.

Lead volume at the top of funnel

ABN-targeted SEO at scale: 5,000 pages.

Launched a large-scale SEO project of 5,000 unique pages, each tied to a specific business ABN, inviting them to trial the credit-scoring product. Industry-specific outbound campaigns ran alongside it through an overseas lead-verification agency, turning a near-zero organic footprint into a durable demand channel.

5,000

ABN-targeted SEO pages shipped

An SDR engine, coached on the Sandler Method.

Implemented Sandler sales training for the SDR and customer service teams, lifting SQL-to-committed conversion from roughly 32% to 38%. Taking over the SDR team directly, we built data-led playbooks, campaign automation, and coaching frameworks that drove consistent month-over-month SQL growth — including 81 SQLs in a single month, a company record. Average MRR per client rose from $250 to $500.

SQLs in a single month, a company record

The EOFY Wrap retention campaign.

The single most impactful campaign of the engagement. Inspired by Spotify's end-of-year wrap, we generated a personalised report for every client showing exactly how ezyCollect had accelerated their cashflow, reduced late payments, and saved them time — mass-produced through HubSpot workflows, used by CSMs in account reviews and by AEs in demos as value proof. A self-serve ROI calculator let prospects quantify their own savings, cutting the sales cycle by 25%.

349%

Lift in upsell and cross-sell, with churn down 24%

Ready to build your own arc?

Thirty minutes is enough to work out where the most valuable quarter would start. If the fit is not right, we will say so.