How a Seasonal SaaS Company Captured Year-Round Market Share with Strategic Marketing

Yeti Snow Case Study

The Company

Yeti Snow is an award-winning provider of innovative snow and ice management operations software. Purpose-built by snow professionals, Yeti Snow launched in 2012 and quickly grew to become the premium solution for businesses across North America and Europe. The user-centric design and mobile-friendly interface enable seamless adoption and on-the-go access for field crews, empowering businesses to effectively manage sites and resources, respond to changing weather conditions, and maintain accurate documentation.  

The Challenge

After an initial period of strong growth, Yeti’s expansion began to plateau. They faced challenges with customer retention, particularly during the off-season, and struggled to maintain engagement when demand for snow management was low. In addition, the product development team was behind on releasing new features that would allow customers to use Yeti for broader operational purposes throughout the year. Yeti needed a marketing strategy that could increase market engagement, generate leads, and bridge the gap until the product team was ready to launch new features.

The Goal

Yeti Snow needed help to:

  • Increase MRR (Monthly Recurring Revenue) and reduce off-season churn
  • Generate more leads from Enterprise customers
  • Build awareness and engagement in advance of new product features that were delayed in development
  • Drive organic growth and increase traffic

The Results

Yeti partnered with Able & Howe, combining Fractional MDS and Fractional Marketing Execution services to develop and execute a comprehensive marketing plan. This partnership not only strengthened Yeti’s foundational marketing systems but also delivered results that enhanced visibility and positioned Yeti for future growth.

Developed detailed customer personas and refined brand position and messaging

Increased website page visits +24% and engagement time +27%

Implemented marketing automation system to generate and nurture leads

Our Key Responsibilities

Able & Howe’s contributions to Yeti Snow’s success included:

 

  • Conducting an ASP (Audit, Strategy, Plan) project to align marketing efforts with business goals
  • Assisting with migration of CRM, email and marketing functions to Hubspot for improved lead management and marketing automation
  • Refreshing the website to shift focus away from snow-first positioning, and improve user experience, lead generation, and organic search performance
  • Developing and executing an Account-Based Marketing (ABM) strategy and campaigns targeting high-value Enterprise clients
  • Managing email campaigns, including content creation, design, and performance optimization
  • Creating thought leadership and content strategies, producing blog posts, social media content, case studies, and lead magnets to increase Yeti’s visibility and credibility in the industry
  • Providing leadership and oversight for day-to-day marketing operations, ensuring that Yeti’s marketing remained effective and agile in a competitive market
  • Managing and optimizing advertising campaigns to drive new leads and increase Yeti’s brand awareness and visibility

How it Happened

After completing a comprehensive ASP project, Yeti Snow engaged our fMDS and fME team to kick off a number of initiatives to align the marketing priorities with their business objectives.

Evaluate

Our fractional Marketing Director completed a detailed audit of the company’s marketing stack to identify their strengths, weaknesses, and function gaps. 

Strengths

Yeti Snow has a unique market position with a strong, established brand presence in the snow and ice services industry. They are recognized for excellence and innovation and have been recognized with industry awards and accolades. They’re known for providing excellent customer service.

 

They have a strong understanding of the unique challenges facing the snow management industry and their product development team is continuously innovating to add new features and functionalities to the platform. With a focu on customer-centric design and mobile-friendly interfaces, Yeti Snow is the preferred choice of field crews and operations alike, and has a stellar adoption rate.

Weaknesses

Yeti launched as a seasonal snow and ice management software platform and this was clear through the snow-first brand positioning and messaging. With limited product features that allowed year-round usage, they were vulnerable to seasonal user fluctuations and high off-season churn rates. 

Function Gaps

With no dedicated in-house marketing resources, Yeti’s ability to effectively communicate their brand strengths, unique selling propositions, and market offerings was limited. 

Create

  • Developed detailed buyer personas through market research, customer feedback, and demographic data to fine-tune marketing strategies, messaging and targeting.
  • Formulated an Account-Based Marketing (ABM) strategy tailored to Yeti’s target account and objectives.
  • Designed email templates tailored to specific campaigns, target audiences, and customer journey stages.
  • Established a thought leadership content strategy to position the brand as an industry authority and increase brand visibility.
  • Produced high-quality content and resources, such as blog posts, white papers, and case studies that address the key challenges faced by Yeti’s target audience.

Evolve

  • Provided leadership and oversight for daily marketing operations, streamlining processes and procedures to boost efficiency and effectiveness, ensuring alignment with corporate objectives.
  • Conducted a CRO audit and updated the site design to align with with brand identity, improve user experience, and optimize for SEO.
  • Refined brand strategy, positioning, and messaging.
  • Enhanced performance marketing objectives and enabled efficient ad management through precise conversion tracking and attribution modeling.

Activate

  • Developed and implemented workflows and marketing automations in Hubspot, including campaigns, landing pages, and audience segmentation.
  • Provided ad design, campaign management, and optimization.

Enable

  • Provided ongoing support with content creation, design, and campaign management through our Fractional MArketing Execution team.