SaaS Academy

MQL growth

+67%

Book waitlist

5,000+

Lead magnets refreshed

20+

FB group growth

+22%

Problem

SaaS Academy was tightly associated with Dan Martell’s personal brand. After Dan left, the company needed a new center of gravity fast – a narrative that stood on its own, clearer packaging for the 3 programs, and growth engines that did not depend on one personality.

At the same time, the company had valuable assets (strong lead magnets, an 8K+ founder community, and high-intent SEO demand) that were under-leveraged or outdated.

The business challenge was stabilizing the brand post-transition while rebuilding demand capture and conversion from the ground up.

Strategy

Rebuild the company’s “why buy” story and demand capture system around outcomes founders want – then deploy that narrative across the highest-leverage surfaces: lead magnets, core web pages, community, email, and the CEO’s content.

Key bets:

• Relaunch 20+ lead magnets as refreshed conversion assets

• Build a 2K+ VIP waitlist for a co-authored book launch to create new top-of-funnel momentum

• Turn the private Facebook group into an intentional lead gen engine instead of a passive community

• Ship V2 messaging and rewrite the highest-impact pages for the website overhaul

• Partner with an SEO agency to compound high-intent demand and lift MQLs

• Deploy “psychologically engaging” prospecting + nurture emails and rebuild sales enablement

• Own CEO personal brand as a consistent distribution channel for founder-native content

Snapshot

#1: Lead magnet relaunches (20+)

Upgraded and relaunched 20+ top-performing lead magnets to modernize positioning, increase conversion, and strengthen the content-led funnel with founder-native assets.

#2: Book waitlist to 2K+

Built and executed a full pre-launch promo plan for a co-authored leadership book, driving thousands of VIP waitlist signups and creating new top-of-funnel momentum.

#3: Private FB group growth (+22%)

Resuscitated an 7K-member private founder community with a high-touch growth and nurture plan designed to convert engaged members into paying clients.

#4: V2 messaging + 12 key pages rewritten

Defined a new narrative for SaaS Academy post-Dan and rewrote core web pages and product messaging to clarify the three programs and how founders should self-select.

#5: SEO + CRO engine (+67% MQL)

Partnered with an SEO agency to turn the site into a compounding demand capture machine, driving +67% MQL growth in under a year.

#6: Sales enablement + sequences

Redid sales enablement materials and deployed prospecting sequences plus handraiser nurture emails engineered to create reply momentum and accelerate lead flow.

#7: CEO personal brand engine

Owned the CEO’s content and distribution layer with engaging, founder-native angles, carousels, and listicles designed to convert attention into demand.

#8: Ads + original media concepts

Ideated on new ads, original media, and emotive marketing concepts to create differentiated creative.

Transferable playbook

• If a brand loses its face, it needs a new center of gravity – outcomes, proof, and packaging.

• Treat lead magnets like products. Refresh, re-position, and redeploy the best ones before creating new.

• Build compounding surfaces first: pages, email flows, community loops, and SEO – then scale distribution.

• Make the CEO a distribution channel, not a mascot. Tight angles, consistent cadence, real proof.

• Rebuild the sales motion with psychologically clean sequences and crisp enablement so leads convert when they raise a hand.

Key Artifacts