Case studies / Badger Maps
How Badger Maps learned to go and get demand.
Route planning and mapping software for field sales teams
Badger Maps was built on demand that arrived on its own: search ads, a long running podcast and word of mouth. As their fractional CRO, we scaled their email sending capacity 50x, helped Steve decide on and hire a head of marketing, and built a Meta offer funnel that brings in qualified field sales teams. Cost per booked call went from $1k to $250.
$250
Cost per booked call
Down from $1k.
10% to 80%
Email inbox placement
Replies are now demo requests.
631
Qualified leads
Field sales teams of five reps or more.
50x
Email sending capacity
Segmented by industry.
Where they started
A healthy SaaS business, capped by inbound.
Badger Maps connects to a field sales team’s CRM and puts every customer on a map, with routes and a daily schedule. The business ran on people who went looking for a route planner. Steve wanted to find out what happens when you go and create demand instead.
- “Like we have a lot of things that are running pretty well compared to most SaaS businesses. And it’s like, okay, how do we take this to, you know, the top notch?”
- “I knew that LinkedIn outreach was a good idea and I knew that technology existed to do it, but I didn’t know which one was gonna be the best one for us to do. I didn’t know how to set it up. No one on my team did.”
- “A lot of times when you want interim expertise help with something, it’s because you don’t have a certain strength on your own team.”
Steve Benson, founder and CEO, Badger Maps.
What was in the way
Two constraints.
- Outbound wasn’t reaching anyone. Email landed in spam, and the copy read like a brochure. Reply rate was zero.
- Inbound has a ceiling. Demand was capped by how many people go looking for a route planner in a given month. Growing past it meant creating demand, not waiting for it.
“Effective marketing does two jobs. It brings you more qualified demand, and it shows you exactly where you break.”
What we built
Fractional CRO. Six things, all handed over.
- Scaled sending capacity 50x, fixed delivery and rebuilt the copy, segmented by industry. Replies turned into demo requests.
- Attribution
- Made the numbers trustworthy, then used them to find ad spend that wasn’t returning.
- Offer
- “Get 15% more field sales in your first 90 days. Guaranteed, or your money back.” Led with proof from named customers.
- Funnel
- Meta ads into a lead form that qualifies on a real field team, straight through to a booking page.
- Head of marketing
- Helped Steve decide on the role and sat the interview. The hire now owns lead generation, tracking and the campaign calendar.
- Sales system
- A discovery script for cold traffic, a 3‑call structure and a call scoring prompt, with training for the team.
- A15% in 90 days, guaranteed
- BMeta adsNamed customer proof, to field sales leaders
- Fit?The qualifier checks a real field team of five reps or more. If yes, continue to C.
- If no: Not a fit
- CBook-a-call page
- DSpeed-to-lead call
- ESales callDiscovery first, then the 3‑call close
- Feedback loop with step E: Expert sales trainerReviews the recorded call. Feedback goes into the next one.
- FSigned client
Results
Outbound that reaches inboxes, and a funnel that books qualified teams.
| Metric | Before | After |
|---|---|---|
| Email inbox placement | 10% | 80% |
| Cold email reply rate | 0% | 0.8% |
| Email sending capacity | 1x | 50x |
| Head of marketing | Open role | Hired, with RPG in the interview |
| Cost per booked call | $1k | $250 |
“We’ve literally done business with them before. These are definitely our people.”
What comes next
Everything stays with them.
The email system, the funnel, the winning creative and the sales playbooks are all running or handed over, owned by Badger’s head of marketing. The sales material works on any traffic source they point at it.
Timeline
Start
Growth plan. Engagement begins.
Months 3 to 4
Retargeting live. Head of marketing hired, with RPG in the interview.
Month 7
Offer workshop. The 15% in 90 days guarantee. Meta call funnel live.
Month 9
Email rebuilt. 50x sending capacity. Inbox placement from 10% to 80%.
Month 12
New creative. Ads led by named customer proof book best.
Month 13
$250 per booked call. Sales system handed over.
In their words
“I kind of make an introduction and then the thing is just now happening and I’m not really involved.”
“We pretty quickly found some areas where it was like, oh, yeah. I know that I should be doing that. I’m not doing that. And you’re like, oh, I totally know how to do that. I can set that right up.”