Marketing Analytics
Sales Enablement
B2B SaaS

How Darwin Helped Meltwater Boost Revenue by 300%

About the client

Meltwater helps companies make better, more informed decisions by leveraging external insights. However, the company faced challenges in assessing the performance of its departments and understanding the root causes of emerging issues.

Darwin conducted an in-depth analysis of data tracking and advertising channel performance. Using Google Analytics 360, we identified weak points in the company’s marketing strategy and isolated the audience segment that the company needed to target for better results.

As a result, over the following calendar year, the company increased its average order value by 17%, shortened the sales cycle by 1.4 times, improved the lead-to-customer conversion rate, and boosted revenue by 300%.

Introduction

Mission
Founded in 2001, Maultwater empowers companies to make smarter, faster decisions using real-time media insights. With over 25,000 customers worldwide, their platform helps brands monitor billions of conversations, assess sentiment, and respond strategically.
Problem Overview
However, as the company scaled, gaps between marketing performance and actual sales began to surface—hindering growth and obscuring the true effectiveness of their campaigns.

The Problem

Key issues

Sales & Marketing Misalignment

Marketing was exceeding its lead generation goals—but sales saw little traction. The disconnect raised red flags about lead quality, conversion strategy, and targeting.

Inefficient Budget Allocation

A significant portion of the budget was being poured into underperforming paid channels like Google Ads and LinkedIn Ads, while more cost-effective channels were overlooked.

Poor Customer Segmentation

Leads were pouring in, but Maultwater lacked clarity on who they were. Most were early-stage startups without urgent needs—unlikely to convert quickly or spend significantly.

The Solution

1

Deep audit of ad channels & customer journey

Darwin conducted a full-funnel analysis using Google Analytics 360 to evaluate ad performance and customer pathways—from first click to closed deal.

We discovered high spend on low-converting paid ads (Google Ads & Linkedin Ads) and a lack of lead qualification. Darwin mapped these gaps and outlined actionable fixes.
2

Strategic audience segmentation

We segmented the lead base into four cohorts and found that the enterprise segment—though small—was the most revenue-ready. Darwin developed a product packaging and positioning strategy specifically to engage this high-value group.
3

Budget optimization

Darwin restructured the marketing budget by slashing Google Paid Ads and LinkedIn Ads by 70% and reallocating resources toward SEO and LinkedIn outreach—both of which showed stronger engagement and ROI.

Maultwater implemented Darwin’s recommendations and saw measurable results within the first 12 months

want the same!

Key Outcomes

We presented our findings to the client, and within just one calendar year, the company significantly improved its performance by implementing our recommendations.
Revenue Growth
The company experienced a 300% year-over-year increase in revenue and saw an average 18% boost in customer lifetime value (LTV).
Budget Savings
By reallocating resources and cutting unnecessary marketing spend, the company preserved part of its budget—freeing up funds for new initiatives in the following year.
Improved Marketing Metrics
The average deal size increased by 27%, the sales cycle from first touch to closed deal was shortened by 1.4x, and the purchase conversion rate improved by 60%.

Before-and-After Comparison

Metric

Revenue per year
MQL to SQL Conversion
LTV
Average Purchase Value
Sales Cycle

Before

Flat
Low
Untapped
Stagnant
Long & unclear

After

+300%
+60%
+18%
+27%
1.4x faster

Client Feedback

*This endorsement reflects the exceptional quality of the solution and the value it delivered to Wizehire’s operations.
Darwin helped Meltwater uncover hidden inefficiencies, realign teams around high-impact goals, and pivot their strategy toward a more valuable customer segment. With optimized ad spend, clearer segmentation, and a data-led strategy, Maultwater entered its next stage of growth with confidence.

Let’s uncover your most profitable customer segments and build a marketing engine that drives real results.

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