Data Sweep
SaaS / Academic Research
Rethinking go-to-market for academic SaaS
Data Sweep had a strong product for managing research data - but was burning budget on broad Google Ads with no clear targeting. We rebuilt their entire growth strategy from pricing to acquisition, designing a university-first approach that prioritized depth over reach.
The Challenge
Data Sweep approached us ready to launch Google Ads campaigns. But after analyzing their market, we recommended against it. Their product solved a real problem - helping researchers manage and clean large datasets - but the audience was hyper-niche: academics at specific universities who used specific tools.
Broad keyword ads would burn budget fast with low conversion. The pricing model (5 confusing tiers) made it worse - prospects didn't know which plan to choose. We needed to fix the foundation before spending a dollar on acquisition.
Our Approach
Discovery & Audit
We analyzed Data Sweep's existing go-to-market approach and identified the core problem: they were trying to sell to 'researchers everywhere' with generic Google Ads. The product was strong, but the targeting was scattered.
Pricing Restructure
The original 5-tier pricing model confused prospects. We redesigned it into 3 clear tiers: a Free tier for individual researchers (to drive adoption), a Pro tier for labs and departments, and an Enterprise tier for university-wide licenses.
University Domination Strategy
Instead of broad ads, we proposed a focused approach: pick one university, saturate it through department champions, library partnerships, and targeted outreach. Prove the model works, then replicate. One school at a time beats 100 cold emails.
4-Phase Go-To-Market Plan
Phase 1: Single university proof-of-concept. Phase 2: Regional expansion to nearby schools. Phase 3: Conference and publication partnerships. Phase 4: Scaled paid acquisition only after organic proof. Each phase had clear KPIs and contingencies.
What We Delivered
"Sometimes the best marketing advice is: don't advertise yet."
We saved Data Sweep from spending thousands on unfocused ads by redesigning their strategy from the ground up. The university domination approach means every dollar spent has a multiplier effect through word-of-mouth within a closed academic community.