Scaling Into New B2B Segments With Product-Led Growth
Client: A16z Backed FinTech Unicorn
Service Area: Product Marketing and Consumer Feedback Loop
The Challenge
Pave, a fintech SaaS unicorn redefining compensation planning, had strong traction with tech-forward customers—but was experiencing slower growth among SMB and enterprise segments. Expansion into non-SaaS verticals and emerging global markets like India and China required deeper customer understanding and a product strategy tailored to varied needs. Internal teams lacked actionable insights to prioritize roadmap features and confidently move into new territories.
The Objective
Signal Growth was engaged to lead research and strategic analysis to unlock Pave’s next phase of growth. Core objectives included:
- Diagnosing product adoption barriers across SMB and enterprise users
- Identifying new verticals with high-value expansion potential
- Evaluating market-entry feasibility and readiness for India and China
- Guiding the product roadmap to support scalable growth
The Strategy
Signal Growth deployed a research-first, product-led approach designed to inform cross-functional growth planning.
Customer & Market Research
- Conducted in-depth interviews across SMB, mid-market, and enterprise clients
- Included customer voices from the US, China, and India to assess global demand and local nuances
- Mapped activation gaps, retention pain points, and feature usage patterns
- Benchmarked industry-specific needs and vertical adoption trends
Global Expansion Assessment
- Identified friction points and localization requirements through direct market conversations
- Highlighted legal, pricing, and UX adjustments required for market fit
- Prioritized product adaptations needed for international scaling
Product Roadmap Input
- Aligned research findings with product development priorities
- Identified feature opportunities and onboarding improvements for new segments
- Built a cross-functional growth framework to guide go-to-market readiness
The Results
In one quarter, Signal Growth helped Pave:
- Identify and validate product-market fit across 3 high-potential verticals
- Define localization and product rollout considerations for India and China
- Equip product and growth teams with customer-backed insights for faster execution
- Create a scalable expansion playbook grounded in real-world user behavior
The Conclusion
Signal Growth supported Pave in transforming insight into strategy—bridging the gap between product potential and market opportunity. With foundational research across multiple regions, global readiness analysis, and cross-functional roadmap alignment, Pave is now equipped to scale beyond its core audience into broader verticals and international markets.
