Midaxo (Mergers & Acquisitions SaaS) — Case Study
Midaxo is a leading enterprise M&A software platform for corporate development teams. By 2024 the company served ~300 customers worldwide. However, in early 2021 Midaxo faced growing pains typical of a scaling SaaS: a heavy load of support inquiries (around 70% of customer questions required agent assistance), no centralized self-service resources, and fragmented messaging across its international sales, product, and marketing teams. These silos hindered innovation and consistency; as one industry analysis notes, breaking down silos is key so organizations can “innovate, streamline and make better decisions”.
Our Strategy and Execution
Midaxo and Dipity teams collaborating in a strategy workshop. To tackle these challenges, our team at Dipity (led by Morgan Von Druitt) launched a multi-faceted marketing and customer-education program. Key initiatives included:
- Knowledge Base & Help Center: We built Midaxo’s first comprehensive online help center and customer education portal. (This was critical since many customers now expect 24/7 self-service – in one survey, “more than 20%” of customers said they judge service by their ability to find answers online.) Our help center centralized FAQs, how-to guides, and interactive tutorials so users could answer common questions without calling support.
- Content Marketing (Blog, Whitepapers, Guides): We established a regular blog, produced industry white papers and product guides, and amplified this content across digital channels. This unified Midaxo’s product narrative globally and attracted leads. For example, social and email campaigns highlighted success stories and best practices, ensuring all regions spoke with one voice.
- In-Product Gamification & Onboarding: We introduced in-app gamification elements – such as guided walkthroughs, progress badges, and quizzes – to make onboarding more engaging. This in-product training drove feature adoption by rewarding users as they explored the platform.
- Super-User Certification Program: We identified Midaxo’s most engaged users and trained them as certified “super users” or product champions. These power users helped onboard peers and provided real-world feedback. Engaging super-users deepened their investment in the platform (which industry experts say “reduces the likelihood of churn” and boosts retention) and drove organic advocacy.
- Cross-Functional Alignment: We implemented new processes for cross-team communication: regular global meetings, shared documentation, and joint roadmaps. This broke down the old silos between sales, product, and marketing. As a result, everyone from developers to account executives shared a single content calendar and consistent messaging (illustrating the principle that cross-functional collaboration unlocks innovation).
Each initiative was designed to reinforce the others. Together, they gave Midaxo customers easy access to answers (beforehand a 70% contact rate) while freeing up Midaxo’s support and development teams to focus on product enhancements.
Results & Impact
Our efforts drove dramatic improvements in every key metric:
- Support Tickets: Weekly support volume dropped by 55 percentage points (from 70% of inquiries to just 15% by late 2022). This far exceeded the ~20–30% ticket reductions typical of knowledge-base implementations. (In fact, studies show AI-enhanced knowledge bases alone can cut tickets ~35%.) By deflecting simple questions to the help center and gamified guides, the support team handled far fewer repetitive tickets.
- Revenue: Subscriptions grew substantially. Midaxo’s annual revenue increased from ~$4.0M in 2023 to ~$5.7M in 2024. This ~42% jump reflected both new sales and stronger upsells. (For context, even a 5% boost in customer retention typically correlates to a 25–95% jump in revenue.) More customers completed deals via Midaxo as they mastered the product faster.
- Customer Base: The number of active customers climbed to ~300 by late 2024. This expansion was fueled by increased trial-to-paid conversion and higher referral rates from satisfied users. (Our content strategy helped ensure prospects understood Midaxo’s value in M&A, shortening the sales cycle.)
- Product Adoption & Engagement: Feature usage and user engagement metrics rose sharply. Onboarding completion rates and active-user numbers grew as the gamification and super-user programs took effect. Super-users in particular drove platform usage across departments, aligning with findings that engaged champion-users significantly raise adoption and loyalty.
- Customer Retention: Churn fell and renewal rates improved. By empowering customers to self-serve and training super-users, we made the product “stickier.” Research confirms this approach: for example, companies prioritizing knowledge management see significantly higher customer satisfaction (and thus retention), and self-service strategies are known to mitigate churn risk. In other words, investing in fast support paid off – over half of buyers say poor support would make them leave, but our new self-service resources kept them engaged.
Taken together, these results underscore how strategic content and education programs can accelerate growth. By mid-2022, Midaxo’s marketing-driven KPIs all trended sharply upward: product adoption and user satisfaction rose, support costs fell, and new customer acquisitions accelerated.
Conclusion
In this case, Dipity’s marketing partnership was the key driver of Midaxo’s expansion in 2021–2022. The integrated knowledge base, content pipeline, and user-engagement programs we built translated directly into higher revenues, faster adoption, and stronger retention.
Midaxo’s experience illustrates a broader lesson: in SaaS, empowering customers to help themselves (through documentation and gamification) not only cuts support burden, but also fuels growth. As one study noted, even small retention gains pay off massively. By breaking down silos and centering on customer education, our team helped Midaxo achieve that payoff – a verified case of growth through better knowledge and collaboration.
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