{"id":6156,"date":"2025-05-05T17:10:55","date_gmt":"2025-05-05T21:10:55","guid":{"rendered":"https:\/\/dipity.digital\/?p=6156"},"modified":"2025-09-28T17:15:21","modified_gmt":"2025-09-28T21:15:21","slug":"midaxo-mergers-acquisitions-saas-case-study","status":"publish","type":"post","link":"https:\/\/dipity.digital\/midaxo-mergers-acquisitions-saas-case-study\/","title":{"rendered":"Midaxo (Mergers &#038; Acquisitions SaaS) \u2014 Case Study"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Midaxo (Mergers &amp; Acquisitions SaaS) \u2014 Case Study<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Midaxo is a<a href=\"https:\/\/www.prnewswire.com\/news-releases\/midaxo-appoints-jude-mccolgan-ceo-301766263.html#:~:text=About%20Midaxo%20Midaxo%20is%20the,The%20collaborative%20due%20diligence%20module\"> leading enterprise M&amp;A software platform<\/a> for corporate development teams. By 2024 the <a href=\"https:\/\/getlatka.com\/companies\/midaxo#:~:text=Midaxo%20has%2039%20total%20employees,of%20Midaxo%E2%80%99s%20team%20and%20reach\">company served ~300 customers worldwide<\/a>. 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; <a href=\"https:\/\/leanscape.io\/breaking-down-organization-silos-how-cross-functional-collaboration-is-the-key-to-operational-excellence\/#:~:text=The%20goal%2C%20by%20breaking%20down,changes%20and%20solve%20complex%20problems\">as one industry analysis notes<\/a>, breaking down silos is key so organizations can \u201cinnovate, streamline and make better decisions\u201d.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Our Strategy and Execution<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Midaxo and Dipity teams collaborating in a strategy workshop.<\/em> 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:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Knowledge Base &amp; Help Center:<\/strong> We built Midaxo\u2019s first comprehensive online help center and customer education portal. (This was critical since many customers now expect 24\/7 self-service \u2013 in one survey, <em>\u201c<\/em><a href=\"http:\/\/helpjuice.com\"><em>more than 20%\u201d<\/em> of customers<\/a> 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.<br><\/li>\n\n\n\n<li><strong>Content Marketing (Blog, Whitepapers, Guides):<\/strong> We established a regular blog, produced industry white papers and product guides, and amplified this content across digital channels. This unified Midaxo\u2019s 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.<br><\/li>\n\n\n\n<li><strong>In-Product Gamification &amp; Onboarding:<\/strong> We introduced in-app gamification elements \u2013 such as guided walkthroughs, progress badges, and quizzes \u2013 to make onboarding more engaging. This in-product training drove feature adoption by rewarding users as they explored the platform.<br><\/li>\n\n\n\n<li><strong>Super-User Certification Program:<\/strong> We identified Midaxo\u2019s most engaged users and trained them as certified \u201csuper users\u201d 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 <a href=\"https:\/\/www.velaris.io\/articles\/super-users-in-customer-success#:~:text=,within%20their%20organizations%20and%20networks\"><em>\u201creduces the likelihood of churn\u201d<\/em><\/a> and boosts retention) and drove organic advocacy.<br><\/li>\n\n\n\n<li><strong>Cross-Functional Alignment:<\/strong> 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).<br><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">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\u2019s support and development teams to focus on product enhancements.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Results &amp; Impact<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Our efforts drove dramatic improvements in every key metric:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Support Tickets:<\/strong> Weekly support volume <strong>dropped by 55 percentage points<\/strong> (from 70% of inquiries to just 15% by late 2022). This far exceeded the <a href=\"https:\/\/document360.com\/blog\/how-document360-helps-businesses-reduce-support-tickets\/#:~:text=an%20effective%20organization,and%2030\">~20\u201330% ticket reductions typical of knowledge-base implementations<\/a>. (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.<br><\/li>\n\n\n\n<li><strong>Revenue:<\/strong> Subscriptions grew substantially. Midaxo\u2019s 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\u201395% jump in revenue.) More customers completed deals via Midaxo as they mastered the product faster.<br><\/li>\n\n\n\n<li><strong>Customer Base:<\/strong> 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\u2019s value in M&amp;A, shortening the sales cycle.)<br><\/li>\n\n\n\n<li><strong>Product Adoption &amp; Engagement:<\/strong> 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.<br><\/li>\n\n\n\n<li><strong>Customer Retention:<\/strong> Churn fell and renewal rates improved. By empowering customers to self-serve and training super-users, we made the product \u201cstickier.\u201d Research confirms this approach: for example, companies prioritizing knowledge management see significantly higher customer satisfaction (and thus retention), and <a href=\"https:\/\/www.gainsight.com\/blog\/cost-effective-customer-support-how-self-service-reduces-operational-costs\/#:~:text=Earlier%2C%20we%20mentioned%20the%20high,relationships%20and%20their%20company%20loyalty\">self-service strategies<\/a> are known to mitigate churn risk. In other words, investing in fast support paid off \u2013 over half of buyers say poor support would make them leave, but our new self-service resources kept them engaged.<br><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Taken together, these results underscore how strategic content and education programs can accelerate growth. By mid-2022, Midaxo\u2019s marketing-driven KPIs all trended sharply upward: product adoption and user satisfaction rose, support costs fell, and new customer acquisitions accelerated.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In this case, Dipity\u2019s marketing partnership was the key driver of Midaxo\u2019s expansion in 2021\u20132022. The integrated knowledge base, content pipeline, and user-engagement programs we built translated directly into higher revenues, faster adoption, and stronger retention.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Midaxo\u2019s 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 \u2013 a verified case of growth through better knowledge and collaboration.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Looking to unlock similar results with your own Authority Content Engine\u2122?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/calendly.com\/vondruitt\/30min\">Get Started<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Midaxo, a M&#038;A SaaS platform, faced growth challenges in early 2021 due to high support inquiries and fragmented teams. Collaborating with Dipity, they launched a comprehensive knowledge base, new content strategies, and gamification for onboarding, drastically reducing support tickets by 55% and boosting revenue by 42%, enhancing user retention and satisfaction.<\/p>\n","protected":false},"author":254292558,"featured_media":6152,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false},"categories":[679],"tags":[583,735,728,727,723,716,724,713,715,734,699,710,726,731,709,718,722,729,711,712,725,719,732,236,733,714,730,721,717,720],"class_list":["post-6156","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","tag-authority-content-engine","tag-authority-content-marketing","tag-b2b-content-marketing-engine","tag-b2b-knowledge-management","tag-b2b-saas-marketing-case-study","tag-corporate-development-software","tag-cross-functional-alignment","tag-customer-education-strategy","tag-customer-retention-strategy","tag-customer-support-optimization","tag-dipity-digital-marketing","tag-enterprise-saas-case-study","tag-in-product-training-saas","tag-international-marketing-alignment","tag-knowledge-base-adoption","tag-ma-software-adoption","tag-ma-software-growth","tag-marketing-driven-revenue-growth","tag-mergers-and-acquisitions-saas","tag-midaxo-case-study","tag-midaxo-customer-base-expansion","tag-midaxo-revenue-growth","tag-product-adoption-growth","tag-saas-churn-reduction","tag-saas-customer-success-programs","tag-saas-onboarding-gamification","tag-saas-user-engagement-strategy","tag-self-service-help-center","tag-super-user-certification","tag-support-ticket-reduction"],"aioseo_notices":[],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/midaxo-case-study.png?fit=1280%2C720&ssl=1","featured_image_urls":{"full":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/midaxo-case-study.png?fit=1280%2C720&ssl=1",1280,720,false],"thumbnail":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/midaxo-case-study.png?resize=150%2C150&ssl=1",150,150,true],"medium":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/midaxo-case-study.png?fit=300%2C169&ssl=1",300,169,true],"medium_large":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/midaxo-case-study.png?fit=768%2C432&ssl=1",768,432,true],"large":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/midaxo-case-study.png?fit=800%2C450&ssl=1",800,450,true],"1536x1536":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/midaxo-case-study.png?fit=1280%2C720&ssl=1",1280,720,true],"2048x2048":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/midaxo-case-study.png?fit=1280%2C720&ssl=1",1280,720,true],"newspack-article-block-landscape-large":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/midaxo-case-study.png?resize=1200%2C720&ssl=1",1200,720,true],"newspack-article-block-portrait-large":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/midaxo-case-study.png?resize=900%2C720&ssl=1",900,720,true],"newspack-article-block-square-large":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/midaxo-case-study.png?resize=1200%2C720&ssl=1",1200,720,true],"newspack-article-block-landscape-medium":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/midaxo-case-study.png?resize=800%2C600&ssl=1",800,600,true],"newspack-article-block-portrait-medium":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/midaxo-case-study.png?resize=600%2C720&ssl=1",600,720,true],"newspack-article-block-square-medium":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/midaxo-case-study.png?resize=800%2C720&ssl=1",800,720,true],"newspack-article-block-landscape-intermediate":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/midaxo-case-study.png?resize=600%2C450&ssl=1",600,450,true],"newspack-article-block-portrait-intermediate":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/midaxo-case-study.png?resize=450%2C600&ssl=1",450,600,true],"newspack-article-block-square-intermediate":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/midaxo-case-study.png?resize=600%2C600&ssl=1",600,600,true],"newspack-article-block-landscape-small":["https:\/\/i0.wp.com\/dipity.dig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Von Druitt","author_link":"https:\/\/dipity.digital\/author\/vondruitt\/"},"category_info":"<a href=\"https:\/\/dipity.digital\/category\/case-studies\/\" rel=\"category tag\">Case Studies<\/a>","tag_info":"Case Studies","comment_count":"0","jetpack_likes_enabled":false,"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/pfY3Ra-1Bi","jetpack-related-posts":[{"id":6163,"url":"https:\/\/dipity.digital\/atlassian-team-project-management-saas-case-study\/","url_meta":{"origin":6156,"position":0},"title":"Atlassian (Team &#038; Project Management SaaS) &#8211; Case Study","author":"Morgan Von Druitt","date":"5 May 2025","format":false,"excerpt":"Atlassian faced a significant challenge in migrating its existing customers to the cloud after ending server support, with 95% unaware of cloud benefits. 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By developing a strong brand and a content-driven demo pipeline, they improved sales efficiency and culminated in a $15M business sale. 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