B2B SaaS: Driving Growth & Market Adoption for DotApparel
From Zero to Profitability
COMPANY
DotCollective
ROLE
Product Manager
EXPERTISE
Product Management & Growth Marketing
Overview
What is DotApparel? B2B middleware integrating ERPs with Shopify
My role at DotApparel: Product Manager (70% Growth Marketing / 30% Customer Engagement)
Challenges
B2B adoption is slow due to multi-stakeholder decision-making. It’s also a high-risk system to adopt, as once launched, it must run smoothly. Online is the primary sales channel for most clients. In addition, it’s a high-ticket product, starting at $14k AUD for installation + ongoing $599 per month.
Objective
Achieve profitability and increase product suite value through more feature-rich solutions.
Build all marketing collateral from the ground up (none existed before I started), including case studies, a full rebrand, LinkedIn content momentum, and a new website.
Streamline implementation and post-launch to build trust in the long run.
What I Did
Managed Feature Roadmap: Applying agile methodologies for backlog management, and roadmap development to deploy high-impact features quickly.
Built the marketing engine: Designed and launched all assets. Incl. website, rebrand, case studies, sales decks, email flows, and LinkedIn campaigns.
Created messaging clarity: Established marketing calendar, messaging consistency, and visual identity across touch points.
Coordinated execution: Briefed and managed designers, content partners, and developers for the rebrand and feature rollout.
Amplified visibility: Ran email and social campaigns targeting B2B clients and partners across ANZ.
Customer collaboration: Conducted ongoing UX and feedback sessions to refine product features and messaging.
Results
Delivered 101% YoY growth in app subscription revenue
Increased LinkedIn organic impressions by 44% in 6 months
Captured 80%+ market share within 3 years as the leading middleware for Apparel21 ERP
Expanded to new verticals; branching into Microsoft D365 integrations to diversify growth
...And most importantly, made customers happy by saving on their operational costs + increasing revenue for their online channels.