When your product is your best salesperson, growth stops depending on headcount. EasyTranslate made that shift — and tripled their leads to prove it.
EasyTranslate offers a SaaS platform for creating and automating localised content, combining AI-generated copy with access to professional translators. As one of Northern Europe's first companies to offer AI-generated content at scale, their product was strong. Their growth engine wasn't.
The Challenge: A Leaky Funnel and a High Cost Per Customer
EasyTranslate faced two connected problems:
- As a bootstrapped company, growth was financially constrained — dependent on reinvesting profits with limited room for error.
- Their CAC (customer acquisition cost) was too high relative to the value each new customer brought in.
Their sales process was largely manual, and the product itself played little role in converting prospects. Something had to change.
"We needed a strategy that would let us grow without scaling our sales team at the same cost."
The Solution: Letting the Product Do the Selling
Together with Helion B2B, EasyTranslate transitioned from a sales-led to a product-led growth (PLG) strategy — with a freemium product at the centre of it all.
The approach was built on four pillars:
Freemium product launch: EasyTranslate introduced a free version of their platform as the primary entry point, allowing prospects to experience the product before ever speaking to sales.
HubSpot automation: Lead nurturing, rotation, and management were fully mapped and automated. Smart trigger points notified the sales team at key moments — for example, when a user had translated a certain number of words or added multiple translators — signalling readiness to upgrade.
Personalised content: Email flows and ad campaigns were restructured around contextual, behaviour-based messaging rather than generic outreach.
Website optimisation: The EasyTranslate website was rebuilt around driving traffic to the freemium product, with new product pages and use case content to support every stage of the funnel.
The result was a growth engine where enterprise customers engage sales only for complex setups — everyone else moves through the funnel and upgrades themselves, in-app.
Results: 3x More Leads, 142% ARR Growth
The transformation delivered results that speak for themselves:
- 3x increase in leads for the same ad spend
- 1,500+ freemium signups generated through the new PLG model
- 142% growth in Annual Recurring Revenue (ARR)
- A fully automated sales process requiring minimal human intervention for most customer segments
"Helion B2B is certainly not afraid to challenge us. Their specialist knowledge in SaaS and HubSpot has helped us optimise our lead management and move more customers through our sales process." — Frederik R. Pedersen, CEO at EasyTranslate
EasyTranslate has since secured a significant external investment to continue scaling their product-led strategy, expand AI capabilities, and drive organic growth.
