When we think about big wins in B2B SaaS, we often expect the hero moment to come from a major campaign, a huge partnership launch, or a flood of paid media. But sometimes, the biggest levers for growth are hiding in plain sight.

In early 2024, I ran a quick audit of Beefree’s listing on the HubSpot Marketplace. Our goal was to increase sign-ups from the marketplace and improve the user experience for HubSpot users looking for better email and landing page design tools. I wasn’t trying to reinvent the wheel. I just wanted to optimize the journey.

The Conversion Problem in Marketplaces

Beefree was getting Marketplace traffic, but most of it wasn’t converting. The pages weren’t doing their job, and the CTAs were unclear. Links pointed to obscure support docs instead of signup flows. There was no UTM tracking. No sense of story. It was mostly just friction.

The UX-Driven Strategy That Changed Everything

I spent a couple hours doing a full content and UX audit:

• Reviewed where links were driving
• Added UTM parameters for tracking
• Replaced buried or confusing CTAs with clear, action-driven ones
• Updated outdated content and imagery
• Swapped out support links in favor of direct signup flows
• Reorganized key support resources so they were still accessible, but in the right place

The biggest blocker was getting buy-in to change the Marketplace listing. But once that happened, the updates were fast.

Quantifiable Results That Speak Volumes

That one update led to a 173% increase in signups from Q1 to Q2. By the end of 2024, year-over-year growth hit 966.7%. Yes, we ran campaigns and improved content and the integration as well as GTM positioning later in the year, but the surge in adoption began with one simple act of UX-minded marketing: Fix the journey.

Driving Growth with UX

B2B marketers talk a lot about funnel optimization, but we often miss how broken the actual experience is. If your listings, your CTAs, your integrations, or your onboarding flow confuse users, they will bounce.

Sometimes the most impactful thing you can do is pause the campaigns, audit the journey, and make it make sense. Small tweaks = Big wins.