Case Study — Bujeti (YC W23)
1,331 MQLs in 6 Months for a YC-Backed FinTech's First Real Growth Engine
Bujeti (YC W23) is a spend and expense management platform for African finance teams. It needed to scale acquisition rapidly without a repeatable inbound engine or structured lifecycle marketing.
Achille Arouko · CEO, Bujeti
Company Summary
Bujeti (SaaS, Spend & Expense Management Platform)
Bujeti (YC W23) is a spend and expense management platform for finance teams at growing B2B companies in Africa to streamline expense tracking, budgeting, and approvals while improving financial visibility.
In late 2023, Bujeti prioritized building a growth engine to acquire new B2B customers, scale demand generation, and establish its category leadership through partnerships, events, and digital channels.
Engagement Summary
Challenge:
Bujeti needed to scale customer acquisition rapidly in a competitive fintech landscape. The company lacked a repeatable inbound engine and relied heavily on outbound motions without structured growth marketing or lifecycle systems.
Solution:
As Head of Growth & Marketing, I built and led the growth strategy, spanning acquisition, retention, and revenue optimization. I implemented product marketing, lifecycle marketing, CRO, SEO, events, and strategic partnerships, while aligning cross-functional teams to accelerate growth.
Results:
Generated 1,331 MQLs in 6 months, increased new B2B customers by 500% in Q1 2024, improved landing page conversion by 20%, and reduced churn by 10%.
"James transformed our growth trajectory—bringing structure, velocity, and measurable impact across acquisition and retention. His ability to balance strategy with execution helped us scale quickly."
Achille Arouko
CEO, Bujeti
Summary Impact
Bujeti strengthened its acquisition engine, improved retention, and accelerated pipeline growth through a structured growth and product marketing strategy. The engagement delivered:
- 1,331 MQLs generated in 6 months
- 500% increase in new B2B customers in Q1 2024
- 20% uplift in landing page conversion and 18% improvement in product conversion
- 10% reduction in churn and 20% increase in engagement
- Scalable inbound, lifecycle, and partnership systems supporting ongoing category leadership
This foundation positioned Bujeti to scale customer acquisition, deepen product adoption, and compete more effectively across the African fintech market.
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