At Wild Fig, we love working with companies whose values shine just as brightly as their services (and, in this case, the sparkling surfaces they’ve just cleaned!). Two Bettys Green Cleaning is a prime example. With their deep commitment to people and the planet, they’ve built more than just a cleaning company—they’ve built a movement. 

Working with them has been a dream, and it’s been so fun to see how creating a solid marketing strategy and identifying quarterly marketing initiatives has impacted their business growth. 

In this case study, you’ll see how we partnered with Two Bettys to identify and implement quarterly initiatives that allowed them to reach more customers, improve brand consistency, and even streamline their marketing budget.

The Client: Two Bettys Green Cleaning

Two Bettys is a green cleaning company in Minneapolis that is committed to serving both people and the planet. And their advocacy goes beyond using eco-friendly cleaning products: In their own words, they are “a social enterprise that’s influencing positive change in our local community and beyond.”

Their values can be seen in everything they do, from using non-toxic, eco-friendly cleansers and taking great care of their employees to testifying on behalf of fair labor practices at the State Capitol.

Since their start in 2006, Two Bettys has grown from a tiny business of two people (two "Bettys” 😉) to a thriving company with more than 70 employees. They serve both residential and commercial clients across the Twin Cities metro area and have gained a reputation as a friendly and professional cleaning service beloved by their clients. (We can vouch for that—they’re amazing to work with!)

Their Need: A Marketing Leader To Help Them Reach Their Growth Goals

Prior to working with us, Two Bettys had a few team members who did some marketing activities on the side, but no one person who was in charge of their marketing strategy and implementation.

While these team members were doing a great job, marketing was only a small part of their workload, and they had other priorities to take care of. As a result, Two Bettys’ marketing wasn’t as consistent as it needed to be to see sustained growth. They certainly had bursts of growth, but not the consistent flow of new customers they were looking for.

When we came on board, the Two Bettys team was relieved and excited to have a marketing leader who could help them figure out the best strategy to reach their growth potential. 

For our part, we were SO excited to work with their team, as we saw how passionate they were about the work they were doing. We saw a ton of opportunity for growth…we just had to get the right marketing mix in place and implement it consistently.

Our Approach: A Strong Marketing Strategy With Clear Quarterly Initiatives

Business Deep-Dive and Competitive Analysis

During our first 30 days of working with Two Bettys, we hit the ground running with a deep dive into their business and existing marketing process. When we do this with our fractional CMO clients, we gather vital information, such as:

• What channels are they using to market their business?
• Are they getting results from those channels?
• How many leads are they generating a month? 
• How many sales are they closing? 
• What is their customer retention rate?
• How much are they spending on marketing? 
• Who is on their sales and marketing team, and what are their roles? 
• How are these team members performing?

In addition, we did a competitive analysis to see how Two Bettys stacked up against the competition so we would know how to position them in the marketplace. We also looked for any opportunities we could capitalize on to help them come out on top.

Functional Marketing Systems Map

Next, we put together a functional marketing systems map (FMSM). This map typically includes the current and recommended customer journeys from lead to sale, mapping them from their source all the way through to conversion and noting the marketing activities or automations that help support conversion. From there, the FMSM is used to guide the creation of a recommended customer journey for the client.

Two Bettys’ FMSM included a marketing plan, the quarterly initiatives we planned to implement first, their competitive analysis, and our recommendations for their messaging and brand consistency.

Putting Our First Quarterly Initiatives Into Action

Once we delivered our plan and received buy-in from Two Bettys’ leadership team, we rolled up our sleeves and got to work on the first batch of quarterly initiatives. We broke each initiative down into bite-sized pieces, assigning each piece to a team member to complete.

As the CMO, I oversaw the management of these projects and marketing initiatives, providing guidance as needed. I also met with the leadership team weekly to update them and discuss other items we wanted to tackle, such as creating a marketing budget and going through their sales and marketing expenses to see what we should keep and what we could let go of.

In addition, during our first 30 days working together, Two Bettys migrated to a new CRM/Estimating Tool—MaidCentral. We helped them create copy for the client-facing communications they needed to implement this new system. Additionally, the data we were able to collect in MaidCentral has helped us see where there might be potential gaps or opportunities we can work on in the future.

The Results: Consistent Messaging, More Leads, and a Highly Effective Team

Long story short: Our strategy is working! The Two Bettys team has seen more leads, more closed sales, and even more candidates for some positions they were hiring for. Plus, their team is freed up to focus on other important tasks. Here’s a full list of the results we saw after our first few months of working together:

• Generated 54% more leads! 
• Increased their lead-to-quote ratio by 33%.
• Improved their conversion rate by 20%.
• Developed a more consistent online presence across all marketing channels due to consistent branding and messaging, ensuring they’re telling the same story everywhere
• Generated several new candidates for their open positions via a social media campaign
• Took the burden of marketing off the shoulders of their leadership team so they can focus on their respective areas of genius
• Streamlined their marketing budget to ensure they were spending it effectively and cutting unnecessary costs

This last point was a favorite for their leadership team, as you can imagine! This was something they had been wanting to do, but weren’t sure where they should spend their marketing dollars and where they’d be better off reserving their money for other endeavors.

As a side note, Anna, the founder of Two Bettys, is a visionary: she thinks big, always coming up with new, creative ideas. Adi, CEO of Two Bettys, is an implementer: he’s focused on the day-to-day operation of the business and reaching their growth goals. (These roles are from the book, Traction by Gino Wickman…which I highly recommend!)

When you have these two roles in a company, it can be really helpful to have a third party who understands both the visionary and implementer roles and can vet any new ideas and (most importantly) help keep the team on track with their quarterly initiatives.

As the visionary at Wild Fig Marketing, I really understand where Anna is coming from. But with our clients, I am also laser-focused on implementation, because it’s my mission to help them reach their goals. This comes in handy working with a team like Anna and Adi’s, because I understand both perspectives and can help ensure we’re generating new ideas and getting things done.

All in all, our work with Two Bettys has been nothing short of a success, and we can’t wait to see what else we can accomplish together! Here’s what Adi had to say about working with the Wild Fig team:

“Working with Wild Fig Marketing has been a total game-changer for us at Two Bettys. They helped us turn our big ideas into clear, achievable marketing goals—and then kept us focused and moving forward. Thanks to their guidance, we’ve seen stronger brand consistency, more leads, and a much clearer strategy for growth. The Wild Fig team truly “gets” who we are and what we care about, and they’ve been an incredible partner in helping us share our story with the world.”

—Adi Tam, CEO, Two Bettys Green Cleaning

If you’d like a trusted marketing partner to come alongside you to super-charge your marketing and help you see the sustained business growth you deserve, my team and I are here to help. Schedule a discovery call to discuss your needs and determine if our fractional CMO services are right for you.