Customer Story · Fraxion

How Fraxion Broke Into the U.S. Mid-Market and Doubled Contract Values

$3.2M in new-customer revenue, $12.3M in marketing influenced revenue, and a partnership that held for seven years.

Engagement
Full-service B2B SaaS marketing function, delivered as a service
Duration
2019 – 2026 · seven years, renewed
Scope
Strategy · Web · Content & SEO · Paid media · RevOps · ABM

Results at a glance

  • $3.2M Lifetime revenue

    From 163 new customers won by marketing, at least 75 of them in North America.

  • $12.3M Influenced revenue

    Across 507 customer accounts engaged over seven years.

  • 2x Contract value

    Average new-customer deal sizes doubled, from about $9.6K in 2023 to $19.9K in 2025.

  • 3x Return on investment

    $1.32M in revenue traceable to marketing qualified leads against roughly $443K of program investment.

  • $20M Growth investment raised

    From a funding round backed by the traction the marketing engine produced.

What Stanton had to say

Don't just take our word for it

“A seven-year relationship is probably as long as we spend with our customers. To be that sticky means you're doing a great job.”

Stanton Jandrell Stanton Jandrell CEO and Founder, Fraxion

01 · The company

Procure-to-pay software, born in Cape Town, bound for the U.S.

Fraxion gives mid-market finance teams control of spend before it happens: purchase requisitions, approvals, and AP automation in one platform. By 2019 it had a proven product and a U.S. foothold through an acquisition. What it lacked was a map of the U.S. buyer, a scalable demand engine (the website drew 17,870 visits that year), and any appetite for a large in-house marketing team.

“We were a South African company that had established a very small footprint and acquired a new organization here. But it meant that we didn't have deep insights into what the local U.S. market required. … The ability to keep good-quality messaging, good-quality marketing artifacts to help support our sales team has been vital.”

Stanton Jandrell — CEO and Founder, Fraxion
Before · 2019 17,870 visits / yr
After · 2026 89,067 visits / yr
Fraxion homepage in 2019
Fraxion homepage in 2026
See the websites we've built

02 · The challenge

Enter a new market without building a marketing department

Entering the U.S. mid-market meant competing with established players for buyers Fraxion's team didn't yet know: new personas, new language, new channels. The classic answer is to hire a marketing leader, content writers, an SEO specialist, paid media managers, designers, and operations. For a lean company, that's slow, expensive, and risky.

Fraxion chose a different route: one partner, carrying the full function, able to scale up or down as the business demanded.

Full-service marketing

“We could have done that internally, but we would have had to hire a fairly significant team. Our decision was to keep it lean, to utilize a service that could scale appropriately. The fact that we've had a seven-year relationship means it has worked for us.”

Stanton Jandrell Stanton Jandrell — CEO and Founder, Fraxion

Fraxion's marketing lead, Cheryl Haywood, reached the same verdict from inside the work:

“I think it would have taken so much longer to upskill an internal team… It would have taken a lot longer to reach our objectives without Kalungi.”

Cheryl Haywood Cheryl Haywood — VP of Marketing, Fraxion

03 · The solution

A full go-to-market engine, delivered as a service

Kalungi embedded as Fraxion's marketing team, starting with strategy and then building every layer of the engine in sequence:

  1. Strategy before spend.

    Positioning, ICP, and messaging first. A go-to-market workshop in the opening weeks defined who Fraxion wins with and why, foundations that guided everything after.

    Foundation offering

  2. Website, fast.

    A new website live within two months of kickoff, rebuilt around the new positioning. Traffic grew five-fold in the first full year.

    2 months
    Kickoff to live
    5x
    Traffic, first full year
    Website offering

  3. A content and SEO engine.

    Over one hundred articles, guides, and comparison pages; industry case studies; benchmark reports; and an ROI calculator. A flagship keyword climbed from position 63 on Google to position 6, and by 2023 dozens of terms sat in Google's top 10.

    #63
    Start
    #6
    Flagship keyword
    100+
    Articles & guides
    Full-service offering

  4. Paid media as a discipline.

    Google and Bing search, industry directories, LinkedIn, and paid social, managed as one portfolio, with ad-fraud protection and clean analytics underneath. Budget moved continuously toward what proved revenue, and away from what didn't.

    Demand-only offering

  5. An engine that grew with the company.

    As Fraxion matured, so did the engine: lead scoring, lifecycle automation, and revenue operations; then an intent-based account-based-marketing program. In 2026, the website was completely rebuilt a second time to incorporate a new acquisition. Positioning was fully refreshed and the same URLs were migrated to protect seven years of accumulated search equity.

    One-off website work

“The fact that you can choose from a menu of available capabilities from the agency made sense for us. And we've used that.”

Stanton Jandrell — CEO and Founder, Fraxion

In their words

What Fraxion's leaders had to say

Stanton Jandrell Stanton Jandrell CEO and Founder, Fraxion

“The ability to draw on a wide range of resources. We were thrilled with the number of leads and opportunities we got.”

$12K
Avg. contract value, then
$26K
Avg. contract value, now
Cheryl Haywood Cheryl Haywood VP of Marketing, Fraxion

“The Kalungi team has always been like my team… it's been very consistent in terms of reliability… I've never ever felt like I couldn't rely on the team or that they were going to let me down.”

04 · The results

From market entry to a compounding engine

Revenue and customers

What the engine returned over seven years, and where it came from.

$3.2M
Lifetime revenue

From the 163 new customers marketing won, at least 75 of them in North America.

$12.3M
Influenced revenue

Across the 507 customer accounts the program engaged, spanning healthcare, energy and manufacturing, education, and retail.

  • $1.94M Paid media
  • $810K Organic search
  • $397K Direct

Demand and visibility

How the audience was built, and who owns it.

5x
Traffic growth, first full year

Annual website visits, from the 2019 baseline to the peak year.

+55%
Organic MQLs, YoY

Hundreds of marketing qualified leads a year at maturity, still growing in early 2026 even as AI answers reshaped search.

2019
17,870
First full year
89,067

Durability

What was built to last beyond the engagement.

7 yrs
Partnership renewed

From 2019 to 2026, with scope that grew from core marketing into web, content, paid media, revenue operations, and ABM.

100%
Documented engine

Playbooks, dashboards, and assets Fraxion’s team owns and operates.

2019 First website launch
2026 Rebuilt on the same URLs

05 · Why it worked

Five reasons the model held for seven years

  • Leverage without headcount.

    A lean company got a complete marketing function without building one: senior strategy and hands-on execution from one team, scaled to the moment.

  • Strategy first.

    Positioning and ICP came before campaigns; every channel then pulled in the same direction for seven years.

  • A model built to adapt.

    From the first website sprint to RevOps and ABM years later, the engagement flexed as Fraxion's needs changed. That is the “menu of available capabilities” the CEO valued.

  • Honest measurement.

    Budget moved to what could prove revenue, and away from what couldn't. The reporting that told Fraxion the truth is the same reporting behind every number on this page.

  • Stickiness as proof.

    In the CEO's own benchmark, a six-to-seven-year vendor relationship is as long as Fraxion keeps its customers. This one kept earning its renewal.

“What I really love about working with Kalungi is just the continuous innovation and always coming up with something new… after so many years… it's never been stagnant… I'm actually quite amazed at the rate of improvement.”

Cheryl Haywood Cheryl Haywood VP of Marketing, Fraxion

Building your own growth engine?

Fraxion's story is what a T2D3 go-to-market engine looks like over a full cycle: strategy first, an owned audience built patiently, paid media run with discipline, and an operating system your team keeps forever. If you're a B2B SaaS founder or CEO weighing build versus buy for a new market with a lean team, we should talk.

Talk to a Kalungi expert