Case studies · Scenario
A B2B SaaS company with plenty of sign-ups and not enough pipeline
This is not a client result. It describes a realistic starting situation and the plan we would propose for it. No company is named and no results are claimed.
- Industry
- SaaS
- Market
- English-speaking markets, sold remotely
- Business profile
- A venture-backed B2B software company selling to operations teams in mid-sized businesses, with a free trial and a sales-assisted upgrade path.
The situation
Where the business starts.
Marketing reports on sign-ups, and the number looks good. Sales reports that most trials come from individuals and very small companies outside the ideal customer profile.
Organic traffic is concentrated on the blog, which attracts readers looking for definitions. Searches for the category, for alternatives to competitors and for specific use cases are won by review sites and by two better-known rivals.
When prospects ask AI assistants for a shortlist in the category, the company appears inconsistently and is sometimes described with an out-of-date feature set.
The diagnosis
What the diagnostic would be expected to show.
- 01
The target is wrong before the tactics are
Campaigns optimised for sign-ups will find the cheapest sign-ups. We would expect bidding and reporting to need a move to a signal that sales recognises.
- 02
Content serves readers, not buyers
An intent map would show where the site has pages for learning and gaps for comparing, evaluating and justifying a purchase.
- 03
AI answers draw on sources the company does not influence
A prompt panel, run repeatedly, would record which third-party sources shape the answers and where the company's own pages are unclear or outdated.
The plan
What we would do, in order.
- 01
Agree the qualified signal
Marketing and sales define a qualified account together. That definition is passed back to ad platforms through offline conversion imports.
- 02
Build the evaluation layer
Comparison, alternatives, use-case and integration pages, each reviewed by product and sales, with pricing and limits stated plainly.
- 03
Correct the record
Product facts updated on the company's own pages and on the review platforms and directories AI assistants cite, with structured data where it applies.
- 04
Reach the roles that decide
LinkedIn campaigns aimed at the job functions and company sizes that match closed deals, carrying evaluation content instead of trial offers.
- 05
Qualify inside the trial
Sign-up and onboarding tested so that fit is established early and good-fit accounts reach a person sooner.
What would be measured
What would be measured
- 01Sales-accepted opportunities by channel
- 02Trial-to-qualified-account rate
- 03Non-brand visibility for category and comparison searches
- 04Share of recommendation across the prompt panel, reported as a range
- 05CAC payback by channel
Targets are set after the diagnostic, against your own baseline.
Reporting
What a result report would contain.
- Pipeline and revenue by channel from the CRM, with the attribution method stated
- Prompt panel results as ranges over repeated runs, with the sources cited
- Before and after for the qualified signal, including any fall in raw sign-up volume and why that is acceptable
- Experiments run on sign-up and onboarding, including those that lost
- What remains unmeasured and how we would close the gap
No figures appear on this page because there are none to report. When we publish client work, the numbers come from the client’s own systems, with dates and sources, and only with written approval. How we document results.
Related services
The work involved.
- SEOTechnical, content and authority work prioritised by commercial value and measured against pipeline.
- AI SEOAI workflows for research, content and monitoring, with human strategy and validation.
- Content SEOIntent research, topic architecture and expert-reviewed writing that build topical authority.
- LinkedIn AdsAccount and role targeting with reporting on pipeline, for considered B2B sales.
- Google AdsSearch, Shopping, Performance Max and YouTube run against qualified leads and margin.
- Conversion Rate OptimizationResearch, analytics, landing pages and experimentation that raise the return on every visit.
For how we approach the sector as a whole, see SaaS marketing and growth.
Start with a growth audit
Stop Buying Marketing Activity.Start Building a Growth Engine.
Tell us where you are today, where you want to go and what is holding growth back. We’ll identify the highest-impact opportunities.
What happens next
- 1
You tell us where you are
A short form about the business, its goals and what is holding growth back.
- 2
A strategist reviews it
Search, AI visibility, paid media, content and conversion, read together.
- 3
You get the priorities
The highest-impact opportunities, in order, with the reasoning shown.
No obligation, and no guaranteed outcomes promised. Just an honest read of where you stand.