Demand generation rebuilt for a B2B SaaS platform
Replacing an untracked, channel-scattered spend with a measured full-funnel programme.
- Client
- Confidential
- Discipline
- Digital Marketing
- Duration
- 5 months
Client overview
A B2B SaaS platform selling workflow software to mid-market operations teams, roughly 40 employees, growing through a mix of founder-led sales and inbound demo requests.
Marketing was one generalist and two agencies — one running paid search, one running content — with no shared reporting between them.
The problem
Spend was distributed across five channels with no consistent attribution, so no one could say which channel produced a qualified demo.
Content and paid teams worked from different keyword lists, so paid search bid on terms the site had no supporting page for.
The demo request form asked eleven questions, and analytics showed a 63% abandonment rate at the form step.
The goals
Establish a single source of truth for channel attribution before increasing any budget.
Consolidate keyword strategy so paid and organic reinforce rather than compete.
Reduce friction in the demo request path without lowering lead quality.
Strategy
Instrument first. We paused net-new spend for two weeks and rebuilt tracking end to end — server-side events, consistent UTM taxonomy, and a CRM-to-analytics join so a closed deal traces back to first touch.
Consolidate second. We merged the paid and organic keyword lists into one prioritised map, assigning each cluster to whichever channel could win it more cheaply.
Then optimise. With measurement live and strategy aligned, we ran structured tests on the demo funnel — form length, page layout, and offer framing.
How the work ran
The delivery sequence, start to handover.
Audit and instrumentation
Full audit of existing channels, spend and tracking. Rebuilt analytics with server-side events and a consistent UTM taxonomy across every channel.
Attribution model
Connected CRM opportunity data back to marketing touchpoints so pipeline, not form fills, became the reported success metric.
Keyword consolidation
Merged paid and organic keyword strategy into one map, assigning each cluster to the channel that could win it at lower cost.
Funnel testing
Structured tests on the demo request path — form length, page layout and offer framing — run two at a time with clear success thresholds.
Handover and documentation
Documented the reporting stack, testing cadence and channel playbooks so the in-house team could run the programme independently.
Technologies used
Deliverables
- End-to-end attribution model connecting ad spend to closed revenue
- Consolidated keyword and content map across paid and organic
- Rebuilt demo request funnel with tested form and page layout
- Weekly performance dashboard with channel-level pipeline reporting
- Documented playbooks for each channel and the testing cadence
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