An Acquisition Engine Overhaul That Lifted Leads 65%
Stood up paid acquisition from zero, rebuilt the conversion funnel from landing page to account creation, and instrumented all of it. Weekly leads rose 65% and signup completion doubled.
- Product
- B2B team-management SaaS for small and mid-size companies
- Model
- $10 per user per month, self-serve, no sales team
- Timeframe
- 4 months
Results
The situation
No paid acquisition, a marketing site that could not be measured end to end, and no way to tell whether a signup ever became a team that used the product.
What we did
- Stood up paid acquisition from zero: picked the channels, built the first ad creative on five tested motivators, set budget allocation across Google and Meta
- Rebuilt the conversion funnel: migrated the site to an AI-native platform, rebuilt the landing pages and a competitor comparison hub, reworked account creation in two releases. Completion doubled
- Instrumented it end to end: one event taxonomy from site visit to account to first teammate invite, read weekly
- Checked the numbers before chasing them: a reported halving of signup-to-trial was a counting error, an organic decline was branded click-through, not rankings. Both got a hold, not a project
- Moved the goal to activated accounts: defined the metric with leadership, wrote the events engineering needed, designed the activation and lifecycle program to move it
- Handed over a repo the team runs: every deliverable, a timeline, open questions with owners, and the working methods
Four months in, the easy read was that acquisition had worked and the job was to push harder. Leads were up 65%. But new revenue had not followed, and an account that never invites a teammate is not a customer. So the work shifted to defining an activated account, getting the exact events in front of engineering, and building the program to move that number. The overhaul is the headline. The shift is what mattered.
We help consumer apps and products reach their next phase of growth.
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