Real results from real clients
Proven demand gen outcomes.
These case studies come from SaaS, logistics, and healthtech companies. Each shows a specific challenge, our approach, and the results. Names and some figures are anonymised to respect confidentiality.
B2B SaaS — Series A
Paid Media Overhaul: CPL Reduction & Lead Quality
HealthTech SaaS | India & APAC | ₹15L annual ad spend
Main metric
−35%
CPL reduction
The Situation
A Series A healthtech SaaS company was spending ₹15L/month across Google Ads, Meta, and LinkedIn. Their cost per lead was ₹4,500, their sales team was complaining about low-quality leads, and their CAC was unsustainable. They had never done a structured paid media audit.
Challenge
• Account structure was chaotic (60+ campaigns, no clear segmentation)
• Landing pages had 8% conversion rate (industry benchmark: 4%)
• No audience targeting beyond company size
• Budget split: 30% Google, 50% Meta, 20% LinkedIn (misaligned with B2B conversion)
Our Approach
• Restructured accounts into 8 focused campaigns by audience segment
• Tested 5 new landing page variants (ABM, product-specific, use case)
• Implemented audience targeting by job title + company + buying signals
• Reallocated budget: 50% Google, 25% Meta, 25% LinkedIn
₹2,925
New CPL (from ₹4,500)
+18%
Lead quality score
6 weeks
Time to stabilisation
"The CPL improvement was immediate, but what surprised us most was the lead quality change. Our sales team stopped complaining about low-intent leads within 4 weeks. This wasn't just a cost reduction—it was a system fix."
— Director of Growth, healthtech company
Key Insights
• **Account structure matters.** Moving from 60 chaotic campaigns to 8 focused ones allowed for real optimisation and faster feedback loops. • **Landing pages drive conversion.** The 8% baseline was unusually high because of poor traffic quality. Testing new pages surfaced that much of their traffic wasn't qualified at all. • **Budget allocation compounds.** Shifting 20% from Meta to LinkedIn and Google had a 3-month payoff: higher quality leads, shorter sales cycles, better ROAS. • **The audit is the leverage point.** Without the initial 2-week audit, they would have kept optimising within a broken system.
B2B Logistics — Regional Scale
MarTech Implementation: Lead Scoring & Sales Alignment
Freight & Logistics | APAC (Singapore, Malaysia) | 200+ leads/month
Main metric
+275%
MQL to SQL
The Situation
A logistics company with ₹8L/month in demand gen was generating 300 MQLs/month but only 20 were converting to SQL. Sales complained that "the leads were bad." Marketing blamed sales for "not following up." They'd invested in Marketo but never properly configured it. Lead scoring was non-existent. MQL-to-SQL SLA was undefined.
Challenge
• Lead scoring was manual/non-existent
• No clear definition of MQL vs SQL
• Marketo was collecting data but not being used strategically
• 80% of leads fell into a black hole between marketing and sales
• Sales cycles were 60–90 days; they needed to prioritise hot leads
Our Approach
• Built lead scoring model: 40 implicit, 60 explicit (based on company size + behaviour)
• Defined MQL as 50+ score; SQL as 75+ score with engagement signal
• Set up Marketo to auto-route high-score leads to sales
• Created SLA: sales to respond to 75+ within 4 hours
• Implemented weekly review meetings with sales and marketing
75
SQLs/month (from 20)
52 days
Avg sales cycle (from 68)
8 weeks
Time to full implementation
"The biggest shift was suddenly having a language between sales and marketing. We could say 'this is a 65-score lead' and everyone understood what that meant. The friction completely disappeared. Within 2 months, sales was asking for even more leads."
— VP Sales, logistics company
Key Insights
• **Lead scoring creates alignment.** The scoring model became the shared language between sales and marketing. No more arguments. • **Implicit + explicit scoring works.** Company size (implicit) helped identify fit. Engagement (explicit) showed buying intent. Together, they predicted 70% conversion to SQL. • **The SLA is the enforcer.** Having a "sales responds within 4 hours to 75+ scores" rule changed the entire dynamic. Sales was suddenly invested in the data. • **Review meetings prevent drift.** A weekly 15-minute check-in kept both teams honest and surfaced scoring adjustments needed month-to-month.
B2B SaaS — Product Launch
Fractional Demand Gen: Launch Strategy & Execution
Enterprise SaaS | India & GCC | New product line
Main metric
₹2.1Cr
Pipeline generated
The Situation
An enterprise SaaS company was launching a new product line into India and GCC markets. They had a 6-month timeline and ₹2Cr launch budget. Their existing demand gen team was stretched. They needed someone senior to own strategy and execution end-to-end, but didn't want to hire full-time. They engaged me as a fractional demand gen lead, 15 hours/week.
Challenge
• Zero brand awareness in the new product space
• 2 markets with different go-to-market strategies (India vs GCC)
• Small internal team (2 marketing ops, no demand gen lead)
• Need to scale quickly without building a full team
• Complex B2B sale cycle (120+ days)
Our Approach
• Built 6-month demand gen roadmap: awareness → consideration → conversion
• Structured paid media: Google (50%), LinkedIn (35%), events (15%)
• Created ICP and targeting frameworks for each market
• Set up nurture workflows in existing marketing automation
• Managed day-to-day account optimisation + weekly strategy calls
1,200
SQLs generated
₹16.5K
CAC (profitable at deal size)
₹2.1Cr
Pipeline influenced (6 months)
"We thought we'd need to hire a VP of Growth. Instead, we got someone with 12+ years of experience, working within our constraints, and delivered a full go-to-market strategy plus execution. The fractional model worked perfectly for a launch."
— Chief Marketing Officer, enterprise SaaS
Key Insights
• **Fractional works for launches.** A temporary, high-impact engagement is often smarter than hiring someone you'll have to manage or lay off. • **Multi-market requires different strategies.** India needed brand awareness and education. GCC buyers were more sophisticated and price-conscious. Different messaging worked for each. • **Weekly strategy calls > daily firefighting.** Clear weekly sync + autonomy between calls meant the team could execute without bottlenecks. • **CAC-to-deal-size ratio is the real metric.** At ₹16.5K CAC and average ₹30L deal size, the payback was solid. A lower CAC with a wrong audience would have been worse.
Your situation might look like these.
These are real examples from real engagements. Names and some numbers are confidential, but the problems and outcomes are accurate. If any of these resonated with you, the next step is a free 30-minute call to discuss your specific situation.
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