SaaSUnited States & UK12 monthsSample content

FlowStack

Fixing attribution, then finding the channel that actually worked

A B2B SaaS platform was about to cut its content budget based on last-click data. Correct attribution showed content was involved in most closed deals.

Organic demo requests: 0.0×
Organic demo requests
Trial-to-paid: +0%
Trial-to-paid
Blended CAC: −0%
Blended CAC

Illustrative sample — client, figures and quote are not real. Replace before launch.

The challenge

Where things stood

Last-click reporting showed content contributing under 4% of signups, and the board had asked why it was still funded. Trials were growing but activation was flat, and nobody could say which acquisition source produced users who stuck. Marketing and sales were reporting different pipeline numbers in the same meeting.

The strategy

What we decided to do

Rebuild measurement end to end before making a single budget decision

Join product analytics to the CRM so source data reaches closed-won

Concentrate SEO on bottom-of-funnel comparison and alternative queries

Trigger activation email from in-product behaviour, not time delays

Execution

How it was built

Measurement rebuild
GA4 was reconfigured against a documented measurement plan, first-touch source was captured and persisted to the CRM, and product analytics were joined to account records. Reporting reconciled to the CRM for the first time.
Bottom-of-funnel content
Rather than competing on category terms owned by funded incumbents, we built depth on comparison, alternative and integration queries where buyers were actively evaluating.
Behaviour-triggered activation
Onboarding email was rebuilt to fire on in-product milestones. The specific step where trials stalled was identified and addressed with targeted in-app and email prompts.
One shared definition
Marketing and sales agreed a single qualified-lead definition with routing and feedback loops, so both teams reported from the same pipeline.

Results

What it produced

Correct attribution showed content touched 61% of closed-won deals rather than 4% — the budget was increased instead of cut. Organic demo requests grew 2.6× over three quarters as the comparison content matured. Behaviour-triggered onboarding lifted trial-to-paid conversion 38%, and blended CAC fell 27% as spend shifted toward what was genuinely producing revenue.

Organic demo requests: 0.0×
Organic demo requests
Trial-to-paid: +0%
Trial-to-paid
Blended CAC: −0%
Blended CAC

We were one board meeting away from cutting the channel that turned out to be involved in most of our closed revenue. That's a sobering thing to discover.

Daniel Okafor·VP Marketing, FlowStack

Services used

What this engagement covered

Search Engine Optimisation

Compounding organic pipeline from technical health, content depth and authority.

Content Marketing

Search-led content that ranks, converts and gives sales something to send.

Analytics & Reporting

Measurement you can trust, and reporting that says what to do next.

Email Marketing

The channel you own outright — turned into a reliable revenue line.

More work

Other engagements

All case studies

E-commerce

Verdant Skincare

+42%

Contribution margin

+37%

Repeat purchase rate

Sample content

Rebuilding a D2C skincare brand around contribution margin

Revenue was growing and profit was not. We rebuilt media buying around per-product margin, fixed the mobile checkout and built the retention flows that had never existed.

9 monthsIndia & UAE

Local Business

Coastline HVAC

+94%

Inbound calls

−48%

Cost per lead

Sample content

Out of the directories and into the map pack

A six-van HVAC business was buying leads shared with three competitors. We built owned demand and stopped missed calls turning into lost jobs.

8 monthsAustralia

Similar situation?

Let's see what's possible in your business

Book a call and we'll talk through what we'd do differently for you — starting with a free audit of what you have now.

Book a strategy call Get a free audit