Building a demand generation engine from scratch

Challenge

Strong product-market fit, but pipeline from marketing was inconsistent quarter to quarter, and sales couldn't rely on it for planning.

Objective

Build a repeatable acquisition process that produces qualified pipeline on a predictable cadence.

Strategy

We mapped the existing funnel end to end, found where prospects were dropping off between first touch and sales handoff, and rebuilt the paid and organic mix around the stages with the most opportunity.

Execution

• Rebuilt search campaign structure around buyer intent, not just product keywords
• Shipped a technical SEO fix list that resolved a crawl-budget issue limiting indexation
• Stood up shared attribution reporting so marketing and sales saw the same numbers

Channels

Timeline

12-month engagement, first measurable pipeline shift by month 3