Case Study: B2B SaaS

Building a Predictable
Growth Engine

How a mid-market SaaS company moved from fragmented marketing activity to a measurable, repeatable pipeline system.

Executive Summary

A mid-market B2B SaaS company partnered with Growthym to solve a problem common to scale-stage organizations: growth activity existed across channels, but pipeline outcomes were inconsistent and difficult to explain.

SEO, paid campaigns, and outbound efforts were all running in parallel, yet leadership lacked confidence in:

  • Which channels actually drove revenue
  • Why performance fluctuated quarter to quarter
  • Where incremental investment would produce predictable returns

"Growthym was engaged not to 'run campaigns,' but to design and operationalize a revenue-aligned growth system."

Company Background

Industry B2B SaaS
Market Enterprise and upper mid-market
Sales Motion SDR-led, demo-driven sales cycle
Growth Stage Post-PMF, scaling revenue and team size
Primary Buyers Directors, VPs, and C-level stakeholders
The Growth Challenge

Fragmented Growth Systems

At first glance, growth appeared active with consistent content and paid media. However, leadership observed inconsistent SQL volume, pipeline volatility, and rising CAC without clear cause.

SEO Without Revenue Intent

Content focused on informational keywords rather than decision-stage intent. High traffic pages produced minimal SQL contribution.

Outbound Without Infrastructure

Relied heavily on SDR execution quality with inconsistent ICP definitions and no feedback loop between results and messaging.

Analytics Without Truth

GA4 events were inconsistent. CRM stages didn't map to analytics. Dashboards lacked confidence with high "unassigned" traffic.

Conversion as an Afterthought

Generic landing pages not aligned to intent. Forms captured leads but didn't qualify. No experimentation roadmap.

"The core issue was not effort. It was lack of system coherence."

Growthym's Mandate

"Design a growth system that leadership can understand, trust, and scale."

01

Diagnosis

Growth System Diagnosis

Funnel Mapping

Mapped channel contribution at each stage to find where momentum broke.

Intent Analysis (SEO)

Grouped keywords into topic clusters aligned to buying stages, not just volume.

Outbound Audit

Assessed sequencing quality, ICP definitions, and CRM routing.

Tracking Audit

Aligned CRM stages with GA4 events to define a clean attribution model.

02

Rebuild

System Rebuild & Execution

SEO as a Pipeline Channel

Implemented topic clusters targeting decision-stage queries. Optimized on-page structure for conversion. Aligned reporting to assisted pipeline.

Outbound as a Lever

Rebuilt ICP definitions. Implemented segmented outreach sequences. Measured performance by meeting quality, not reply volume.

Conversion Integration

Built landing pages aligned to intent. Reduced form friction. Ran experiments focused on SQL uplift.

Analytics Cleanup

Implemented clean GA4 schemas. Connected analytics to CRM. Built leadership dashboards tied to pipeline outcomes.

03

Scale

Optimization & Compounding

  • Weekly execution cadence across SEO, outbound, and CRO
  • Prioritization based on pipeline impact, not effort
  • Continuous iteration informed by clean data
  • Automation of repetitive reporting and workflows

The Role of AI in the Engagement

AI was embedded selectively to increase leverage. It was governed, measurable, and aligned to business outcomes—not novelty.

"AI-assisted content drafting, Predictive lead scoring, and Automation of reporting."

Accelerated SEO production
Predictive lead scoring
Reporting automation
Faster experimentation cycles

Outcomes (Measured at System Level)

Pipeline Clarity

Increased visibility into inbound and outbound pipeline contribution.

Consistent Flow

Consistent flow of decision-maker meetings and reduced dependency on single channels.

Confidence

Leadership confidence in growth forecasts. Growth became explainable.

Why the Results Lasted

The engagement did not rely on one campaign, one channel, or one individual. It relied on:

  • Clear intent alignment
  • Conversion discipline
  • Clean measurement
  • Execution cadence
  • System ownership

Key Takeaways for Leadership

  • Growth problems are usually system problems, not channel problems.
  • Traffic and leads mean nothing without conversion and attribution clarity.
  • Outbound works when treated as infrastructure, not hustle.
  • AI multiplies impact when fundamentals are sound.
Final CTA

Considering a Similar Growth Challenge?

If your organization has active marketing but unpredictable pipeline, rising CAC without clear causes, or analytics you don't fully trust—the problem is likely systemic.

Book a Strategy Conversation

We'll assess your growth system and identify where leverage exists.