SaaS
Demand generation rebuilt around payback period
A B2B SaaS platform reallocated budget by payback window and cut blended CAC by more than a third.
- -36%
- Blended CAC
- +228%
- Pipeline created
- +19%
- Trial-to-paid
The challenge
Where Brightpath was stuck
Spend was allocated by habit and reporting stopped at MQLs, hiding which channels produced real customers.
What we did
- Implemented closed-loop attribution from ad click to closed-won.
- Reallocated budget quarterly based on payback period by channel.
- Launched a landing page testing program for each core segment.
Engagement
Duration
8 months
Services delivered
Marketing Strategy
PPC Advertising
Landing Page Design
Before & after
The measurable difference
Before
Pipeline52
Trials61
Revenue index58
After
Pipeline171
Trials129
Revenue index149
More work
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