An established B2B SaaS company had plateaued at 800 paying users. Their paid acquisition was expensive and poorly targeted (CAC of $420, LTV:CAC of 1.8:1). They had an SEO-worthy product but zero organic presence. Their analytics were broken — they couldn't attribute revenue to any channel with confidence. The product was excellent. The marketing was not.
We rebuilt the entire marketing function over 9 months. Paid acquisition was restructured with intent-based targeting and a proper SaaS funnel (trial → paid conversion campaigns). A content engine was built from scratch — 60+ SEO articles targeting high-intent SaaS keywords. A custom analytics dashboard was built to give the team real attribution. And onboarding email flows were rebuilt to lift trial-to-paid conversion.
The Diagnosis: Week one was pure analysis. Paid campaigns were audited — we found 40% of ad spend was going to irrelevant queries. The content gap analysis revealed 200+ untapped keywords directly relevant to the product. Trial-to-paid conversion was 8% (industry benchmark: 15–25%). The problems were everywhere, but they were fixable.
Paid Restructure: Google Ads were rebuilt into a proper SaaS acquisition structure — problem-aware search campaigns, feature comparison campaigns, and competitor conquest. LinkedIn was added for enterprise-tier targeting. Within 60 days, CAC dropped from $420 to $218. By month 9: $176.
Content Engine: We launched a content engine that produced 6 SEO articles per month, each targeting high-intent bottom-of-funnel keywords. By month 6, organic traffic was up 280%. By month 11: 520%. Organic acquisition became the #1 volume channel for new trials.
Product-Led Analytics: We built a custom analytics dashboard from scratch — connecting their Stripe data, ad platform data, and product analytics into one unified view. For the first time, the CEO could see exactly which campaigns were producing paying customers, not just trials.
Onboarding Rebuild: Trial-to-paid conversion was fixed with a new 14-day onboarding email sequence (7 touchpoints, each tied to product activation milestones). Conversion went from 8% to 22%. This single change accounted for 38% of all MRR growth.
The Result: 800 → 9,400 paying users. MRR up 740%. CAC at $176 (down 58%). A business that had stalled for 2 years grew faster in 11 months than in all prior years combined.
“We had good software and stagnant growth. EMD diagnosed the entire marketing operation in week one and spent the rest of the year executing. 10x user growth. Our CAC is now $176. MRR is up 740%. The analytics dashboard alone was worth the entire engagement.”
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