Zero to $18k MRR in 90 days from site launch.
A B2B SaaS startup with no clear ICP, a site that generated no demos, and a CAC of $6,200. We ran a discovery sprint that revealed two winning customer segments, rebuilt around a demo-first model with an ROI calculator, and pointed Google Ads at high-intent SERPs only.
The challenge
A funded B2B SaaS startup 8 months post-launch. The product worked — customers who reached demos converted well. The problem was everything upstream. The site described features, not outcomes. The ICP was defined as "any company that could use us." Google Ads were running on broad-match keywords. CAC had climbed to $6,200 and was trending higher.
The ICP discovery sprint changed the picture immediately. Analysis of closed-won deals revealed two distinct winning segments — each with different buying triggers, different job titles in the decision chain, and different language for the same problem. The site and ads were targeting neither.
The fix was not more traffic. It was a demo-first landing page built around the decision-maker's actual question — not "what does the product do" but "what does this cost me to not have it." An ROI calculator on the page did that calculation in 60 seconds. Demo bookings followed.
Project details
Client type
B2B SaaS startup
Services
Marketing Strategy · Web Dev · Google Ads · Content
Timeline
90 days from site launch
Outcome
$0 → $18k MRR · CAC $6,200 → $1,800 · 22 demos/mo
What we built
Two segment-specific landing pages built around demo bookings, not generic product descriptions. An inline ROI calculator that let decision-makers quantify the cost of their current process in under 60 seconds. A content hub with three cornerstone articles targeting high-intent informational queries in the category.
How we did it
ICP definition sprint analysed 18 months of closed-won and closed-lost data, revealing the two winning segments. Google Ads rebuilt from scratch: exact-match keywords only, one campaign per segment, demo-booking as the single conversion goal. Broad-match campaigns eliminated entirely. All spend pointed at bottom-funnel SERPs where buyers were already evaluating solutions.
What changed
Demo bookings went from 4/month to 22/month in the first 60 days. The ROI calculator had a 34% completion rate among visitors who reached it. CAC dropped from $6,200 to $1,800 as broad-match waste was eliminated. MRR compounded to $18k by day 90 as demo-to-close rate held steady at the pre-engagement level — the product had always converted well. The funnel had not.
By the numbers
Same product. Right segment. Right page.
Start a project like this
B2B product that converts at demo but not before?
Send us your current CAC, monthly demo volume, and the segment you think is your best customer. We'll scope the ICP sprint within 48 hours.