FieldworkB2B SaaS
Building a predictable pipeline for a vertical SaaS
Took Fieldwork from referral-only growth to an inbound pipeline across search, LinkedIn and content.
- Qualified pipeline
- 3.2x
- Cost per booked demo
- −41%
- Sales-qualified leads
- +164%
The challenge
Fieldwork's project software was loved by the architecture firms that used it, but almost every deal came through a founder's network. Paid search budgets went to broad project management keywords that competed with giants, and nobody could say which channel actually produced revenue.
The approach
Before touching a campaign, we interviewed eighteen customers to learn why they bought. One theme came up again and again: firms didn't want another task tool, they wanted to know which projects made money.
- Sharper positioning. Repositioned Fieldwork around project profitability, with new messaging for principals and operations leads.
- High-intent search. Rebuilt Google Ads around problem and competitor terms, cutting broad keywords that never converted.
- Account-based LinkedIn. Ran a targeted program across 1,200 firms that matched the ideal customer profile.
- Bottom-funnel content. Two articles a week answering the questions buyers asked sales, each linked to a demo offer.
- Closed-loop attribution. Connected HubSpot deal data back to the ad platforms so bidding optimized for pipeline, not form fills.
The outcome
Qualified pipeline more than tripled in a year, demos now come from every channel, and the leadership team reviews one attribution dashboard instead of five spreadsheets.
For the first time, sales and marketing look at the same numbers. Maren rebuilt our pipeline from the ground up and made attribution boring, in the best possible way.
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