Challenge
Scaling user acquisition for a SaaS platform.
Acquisition at this stage fails in one of two ways. Either the channels work and nothing downstream captures what they produce, or the funnel is instrumented and the channels were chosen before anyone wrote down who the customer was. The engagement treats both as the same problem, because the fix for each is a document rather than a tool.
Approach
Go-to-market blueprinting, marketing stack configuration and campaign automation design, with customer journey mapping across the funnel and performance tracking from launch.
Blueprinting comes first and fixes four things in writing: who the customer is, how the platform is positioned against the alternatives, which channels carry that position, and in what order they are switched on. Nothing is bought until that exists, which is what stops the stack being assembled from a feature comparison.
Stack configuration then specifies the platforms against the blueprint rather than against a category list, and campaign automation design specifies what fires, when, and on which signal. The triggers are the durable asset here. Platforms change, and a journey defined by its triggers survives a platform change in a way that one defined by a vendor's template does not.
Customer journey mapping runs across the whole funnel and names each step a user takes together with the system responsible for it. That map is what performance tracking reports against, so the measurement is defined before the first campaign rather than assembled afterwards from whatever the tools happened to record.
Outcome
An automated funnel architecture for user acquisition, tracked against conversion and customer acquisition cost and reviewed quarterly.
The quarterly optimisation review is part of the engagement rather than a follow-on. It re-examines the same measures each quarter, which is the only way to tell a channel that has stopped working from a quarter that was unusual.
How work like this is measured
The figures below are published industry benchmarks, not this project's results. They are the reference points an acquisition funnel of this kind is judged against.
Median B2B SaaS customer acquisition cost payback is 16 months on full-year 2025 actuals from 342 companies, with the top quartile at 6 months or fewer and the bottom quartile at 24 or more. Payback varies sharply with contract size, from about 11 months below US$5,000 ACV to about 22 months in the US$50,000 to US$100,000 band. Median LTV to CAC across B2B SaaS is 3.2 to 1. Companies deploying agents for lifecycle email, ad copy and SEO content report payback three to five months shorter than non-adopters.