Building a demand engine for a B2B SaaS scale-up
A workflow software company with strong product-market fit but founder-led sales as its only channel. We built their inbound engine — bottom-funnel content, intent-based paid search, and trial CRO — driving 3x demo pipeline in two quarters.
FlowStack had happy customers and strong retention, but every deal traced back to the founders' networks. To raise their next round they needed proof of a repeatable acquisition channel — with a marketing team of exactly one person.
The approach
Bottom-funnel content first
We started where intent was highest: comparison pages, alternative pages, and use-case content targeting buyers actively evaluating solutions.
Intent-based paid capture
Tightly-themed search campaigns on competitor and category terms, with landing pages purpose-built for each intent cluster.
Trial experience optimisation
Onboarding email journeys and in-app friction fixes (based on session recordings) nearly doubled trial-to-paid conversion.
Six months in, inbound demos tripled and the sales team was working pipeline that no founder had personally sourced — the repeatability proof investors wanted. Cost per qualified opportunity dropped 38% as content compounded alongside paid.
FlowStack closed their Series A the following quarter, citing the inbound engine as a key traction metric.
“They built in six months what we'd failed to build in two years of trying tactics piecemeal. The channel just works.”
Sofia Lindqvist
CEO, FlowStack
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