Northwind Analytics
A flat $9M ARR analytics platform needed pipeline that did not depend on outbound. We rebuilt the paid programme around qualified opportunities and cut cost per demo by more than half in two quarters.
-54%
Cost per qualified demo
3.1x
Pipeline from paid
11 wks
To payback
Northwind was spending 68% of its budget on branded search and retargeting, then reporting MQLs that sales quietly ignored. Nobody could tell which campaigns produced revenue, so the board froze the budget until someone could prove it.
We rewired tracking to fire on qualified opportunity, not form fill, then rebuilt the account structure around three problem-aware audiences. Creative moved from product screenshots to customer-language proof points, refreshed on a fortnightly cadence. Every experiment was scored against contribution margin.
Within two quarters paid became the largest source of net-new pipeline. Cost per qualified demo fell 54%, sales stopped complaining about lead quality, and the budget was doubled for the following year.
“They killed half the campaigns we were proud of in the first month, and pipeline went up. Nobody had ever shown us the difference between activity and revenue that plainly.”
Elena Vartanyan
VP Marketing · Northwind Analytics
