+50% Demos in 8 Months for a B2B Design Platform
A B2B design company serving SMB through Enterprise was plateauing on performance marketing. Attribution across a long-consideration funnel made it impossible to justify investment in upper-funnel channels. We solved the measurement problem — and delivered 50% demo growth in 8 months.
The attribution problem that was capping growth
This B2B design company serves small, medium, and enterprise businesses across the U.S. through a subscription model, acquiring customers primarily through Google and Facebook with LinkedIn as an upper-funnel investment. The team wanted to scale — but investment was plateauing. The reason: they could not reliably measure the impact of marketing spend across a long-consideration funnel.
The specific challenges were structural. Multiple leads from the same company contributed to a single opportunity, making clean attribution nearly impossible. Revenue and recurring subscription value could not be reliably tied back to original lead sources. And upper-funnel channels like LinkedIn were systematically undervalued because last-click attribution gave them no credit for the conversions they influenced.
Solving the measurement layer first
We deployed a Salesforce integration with a custom-built backend to enable deeper data capture across the full funnel. Violet cookie, client-side, and server-side tracking ensured reliable signal across every touchpoint. GA4 was set up and enhanced for improved event tracking. And Impression-Based Marketing Mix Modeling was implemented to analyze the broader impact of upper-funnel investments — capturing value that click-based attribution was systematically missing.
We then tested three attribution models: last click, first click at 30 days, and first click at 90 days. The analysis revealed that LinkedIn — previously underinvested based on last-click data — showed significantly stronger ROI under a more holistic attribution lens. Budget was reallocated accordingly.
50% more demos without more spend
By fixing the measurement layer and then reallocating spend based on what the data actually showed, the team achieved a 50% increase in qualified demos within 8 months — while staying within ROI constraints. The result was not a media spend increase. It was a capital reallocation made possible by measurement that the team finally trusted.
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