Marketing Hub

Core message: "Onboarding, on rails (time-to-value)." [Marketing plan & notes.md]

Value proposition: Cut a new customer's time-to-value by ~41%, and lift onboardings handled per CSM by 2.4x. [Marketing plan & notes.md]

Target customer: Onboarding / implementation leaders at B2B SaaS companies with 200–2,000 employees and $20M–$200M ARR. [Marketing plan & notes.md]

See Messaging & Positioning for the full message architecture.

Blended CAC ~$7.2K against average ACV ~$28K, yielding LTV:CAC of 4.3:1 and ~11-month payback. [Marketing plan & notes.md]

The portfolio reveals a strategic tension: the cheapest, best-compounding channels (SEO, founder-led LinkedIn, partnerships) are also the slowest, while the fastest channels (paid search, paid social) saturate as you scale them. [Marketing plan & notes.md]

See Channel Mix & Unit Economics for the full breakdown by channel, CAC, payback, and strategic role.

Launched the time-to-value dashboard and forecasting feature over 6 weeks with an $85K budget. The campaign drove 420 webinar registrations (vs. 350 target), 47 SQLs (vs. 40 target), and $1.9M influenced pipeline (vs. $1.6M target), with 3 deals closed in-quarter. [Marketing plan & notes.md]

Biggest learning: A single founder LinkedIn thread drove ~30% of registrations at effectively $0 media cost, revealing organic founder content as a hidden multiplier. [Marketing plan & notes.md]

See Onboarding Analytics Campaign for the full campaign brief, timeline, channels, and results vs. target.

Four-pillar flywheel: time-to-value playbooks, original onboarding benchmark data, customer stories, and product education, published twice a week. [Marketing plan & notes.md]

The benchmark report "State of B2B Onboarding" sits at the center — it earns SEO backlinks, feeds paid creative, and grounds messaging in credibility. [Marketing plan & notes.md]

See Content Plan & Flywheel for the full pillar architecture and flywheel mechanics.

Over a representative quarter, the funnel scaled from 1.2M impressions → 900 MQL → 210 SQL → 95 opportunities → 21 won, yielding a 22% win rate and 3.4x pipeline coverage. [Marketing plan & notes.md]

The compounding channels (SEO + founder-led LinkedIn + the benchmark report) quietly carry the numbers at the lowest cost. Paid search is hitting a category ceiling — a finite pool of in-market buyers with rising CPC. [Marketing plan & notes.md]

See Funnel & Performance Metrics for the full funnel table, benchmarks, and channel-by-channel read.

Source: [Marketing plan & notes.md]