Scaling Revenue For A B2B Software Marketplace

Background

A leading B2B software marketplace generated millions of monthly visits but faced slowing revenue growth despite increasing traffic. Marketing, product, and sales teams operated independently, resulting in inconsistent attribution and inefficient customer acquisition.

My Role

As a Growth Marketing Manager, I owned the full-funnel growth strategy across acquisition, product, analytics, CRM, paid media, partnerships, and experimentation.

Challenges

• High customer acquisition costs across paid channels

• Poor attribution between marketing touchpoints and closed revenue

• Low visitor-to-demo conversion rates

• Fragmented lifecycle marketing

• Inconsistent lead qualification

Strategy

Instead of optimizing individual channels, I rebuilt the growth engine. Key initiatives included:

• Implemented multi-touch attribution across marketing and sales

• Built predictive lead scoring using behavioral signals

• Redesigned the marketplace conversion funnel

• Introduced experimentation across pricing pages, comparison pages, and lead forms

• Optimized paid acquisition using revenue instead of lead volume

• Automated lifecycle campaigns based on buyer intent

• Built executive growth dashboards combining CRM, product, and marketing data

Results

• $4.8M in additional annual recurring revenue

• 42% increase in qualified pipeline

• 31% reduction in Customer Acquisition Cost

• 24% increase in visitor-to-lead conversion

• 18% increase in average deal size

• 3.6x ROI on growth initiatives

Key Learning

Growth wasn't about generating more traffic—it was about aligning acquisition, product experience, and sales around revenue.

Get In Touch

mnomann18@gmail.com