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Selected engagements
SaaS / B2BWebsite + Positioning5 weeks

Repositioned a founder-led SaaS from "feature tour" to "business outcome" — demo requests up 4×.

The existing site read like a changelog. Prospects bounced before the CTA, demos came almost entirely through the founder's network, and buyers couldn't articulate the ROI. We ran a customer-development sprint, repositioned the product around the real job-to-be-done, rebuilt the site, and shipped a lifecycle system to nurture the mid-funnel.

B2B SaaS platform cover
The problem

What was broken

  • Homepage bounce rate of 74% — most visitors never reached the product section
  • Demo-request CVR under 0.4%; almost all pipeline came from the founder's direct network
  • Messaging was feature-centric; buyers struggled to connect the product to a business outcome
  • No mid-funnel nurture — cold prospects who didn't convert immediately were lost
The work

How we fixed it

  • Customer-development sprint: 9 structured calls with recent customers to extract the real job-to-be-done
  • Repositioned the product around one primary outcome; secondary features moved to a "how it works" section
  • New homepage: outcome headline, proof band, embedded demo, case-led navigation — shipped in 3 weeks
  • 6-step lifecycle nurture sequence keyed to intent signals from page depth and CTA interaction
  • Sales enablement: updated pitch deck, objection handling guide, and qualification checklist
Impact

What actually moved.

Demo-request rate
+1.4pp
0.4%1.8%
Homepage bounce
−35pp
74%39%
Time-to-first-demo
−78%
9 days2 days
Pipeline (12 wks)
new
₹0₹31L

Metrics source: Figures from HubSpot CRM and GA4 property. Comparison window: 8 weeks post-launch vs. 8 weeks pre-engagement.

I knew the messaging was broken. What I didn't expect was how quickly a clear positioning shift would translate into pipeline. We had more qualified demo requests in the first month than the previous quarter.
— Co-founder, B2B SaaS platform (name withheld at client request)
Next engagement
An EdTech programme
EdTech · Growth Marketing

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