Halden
A full-funnel demand programme that rebuilt Halden’s positioning, paid mix and lifecycle nurture into a predictable source of qualified pipeline.
(Sector)
B2B SaaS
(Year)
2025
(Timeline)
6 Months
(Services)
Growth Strategy
Marketing & Demand
Analytics & Reporting
Halden had strong retention and a product its customers genuinely liked, but growth still depended on founder-led sales. Paid spend was scattered across channels nobody owned, the site spoke to practitioners while the real buyer sat in finance, and nothing between a first visit and a demo request was being measured.
We rebuilt the funnel around the economic buyer: sharper positioning and messaging, a paid mix concentrated on the two channels that actually converted, mid-funnel proof written for the finance persona, and a lifecycle nurture that kept slow-moving deals warm. Everything reported into a single pipeline view the whole team could read.
Within two quarters Halden had a pipeline it could forecast. Cost per lead fell while lead quality rose, and sales stopped relying on the founder’s calendar to fill the top of the funnel.
4.2x
Qualified pipeline
-38%
Cost per lead
11
Enterprise demos
