Workstream

Workstream builds HR and hiring software for hourly-workforce employers, a classic B2B SaaS motion: a considered purchase, multiple stakeholders, and a sales cycle long enough that platform-reported conversions describe the top of a funnel whose bottom is months away.

The account had the standard B2B disease: optimization toward form fills, which the platforms happily deliver from whoever is cheapest to convert, regardless of whether sales can do anything with them. Cheap MQLs, thin pipeline, and a paid channel that looked fine in the ad platform and looked expensive in the CRM.

We rewired measurement to the CRM, so campaigns were judged and optimized on opportunities and pipeline, not form fills. This is unglamorous integration work and it changes everything downstream of it.

Targeting rebuilt around the actual ICP, with LinkedIn carrying precision and Google carrying intent, each channel doing the job it is structurally good at instead of both chasing the same soft conversions.

Offer strategy matched the buying stage: high-intent traffic got demos, early-stage got assets worth a real email address, and nurture carried the months in between, because in B2B the click is the beginning of the work, not the end.

The figures at the top of this page are the headline. Behind each one sits the account data it came from, and we will walk any prospective client through the source on a call. We publish nothing we cannot show.