Go-to-Market SaaS (Product-Led Revenue) → Case Study
Selling to the most sceptical ICP in B2B – with one shared revenue point of view.
4-week GTM Sprint | 50% drop in CPL | 3× stronger ad performance
Ripe was a pre-seed go-to-market SaaS with a powerful but complex product. They analysed product and CRM data to help Sales and Marketing teams at PLG companies identify which users were most likely to buy – and engage them at the right moment.
On paper, the product made sense.
In reality, traction didn’t follow.
Paid experiments hadn’t worked.
Outbound agency fees were draining a limited budget.
And with so much product complexity, neither the ICP nor the message was clear.
Worse, Ripe was selling to Sales and Marketing teams – one of the hardest audiences in SaaS.
This audience:
has seen every “revenue acceleration” pitch
is allergic to generic claims
spots weak positioning instantly
expects clarity, confidence, and proof
Without a sharp, consistent point of view:
ads failed to cut through
the website explained the tech, but not the need
Sales lacked clear narratives to lead with
Ripe didn’t just need leads.
They needed traction fast – and a GTM foundation they could actually scale.
The revenue tools market is saturated with identical promises:
30% more pipeline. Faster deals. Better conversion.
Another metric-led claim wouldn’t cut through.
Ripe had an advantage most tools don’t - a product that did something genuinely different – helping teams sell to users already inside their product.
But that difference only mattered if it changed the wider mindset of our ICP: stop chasing new leads – start converting the ripest users already inside your product.
So the real question wasn’t how do we explain the product?
It was which top-of-funnel messages could trigger that belief change – and which ones would get ignored.
The only way to find out was to test it, aggressively.
Sales, Marketing, and Product dropped their assumptions about what we should say, and I translated them into 50+ ad concepts – spanning statements, humour, fake customer quotes, and challenger POVs.
We tested messages across TOFU → BOFU, tracking performance from creative engagement and CTR through to demo interest.
We quickly learned what captured attention, what was too clever (hey, we tried!), and what should become the red thread going forward.
The strongest messages were rolled out everywhere:
homepage copy
sales-ready case studies
ongoing campaigns
cold outreach
One narrative. End to end.
Despite a limited budget and short timeline, the sprint delivered clear, actionable signals:
~50% lower cost per lead vs cold-calling agency fees
3× stronger creative performance vs indsutry benchmarks
First inbound leads after previous ad spend failed
More importantly, Ripe left the sprint with:
one consistent GTM point of view
shared Sales and Marketing language
evidence of what messaging resonated – and what didn’t
This didn’t magically fix product-market fit.
But it replaced gut feel with signal – exactly what Ripe needed at that stage.
Instead of debating messaging internally - let the market decide.
Ads gave us clarity on what people actually reacted to – so the rest of the GTM wasn’t built on gut feel.
Just keep an eye on budgets, make sure you explore lots of angles, and keep your finger on the pulse of feedback.
Explore more case studies here.