Example scenario · B2B SaaS
Demo requests waiting days. While competitors replied in minutes.
A Series A software company was spending well on paid search and LinkedIn. Demo requests landed in a shared inbox, booking took four emails, and trial users who didn't convert on their own never heard from anyone.
An example scenario based on situations we see often. Details are representative, not a specific client.
Photo by Annie Spratt on Unsplash
The situation
Where they started.
Marketing was doing its job. Paid search, LinkedIn ads and content brought in demo requests and free trial sign ups every day.
Then everything slowed down. Requests sat in a shared inbox until a rep picked them up, booking a demo took three or four emails, and trial users who didn't convert on their own never heard from the team. Half the pipeline lived in spreadsheets, so nobody trusted the reports.
The problem
What it was costing them.
8 tools, each doing one job, with nothing making sure they agreed. These are the places things slipped.
Requests waited a day or two, long enough for buyers to book a competitor's demo.
Three or four emails to agree a time, for every single demo.
Sign ups who didn't convert on their own never heard from anyone.
Pipeline pieced together from a CRM, spreadsheets and ad dashboards.
What we did
Strategy first. Then the build.
Mapped the buying journey from first click to signed contract with the founders and head of sales
Defined lead scoring and routing rules by company size and intent
Wrote the trial onboarding and nurture sequences in the product's tone
Agreed the pipeline stages and the numbers reported to the board each month
Demo requests book straight into the right rep's calendar, with round robin by region and deal size.
Every lead is scored on fit and intent, and enterprise prospects reach senior reps first.
Sign ups arrive from the product by webhook and get a sequence of emails and texts that guides them to their first win.
An AI agent answers product questions by email and chat, and hands anything commercial to a person.
One dashboard for pipeline, conversion by channel and revenue, connected to the ad accounts.
The system
What the team sees every morning.
One pipeline, updated by the system as things happen. New enquiries arrive, follow ups go out and deals move on without anyone copying data between tools.
Swipe to see the whole pipeline.
Illustrative screen with invented companies and figures.
How it came together
From review to a system that runs.
We looked at every tool, every journey and where things were getting lost.
A working session with the leadership team to agree the plan and the priorities.
We built the system and moved contacts, companies and open deals out of the old CRM and spreadsheets.
Short sessions for each team, then a phased switch over so nobody lost a day.
Monthly check ins to refine journeys, reports and campaigns as the company grows.
What changes
Before, and after.
FAQ
Questions about this kind of build.
Yes. New sign ups and key product events can be sent to Afoofa by webhook or API, so they land on the right contact and trigger the right follow up.
Sound familiar? Let's fix it properly.
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