
Professional Case Studies
Doubling MQL Volume and Driving 400% ROI Through End-to-End Experience Strategy
FinTech SaaS | B2B | Financial Services
Role /// Head of Digital Experience & CRO
Client /// Global FinTech & Trust Management SaaS
Primary Stakeholders /// CEO, CMO, Head of Product
For an investment of approximately $50,000, my engagement delivered a scalable paid media and digital experience strategy that more than doubled MQL volume (+117%), reduced cost per MQL by 177%, and increased adoption of revenue-critical workflows by 32%—generating a modeled ROI exceeding 400%.
Developed and presented targeted new business proposals and comprehensive project plans to secure executive alignment and budget.
Conducted extensive competitive research and built a refreshed brand positioning, unique selling propositions, and an actionable messaging framework.
Analyzed over 50 hours of recorded sales calls and thousands of sales and support interactions to identify key adoption and retention challenges across customer segments.
Uncovered a lead-to-close maturation period exceeding 88 days, which had never been quantified, revealing critical revenue bottlenecks.
Led persona development and journey mapping workshops with Sales, Marketing, and Product to build a shared understanding of user needs.
Designed detailed customer journeys covering onboarding, adoption, and retention, including in-app guidance for integrations and loyalty program incentives.
Created quarterly cross-functional roadmaps spanning marketing, product-led growth, and brand strategy.
Developed scalable content strategies to capture first-party data for iterative optimization.
Led conversion strategy and UX improvements for the brand website to drive lead generation and reduce acquisition costs.
I replaced reactive, channel-driven tactics with an integrated strategy rooted in data, customer insight, and cross-functional alignment—connecting every initiative to measurable business outcomes.
+75% increase in non-brand conversion volume
+60% ICP lead and close rate growth
+30% improvement in CSAT Faster customer activation and reduced time to value
These results drove a projected ROI exceeding 1,600% in year one alone
What Limited Results Before
The leadership team was highly reactive and lacked foundational processes for data-driven decision making. They had never quantified their sales cycle or segmented customers by behavior and readiness. No research, persona development, or structured experimentation existed prior to my engagement. I effectively operated as their fractional CMO and DX Director to build these capabilities from the ground up.
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