top of page
beth-pavinich-sig-logo.png

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.

Ready to unify your brand, marketing, and product experience into a single strategy that drives sustainable growth? Let’s connect.

Building Experience Strategy ////////////////////

IMPACT

MY PROCESS

OUTCOMES

What I Changed—and Why It Worked //////////////////// 

bottom of page