Client case study
Building a scalable GTM engine from the ground up for Kaptio.
- Client
- Kaptio
- Engagement
- 18 months
- Role
- Fractional GTM Consultant
- Focus
- Strategy, Operations & Demand Gen
Overview
A good product, no marketing infrastructure.
When I started working with Kaptio, they had a good product and a growing pipeline, but no real marketing infrastructure behind it. No consistent way to track leads, no visibility into what was working, no process to make sure enquiries were followed up on.
The result is a repeatable, data-driven GTM engine that gives Kaptio’s leadership clear visibility into pipeline performance, and gives their sales team a flow of qualified, well-nurtured leads.
The challenge
No systems to scale a strong product.
Like many ambitious B2B SaaS businesses, Kaptio had strong product-market intuition but lacked the systems to scale it. Leads were arriving through multiple channels with no consistent follow-up, the marketing function had no board-level framework, and there was no clear picture of what was working. The business needed someone to own the GTM vision and execute it end-to-end.
What I built.
A comprehensive overhaul of the lead generation, nurture and reporting lifecycle, built for long-term category authority.
Strategy & board reporting
Defined target segments and growth priorities, then built the reporting framework that translates marketing activity into business impact for leadership.
Funnel & lead operations
Tracked INQ, MQL, and SQL stages with source attribution, and automated inbound follow-up so sales only sees qualified ICP prospects.
Nurture, data & segmentation
Enriched the CRM and ran automated email sequences to move the right prospects through the funnel at scale.
Content & SEO
Built a content engine aligned to long-term organic growth and category authority.
Brand & demand gen
Ran LinkedIn campaigns, podcast sponsorships, and industry events, and managed creative agencies to keep the brand consistent in-market.
Voice of customer
Launched an annual survey programme to support retention and product insights that feed back into GTM.
My methodology
How I work.
Embedded partnership
Rather than handing over a strategy document and stepping away, I rolled up my sleeves, owning execution, coordinating with agencies, and staying close to the work.
Infrastructure first
I built the reporting, automation and operational scaffolding that makes marketing measurable and repeatable long after the engagement ends.