B2B SaaS · Developer Tools

Founder-led sales. No marketing team, no demand generation, no website traffic beyond the founder's LinkedIn connections. Organic traffic under 200 visits/month. All revenue from inbound referral, 100% of pipeline sourced through personal network, no scalable acquisition. No ICP defined: the founders described their buyer as "any engineering team", a targeting aperture too wide to run paid or content against. Series A round was 6 months away and investors wanted to see scalable demand evidence.

90-day diagnostic to find what was working in founder-led sales: interviewed 12 closed-won customers, identified the two job titles (VP Engineering, Head of Platform) and two company stages (Series B+, 50–200 engineers) where deals had closed fastest and at highest ACV. Built the ICP and positioning around that signal. Defined the content strategy around the buyer's existing problems, not the product features. Built a content engine: 2 long-form technical pieces per month aimed at the VP Engineering buyer, repurposed into LinkedIn posts, email sequences, and a newsletter. Ran LinkedIn paid against the ICP firmographic. Wired HubSpot as the pipeline layer from day 1, every conversation tracked, every source attributed. Set up GA4 + GTM + Looker so demand generation had a weekly performance loop.

Organic traffic: <200 → 12,400 visits/month by month 8, driven by technical content ranking for DevOps and CI/CD queries. 23 enterprise conversations initiated through content + LinkedIn in the 9-month window. Pipeline: ₹5.7Cr from zero, 11 deals in active sales cycles, 3 closed before the Series A. The founders had a pipeline report to show investors for the first time. Hired and onboarded a 2-person marketing team into the system at month 7, they inherited a working attribution stack, a content playbook, and a Looker dashboard. Series A closed with pipeline evidence.