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Internal Tool · A-05 · v0.6

YieldOS

Let prospects operate the product before they book the demo.
Web & ProductB2B SaaSBento Dashboard
ADEPTA LAB / RUNNING9758 / ADAPTED
Bento Dashboardv0.6 / LAB
FORECAST RISK−18.4%
PIPELINE42qualified
NEXT MOVESHIFTcapacity → intent
MODEL
THE PROBLEM WE ADDRESSWhat if the visitor operates the value before booking a demo?
01Modelled business scenarioCompany and figures are fictional
02Working mechanismBento Dashboard
03Modelled outcomeFor commercial orientation

MODELLED BUSINESS SCENARIO

Let prospects feel the product before the sales call.

BUDGET$35,000 demand-gen / monthPERIOD90-day model
012.9% → 5.1%Demo conversion
02+$310kQualified pipeline
03$486 → $301Cost per demo

Modelled for an interactive forecast demo and role-based pages.

BUSINESS MODEL

What is sold and where the problem starts.

01SCALEMid-market B2B SaaS
02MARKETUnited States and DACH
03PRODUCTRevenue forecasting platform
04REVENUE MODELAnnual subscription, sales-assisted
TASK

Generate more sales-qualified demos without paying for generic software traffic.

STARTING POINT

The website explained features but did not let finance and revenue leaders understand the output for their own company.

TARGET

Raise visit-to-demo conversion above 4.5%, reduce qualified-demo CPA below $340 and create $250k in modelled pipeline.

THE EXPERIMENT STORY

The product could forecast revenue. Its website could not explain why that mattered.

This narrative uses a modelled scenario. The company, budget and outcomes are fictional; the diagnostic and operating logic show how a real engagement would unfold.
  1. 01
    01 / THE BRIEF

    The first symptom was not inside the ad account.

    A polished dashboard and the phrase ‘AI forecasting’ attracted curious clicks, then left finance and revenue leaders to translate features into their own risks. Demo requests stayed soft because the promise never reached a decision they already had to make.

    Mid-market B2B SaaS was selling revenue forecasting platform across United States and DACH. The model was annual subscription, sales-assisted. On the surface, the brief sounded direct: Generate more sales-qualified demos without paying for generic software traffic.

    MODEL
    Annual subscription, sales-assisted
  2. 02
    02 / WEEK ONE

    High-intent, low volume

    The website explained features but did not let finance and revenue leaders understand the output for their own company. The trap was that isolated metrics still looked acceptable: Ad CTR was 0.63%, decision-maker cpc was $9.40, and qualified-demo cpa was $486.

    Exact-category search could not produce the required pipeline alone. That changed the diagnosis. The issue was not one toggle inside an ad account; it was what the system counted as success and which signal reached the team. The work had to connect media to the outcome that actually created business value.

    Qualified-demo CPA
    $486 → <$340
  3. 03
    03 / THE TURN

    Turn one live business question into a small working model before asking for a sales call.

    The first decision was “Split roles.” Create CFO, RevOps and sales-leader narratives around different costly decisions. It was followed by “Interactive proof”: Let prospects upload a simple forecast sample and see an indicative output before booking.

    Expanded into problem-led role campaigns and retargeted sandbox users by observed intent. Once the measurement logic was shared, the team could see what to stop, what needed a different message, and where the real constraint sat in the page, lead handling or product availability rather than traffic.

    FIRST DECISION
    Split roles
  4. 04
    04 / THE BUILD

    Forecast the miss before the board meeting: visualise the expensive surprise the product removes.

    Forecast the miss before the board meeting: visualise the expensive surprise the product removes. The production plan became 3 role-based landing pages, 12 linkedin statics, 6 product demos and an interactive forecast sandbox. The tests were not about abstract taste; they covered board risk, missed target, spreadsheet replacement, forecast confidence and time saved.

    The journey was assembled as one chain: Role-specific ad → Forecast sandbox → Fit qualification → Sales demo. LinkedIn, Google Search, Reddit, Programmatic ABM no longer lived in separate reports, while HubSpot, GA4, PostHog, Clearbit, Metabase connected spend, behaviour and the final outcome. Added progressive company questions and separated product use from demo qualification.

    SYSTEM
    4 channels · 5 tools
  5. 05
    05 / THE DECISION

    Complex software becomes sellable when the buyer can see one expensive decision becoming easier.

    In the model, ad ctr moved from 0.63% to 1.26%, qualified-demo cpa from $486 to $301, and qualified pipeline reached $310k. These are not promises; they make the decision thresholds explicit before real data enters the system.

    Weeks 10–13: Optimize to qualified pipeline. The main conclusion reached beyond a single campaign. For complex B2B, the best landing page was a small product experience that made the sales conversation concrete. That is the logic a real engagement would retain, using the client's actual evidence, constraints and accountable decision makers.

    Qualified pipeline
    $310k

KPI / CTR / CPC / CPA

Not one vanity percentage. The full metric chain.

Every figure in this section is modelled to demonstrate the scenario economics.
01Ad CTR
BEFORE
0.63%
TARGET
1.10%
MODEL
1.26%

Problem-message fit

02Decision-maker CPC
BEFORE
$9.40
TARGET
<$7.50
MODEL
$6.87

Cost of a relevant visit

03Qualified-demo CPA
BEFORE
$486
TARGET
<$340
MODEL
$301

Pipeline acquisition cost

04Visit-to-demo
BEFORE
2.9%
TARGET
>4.5%
MODEL
5.1%

Landing effectiveness

05Qualified pipeline
BEFORE
$0
TARGET
$250k
MODEL
$310k

Potential contract value

STRATEGY

Four decisions that change the economics.

  1. 01
    Split roles

    Create CFO, RevOps and sales-leader narratives around different costly decisions.

  2. 02
    Interactive proof

    Let prospects upload a simple forecast sample and see an indicative output before booking.

  3. 03
    Qualify by fit

    Score company size, CRM, forecast cycle and decision timing.

  4. 04
    Connect pipeline

    Return qualified opportunity and stage value into campaign reporting.

CREATIVE IDEA

Forecast the miss before the board meeting: visualise the expensive surprise the product removes.

PRODUCTION

3 role-based landing pages, 12 LinkedIn statics, 6 product demos and an interactive forecast sandbox.

WHAT WE TEST

Board risk, missed target, spreadsheet replacement, forecast confidence and time saved.

PATH TO OUTCOME

  1. 01Role-specific ad
  2. 02Forecast sandbox
  3. 03Fit qualification
  4. 04Sales demo

WHAT DID NOT GO TO PLAN

Problems are part of the work. So are the fixes.

01

High-intent, low volume

PROBLEM

Exact-category search could not produce the required pipeline alone.

FIX

Expanded into problem-led role campaigns and retargeted sandbox users by observed intent.

02

Demo curiosity

PROBLEM

The interactive tool also attracted students and consultants.

FIX

Added progressive company questions and separated product use from demo qualification.

OPERATING CADENCE

What happens while the project runs.

  1. 01Weeks 1–2

    Interview sales and map lost deals.

  2. 02Weeks 3–5

    Build role pages and sandbox.

  3. 03Weeks 6–9

    Launch intent and role campaigns.

  4. 04Weeks 10–13

    Optimize to qualified pipeline.

MAIN TAKEAWAY

For complex B2B, the best landing page was a small product experience that made the sales conversation concrete.

This demonstrates how we think — it does not fabricate a case study.

This is not a client result; the numbers are sample data. For your project, we adapt the solution, tools and measurement to the task and budget.

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