01
Two offers required different paths to conversion
The company offered data and technology consulting alongside an analytics SaaS product. Saura Labs developed a proposed acquisition plan for each offer, with separate audiences, messaging and conversion goals.
Consulting services
- What buyers needed
- Confidence that a partner could deliver a defined project.
- Target buyers
- Technology, data and operations leaders with a defined initiative, including executive sponsors and technical evaluators.
- Positioning
- A specialist partner for scoping and delivering data and technology projects.
- Creative and offer
- A project-scoping brief for sponsors and a delivery walkthrough for technical evaluators.
- Conversion goal
- A project inquiry that sales can qualify for fit, scope and timing.
Analytics SaaS
- What buyers needed
- To see the product work for a task their team already handled.
- Target buyers
- Analytics and operations practitioners and the team leads evaluating tools for them.
- Positioning
- An analytics product teams can evaluate against a workflow they already manage.
- Creative and offer
- Short workflow demos with a dedicated landing page for each priority audience.
- Conversion goal
- A trial registration, followed by a first meaningful action in the product.
Engagement scope: strategy development. The consulting workstream was proposal-only.
02
Search captured buyer intent; ABM focused on named accounts
The proposed account-based marketing approach ran in three steps.
- 01
Select accounts with a buying trigger
Prioritize companies hiring for data roles or announcing a modernization initiative where outside delivery support could be relevant.
- 02
Map the buying group
Give executive sponsors a business case and technical evaluators a delivery approach. Use direct outreach for priority accounts and LinkedIn ads for groups with similar needs.
- 03
Connect engagement to sales follow-up
Route prospects to a project-scoping page. Record account fit, project need and timing in the CRM, and track inquiries separately from qualified opportunities.
| Channel | Role in the proposed plan |
|---|---|
| Google Search | Route consulting searches to service pages and SaaS use-case searches to trial pages. |
| Paid company and role targeting for consulting ABM. Organic content kept consistent across the brand through expert perspectives and product workflows. | |
| Meta and Google Display | Retarget engaged SaaS visitors with relevant demos or trial reminders. Exclude trial users and limit frequency. |
| SEO and AI visibility | Publish indexable service pages, workflow guides and factual FAQs that answer buyer questions. |
03
A four-month media plan that doubled monthly spend
The plan takes monthly paid media from CAD 2,500 to CAD 5,000, for a total of CAD 15,500 across months one to four, and holds CAD 5,000 a month as the run rate from month four onward.
| Month | Total | Google Search | Retargeting | |
|---|---|---|---|---|
| Month 1 | CAD 2,500 | 1,600 | 900 | — |
| Month 2 | CAD 3,500 | 2,100 | 1,100 | 300 |
| Month 3 | CAD 4,500 | 2,600 | 1,300 | 600 |
| Month 4 | CAD 5,000 | 2,800 | 1,400 | 800 |
| Total | CAD 15,500 | 9,100 | 4,700 | 1,700 |
Month 1 prioritizes Search and LinkedIn to test keywords, account groups and creative. Month 2 adds retargeting as audiences become eligible. Months 3 and 4 reserve incremental spend for campaigns that show stronger lead quality or trial activation. Retargeting splits into CAD 1,100 on Meta and CAD 600 on Google Display.
04
The model: 49 consulting leads and 54 SaaS trials
The four-month media plan base case, offer by offer.
Consulting services
- Modelled first-year ROAS
- 5.2×–6.5×
- Modelled volume
- 49 project inquiries
- Paying customers
- 2 client wins
- Paid media investment
- CAD 9,250
- Blended acquisition cost
- CAD 188 per lead
- First-year revenue per customer
- CAD 24,000–30,000
- Modelled first-year revenue
- CAD 48,000–60,000
Analytics SaaS
- Modelled first-year ROAS
- 2.9×
- Modelled volume
- 54 trial registrations
- Paying customers
- 5 subscribers
- Paid media investment
- CAD 6,250
- Blended acquisition cost
- CAD 115 per trial
- First-year revenue per customer
- CAD 3,600
- Modelled first-year revenue
- CAD 18,000
ROAS uses first-year revenue from paying customers and excludes open pipeline. SaaS assumes 12 paid months at CAD 300 per month. Acquisition costs use unrounded modelled volumes. These are model outputs, not achieved results.
05
Organic discovery and AI visibility
Organic discovery could add CAD 31,200–37,200 in first-year revenue. Consulting content focuses on service pages and project-scoping FAQs; SaaS content focuses on use-case pages and workflow guides.
Consulting services
- Content focus
- Service pages and project-scoping FAQs
- Four-month estimate
- 12 project inquiries, 1 assumed consulting client
- Estimated first-year revenue
- CAD 24,000–30,000
Analytics SaaS
- Content focus
- Use-case pages and workflow guides
- Four-month estimate
- 18 trial registrations, 2 assumed subscribers
- Estimated first-year revenue
- CAD 7,200
- 30
- Buyer questions tested in AI answers
- 5
- Answers mention the company or product
- 3
- Answers cite a company page
The company or product appears in AI answers to 5 of 30 buyer questions, and 3 of those answers cite a company page. Mentions and citations show visibility; the revenue estimate comes from the assumed customer wins above. After SEO, content and customer delivery costs, the organic estimate leaves CAD 9,000–11,400 before company overhead.
06
The takeaway for SaaS and consulting teams
When one company sells both a service and a product, the two rarely share a buyer, a message or a conversion point. Giving each its own path, from audience and creative to landing page and CRM stage, keeps one offer from diluting the other.
Modelling acquisition cost and first-year return before spending turns the media plan into a decision you can defend, and testing buyer questions in AI answers shows how visible the brand already is where research now starts.
