An HR tech platform for field-service teams traded broad brand awareness spend for a narrow, closed-loop pipeline engine.
Fieldwire Ops was running a broad brand-awareness campaign across LinkedIn and display, built around general category messaging. Impressions and clicks looked healthy, but nobody could trace a single closed deal back to a specific campaign. Marketing and sales were reporting from two different sets of numbers, and budget conversations kept stalling on the same question: what is this actually buying us?
Underneath the noise was one search cluster, around scheduling software for field-service teams, that consistently produced Fieldwire's best customers.
Instead of broad awareness, every dollar chased the intent signal that already worked.
Both channels were rebuilt to target the same narrow, high-intent search cluster instead of running separate, disconnected strategies.
Campaign-level tracking was tied directly into the CRM, so every closed deal could be traced back to the ad that started it.
Budget previously spent on broad display was reallocated entirely into the channels that could show a traceable result.
Narrowing focus turned an unmeasurable budget into a predictable pipeline engine.
"Our pipeline went from $180K to $520K in a single quarter, and for the first time marketing and sales are looking at the same numbers. We finally know which campaigns are actually paying for themselves."
A 30-minute audit, no pitch attached.