CASE STUDIES03 · NORTHBEAM CAPITAL
Re-architecting category leadership for a $40M ARR fintech.
We rebuilt Northbeam’s positioning, demand engine, and product narrative — turning a crowded category into a defensible lane.
CLIENT
NORTHBEAM CAPITAL
INDUSTRY
Fintech
STAGE
B2B SaaS · Series B
SERVICES
Positioning, Demand, Product narrative
Growth had stalled in a crowded category.
Northbeam competed against a growing field of similar products. Its messaging blended in, acquisition costs were rising, and enterprise deals were slow to close.
Messaging that sounded like every other competitor
Rising acquisition costs on paid channels
Enterprise deals stalling late in the funnel
THE APPROACH
01
Reposition
A sharper category story built around the outcomes enterprise finance teams care about.
02
Rebuild demand
A demand engine rebuilt around high-intent channels and clear attribution.
03
Align product
A product narrative that carried the same story through sales and onboarding.
WHAT WE DELIVERED
01
Category positioning
A defensible category story and messaging framework
02
Demand engine
Channel mix rebuilt around high-intent search and partners
03
Attribution
Full-funnel tracking from first touch to closed revenue
04
Website
Conversion-focused rebuild of the core site
05
Product narrative
Demo flow, onboarding and sales story aligned
06
RevOps
CRM clean-up, lead routing and pipeline reporting
TIMELINE · 6 MONTHS
WEEKS 1–3
Diagnose
Funnel audit, win/loss and customer interviews
WEEKS 4–8
Frame
Positioning and messaging framework
WEEKS 9–18
Instrument
Attribution, CRM and website rebuild
WEEKS 19–26
Intervene
Demand engine launch and optimization
TOOLS & CHANNELS
SalesforceHubSpotGoogle AdsSegmentWebflowLooker
CLIENT PERSPECTIVE
“For the first time, marketing, sales and product tell the same story — and the pipeline shows it.”
Chief Revenue Officer, Northbeam Capital
THE OUTCOME
312%
PIPELINE LIFT
Qualified pipeline within six months
47%
CAC REDUCTION
Blended cost to acquire a customer
28+
ENTERPRISE DEALS
New enterprise contracts signed