From Zero US Presence to $4.7M in Enterprise Pipeline
How I built the full-stack US Go-To-Market engine for an R&D tax credit platform, generating 187 qualified demos with CFOs against Big-4 incumbents in just 6 months.
Pipeline Generated
$4.7M
6-Mo US Launch
Enterprise Demos
187
Fully Qualified
Cost Per Demo
$142
50-70% below avg
Demo Show Rate
71%
Nurture-driven
Why Most Enterprise SaaS Companies Fail Their US Launch
Hiring a marketer and running LinkedIn ads does not work for enterprise. The problem is not traffic, it's the absence of a cohesive infrastructure competing against entrenched giants.
The Incumbent Monopoly
The Big-4 consulting firms (Deloitte, PwC, EY, KPMG) control 70-85% of the US R&D tax market. Selling a software-first alternative means convincing CFOs to abandon decades of trusted consulting relationships.
The Complex Buying Committee
Decisions take 60-120 days involving CFOs, Tax Directors, Controllers, and CTOs. Generic lead-gen fails. You need a multi-threaded system delivering the right pain-point message to the right stakeholder.
The Shift
Mid-execution, the target pivoted from UK to US. Every asset—research, copy, compliance framing, VSLs—had to be rebuilt under pressure without losing momentum.
The 7 Full-Stack Systems Built
An end-to-end launch architecture built from research to revenue.
Strategy & Positioning
Mapped Big-4 positioning and defined the core angle: "Audit-ready R&D documentation by design." Framed compliance urgency around IRS Section 174 crackdowns.
Funnel & Copywriting
Wrote the US VSL, built landing pages via Framer, embedded qualification-heavy booking flows, and developed 3 core lead magnets (e.g., Section 174 Guide).
Creative Production
Produced 15 static Figma ads + long-form video ad suites. Coordinated videographers and editors to deliver YouTube-expert style assets.
Tracking & Attribution
Built full-stack GTM tracking for all conversion events, navigating tight dev-team constraints, and laid the groundwork for Hyros implementation.
Meta Ads Architecture
Targeted finance leaders at R&D-heavy companies. Tested multiple hooks per persona. Scaled winners to achieve a $68 Cold CPL for enterprise.
LinkedIn Ads Architecture
Multi-threaded targeting by title (CFO, Tax Dir, Controller). Delivered thought-leadership and specific pain-point creatives achieving $118 Cold CPL.
Signal-Driven GTM Outreach
Built a proprietary outbound engine targeting 800-1,200 US companies via Clay → Instantly → HubSpot. This allowed us to penetrate high-value enterprise accounts that paid ads couldn't reliably capture.
Signal Detection
5 custom Clay frameworks monitoring CFO hires, Section 174 pain, funding events, and Big-4 relationships.
Tiered Sequencing
Hot signals (3+ in 7 days) triggered personalized 5-touch sequences converting at 22% into booked meetings.
The Results
Generated an 8.4% positive reply rate (2X industry avg) and contributed 31% of the total qualified pipeline.
The Implementation Scope
40+ Strategy & Execution Deliverables executed during the 6-month launch phase.
Creative Strategy: UGC & Native
Polished ads were ignored. We switched to raw, native-style TikToks that felt like user content. The result? 2X engagement.
From Cluttered to Converting
Hover over the phones to view the transformation.
- Too many distractions
- Generic stock photos
- Single clear CTA
- Deep social proof
High Performing Static Ads
Clear value proposition + Bright colors + PayPal logo (Trust Signal)
The Proof is in the Data
Platform-specific results breakdown.
Meta Ads
Instantly Outreach Campaign
Infrastructure Impact (6 Months)
Pre-Launch State
- US Market Presence Zero footprint
- Acquisition Channels None operational
- Funnel & Creative Required complete rebuild (UK bias)
- Outbound Capability No signal detection or sequences
The Results
- US Market Pipeline $4.7M in Qualified Opportunities
- Acquisition Engine 187 Booked Enterprise Demos
- Paid Media Efficiency CPLs 45%+ below industry benchmarks
- Outbound Performance 8.4% Reply Rate (2X Avg)
Stop Guessing. Build the Engine.
If you need more than "someone to run ads" - if you need the entire system designed, built, and launched from research through to pipeline - I can build it.
One conversation. I will tell you exactly what infrastructure is missing, what needs to be built, and the order to build it in.