Berlin (Germany)

CoreLedger AI

Duration

8 Weeks

Situation

Launch & Offer Validation

Primary Channel: Google Search + LinkedIn Ads

The Outcome

Validated a profitable audience segment within 6 weeks. Identified 2 high-converting positioning angles before scaling. No blind budget expansion.

Cost per Qualified Demo

-0%

Reduced during testing phase

Audience Segment

Validated

Within 6 weeks

Positioning Angles

0

Identified before scaling

What Was Happening

The product was new.

The offer was not validated.

Initial campaigns were broad:

generic SaaS targeting
undefined ICP
single positioning message
conversion event = demo request

Leads were inconsistent. CPA was unstable. No clarity on which segment actually valued the product.

It looked like "early traction."

It was uncontrolled experimentation.

Week 1 → Week 8

Economic Snapshot

Cost per Qualified Demo

€482 → €284

Qualified Demo Rate

28% → 54%

Cost per SQL

€1,720 → €713

Demo-to-Opportunity Rate

18% → 33%

Baseline Reality

The account was optimizing for demo submissions.
But demo submissions were not equal.
Students and consultants booking calls
Small teams without budget
Research-driven curiosity leads
No clarity on vertical responsiveness

Constraint

New brand, no established search demand
Competitive fintech and AI positioning landscape
No case studies at launch
Limited total validation budget
Long B2B sales cycle

Leverage Insight

At launch, the objective is not volume. It is learning velocity.

We restructured campaigns around controlled hypothesis testing:

Audience × Industry × Positioning × Pain Angle

Intervention Moves

Segmented campaigns by vertical hypothesis:
- logistics
- fintech
- manufacturing
Tested 4 positioning angles:
- cost reduction
- compliance automation
- operational efficiency
- risk mitigation
Added qualification gating on demo form:
- employee count
- integration stack
- timeline
- annual software budget
Split demo conversion into:
- demo requested
- demo confirmed
- demo qualified (manual tagging)
Shifted bidding only after 40 qualified conversions stabilized
Reallocated budget weekly toward top-performing segment
Removed entire verticals that failed qualification threshold

Proof Set

Cost per Demo (Raw)

€482 → €361

Cost per Qualified Demo

€482 → €284

Qualified Demo Rate

28% → 54%

Cost per SQL

€1,720 → €713

Economics Translation

Assumptions clearly labeled: Average annual contract value: €32,000 Close rate from SQL: 21%

Month 2 SQL volume: Baseline ≈ 4 SQL

Week 8 projection: ≈ 17 SQL per month equivalent

Incremental SQL uplift: 13 per month

Estimated incremental pipeline per month:

13 × €32,000 = €416,000

Modeled closed value: €416,000 × 21% ≈ €87,360

Measurement

Control & Tracking

Demo form split event tracking
Manual SQL tagging in CRM
Weekly vertical performance dashboard
Budget reallocation based on qualified rate

Hypothesis log documenting:

test

result

decision

Growth Trajectory

Next 90 Days

Double budget on manufacturing vertical
Expand into adjacent industrial sub-segments
Introduce case study creative once first contracts close
Begin branded search capture once positioning stabilizes

If you are launching a new offer and running ads without structured validation, you are not scaling.

You are guessing.

We will show you how to compress learning time and identify the segment that actually converts before budget expansion.