Growth & Strategy
Personas
SaaS & Startup
Time to ROI
Medium-term (3-6 months)
I'll never forget the day my B2B SaaS client called me in a panic. They'd been pouring $15k/month into Facebook ads, seeing decent results, and everything seemed fine. Then Meta's algorithm changed overnight, and their ROAS dropped from 2.5 to 0.8. Their entire growth engine had just collapsed.
Sound familiar? Most SaaS startups make the same mistake: they find one channel that works and double down on it. LinkedIn ads are converting? Pour everything there. Product Hunt launch went well? Keep riding that wave. SEO is bringing in leads? That's the golden ticket, right?
Wrong. The most successful SaaS companies I've worked with don't have a marketing channel - they have a marketing ecosystem. When one channel hits a rough patch, three others are there to pick up the slack.
In this playbook, you'll discover:
Why the "winner-takes-all" channel approach is killing your growth potential
My 3-month cross-channel framework that saved a client from algorithm dependency
The hidden synergy effects that made organic traffic outperform paid ads
How to build attribution-proof growth that survives iOS updates and cookie changes
The exact distribution system I use for SaaS clients to avoid single-channel catastrophe
Industry Reality
What every growth hacker preaches
Walk into any SaaS conference or open any growth blog, and you'll hear the same mantras repeated like gospel:
"Find your one channel and scale it" - Every growth expert tells you to identify your highest-performing channel and pour all resources there. It's efficient, measurable, and makes for great case studies.
"Double down on what works" - The moment you see positive ROAS or CAC payback, the advice is always to increase budget and optimize within that single channel.
"Master one before moving to the next" - The sequential approach suggests you should completely nail LinkedIn before touching content marketing or SEO.
"Attribution tells the whole story" - Most teams live and die by last-click attribution, believing they can track exactly which channel deserves credit for each conversion.
This conventional wisdom exists because it's easier. Managing one channel requires less complexity, fewer team members, and simpler reporting. VCs love it because they can point to clean metrics and clear ROI.
But here's where this approach fails spectacularly: it assumes the digital marketing landscape is stable. It ignores the dark funnel where most B2B buying actually happens. And it creates catastrophic single points of failure.
The reality? Your customers aren't living in channel silos. They're seeing your LinkedIn ad, then Googling your company, reading your blog, checking review sites, and asking colleagues. Your marketing should reflect how people actually discover and evaluate SaaS products, not how your spreadsheet is organized.
Consider me as your business complice.
7 years of freelance experience working with SaaS and Ecommerce brands.
Three months into working with this B2B SaaS client, I was feeling pretty confident. We'd built them a solid website that converted well, their Facebook ads were delivering a respectable 2.5 ROAS with a €50 average order value, and the dashboard looked green across the board.
The client was a bootstrapped startup with a project management tool targeting small agencies. Smart founders, solid product, but like most SaaS companies, they'd fallen into the single-channel trap. Facebook was their entire growth engine - about 80% of their new customers came through Meta's platform.
Then reality hit. Hard.
Facebook's algorithm shifted. Their ads that had been converting beautifully for months suddenly stopped working. ROAS plummeted overnight. CPCs doubled, then tripled. The founders watched their customer acquisition costs spiral while their pipeline dried up.
But here's the thing that really opened my eyes: while Facebook was claiming credit for conversions through their attribution model, I suspected something deeper was happening. The user behavior didn't match the attribution data. People were finding the company through multiple touchpoints, but Facebook was getting all the credit because it was the last click.
This is when I realized we had a much bigger problem than just "Facebook ads not working." We had built a marketing strategy around a lie - the lie that customer journeys are linear and attribution tools tell the complete truth.
The real challenge wasn't fixing their Facebook campaigns. It was building a distribution system that could survive algorithm changes, iOS updates, and the increasingly complex reality of how B2B customers actually discover and evaluate SaaS products in 2025.
Here's my playbook
What I ended up doing and the results.
Instead of trying to "fix" the Facebook ads, I took a completely different approach. Over three months, I built what I call a distribution ecosystem - multiple channels working together, creating cross-pollination effects that made the whole greater than the sum of its parts.
Month 1: The SEO Foundation
First, I completely restructured their website architecture. Instead of thinking like a traditional "homepage-first" site, I rebuilt it as an SEO-first system where every page could be a potential entry point.
We created 40+ pages targeting long-tail keywords their customers were actually searching for: "project management for creative agencies," "how to track billable hours for clients," "agency workflow automation." Each page was designed not just to rank, but to convert visitors into trial users.
The key insight: we weren't just creating content for SEO - we were creating multiple front doors to the business.
Month 2: Content Distribution Network
Next, I helped them develop content that could live across multiple platforms. Instead of writing blog posts that lived on their site, we created content that could be:
A detailed LinkedIn post from the founder
A Twitter thread breaking down key insights
A blog post with SEO optimization
Email newsletter content for their list
Comments and discussions in relevant communities
This wasn't about posting the same content everywhere - it was about creating interconnected touchpoints that reinforced each other.
Month 3: The Cross-Channel Amplification
Here's where the magic happened. Instead of running isolated campaigns, we connected everything:
When someone engaged with a LinkedIn post but didn't convert, they'd see retargeting ads on Facebook. When they visited the website from Google search, they'd get personalized email sequences. When they downloaded a lead magnet, they'd see the founder's content in their LinkedIn feed.
We also implemented what I call "dark funnel tracking" - surveys asking new customers how they heard about us, combined with UTM parameter analysis and user session recordings. This gave us a much more accurate picture of the real customer journey.
The breakthrough moment came when we realized that organic traffic was consistently outperforming paid traffic - not because paid ads weren't working, but because the combination of multiple touchpoints was warming up prospects before they ever clicked a paid ad.
Attribution Myth
Most SaaS companies believe attribution tools tell the complete story, but customers actually experience 7+ touchpoints across multiple channels before converting.
SEO Compound
Search traffic becomes your most valuable channel because it intercepts people already researching solutions, creating higher-intent leads than paid ads.
Cross-Pollination
When LinkedIn content drives Google searches, which lead to email signups, which warm up prospects for Facebook retargeting - each channel amplifies the others.
Dark Funnel
60% of B2B purchase decisions happen in conversations and research that your analytics can't track - cross-channel presence captures more of this hidden activity.
The transformation was dramatic. Within 90 days, we went from dangerous single-channel dependency to a robust multi-channel system:
Traffic Distribution Shift:
Month 1: 80% Facebook, 15% direct, 5% organic
Month 3: 35% organic search, 25% Facebook, 20% LinkedIn, 15% direct, 5% email
The Facebook "ROAS" Illusion:
Here's the fascinating part: Facebook's reported ROAS jumped from 2.5 to 8-9, even though we hadn't improved their ads. Why? Because SEO was driving significant traffic and conversions, but Facebook's attribution model was claiming credit for organic wins when people had previously seen Facebook ads.
True Business Impact:
Total monthly recurring revenue increased by 140% over 3 months, but more importantly, the business was no longer vulnerable to single-channel catastrophes. When iOS 14.5 rolled out and decimated Facebook tracking for many companies, our client barely felt it.
The real victory wasn't the growth numbers - it was the resilience. They now had a marketing system that could survive algorithm changes, platform policy updates, and competitive pressure because no single channel controlled their fate.
What I've learned and the mistakes I've made.
Sharing so you don't make them.
1. Stop Believing Attribution Fairy Tales
Your analytics dashboard is lying to you. B2B customers experience an average of 7+ touchpoints before converting, but most attribution models only capture the last one or two. Start tracking the "dark funnel" through surveys, conversation analysis, and multi-touch attribution.
2. Build for the Real Customer Journey
Customers don't experience your business in channel silos. They see your LinkedIn ad, Google your company, read your blog, check review sites, and ask colleagues. Your marketing should create consistent, valuable experiences across all these touchpoints.
3. Create Cross-Channel Amplification
The magic happens when channels work together. SEO content that ranks well becomes social media content. Social engagement drives direct searches. Email subscribers become your best Facebook custom audience. Plan for synergy, not isolation.
4. Embrace the Messy Reality
Clean attribution and simple reporting are fantasies. The most successful SaaS companies I work with have accepted that customer acquisition is messy and unpredictable. They focus on building comprehensive presence rather than optimizing individual channels.
5. Plan for Platform Independence
Every advertising platform will eventually change its rules, algorithm, or pricing. Every social media platform will eventually decline. Build your marketing strategy assuming that any individual channel could disappear tomorrow.
6. Quality Over Quantity in Channel Selection
Don't try to be everywhere at once. Pick 3-4 channels where your ideal customers actually spend time, and create meaningful presence there. It's better to be excellent on LinkedIn, Google, and email than mediocre across 10 platforms.
7. Test the Uncomfortable Truth
If you're afraid to pause your highest-performing channel for a week, you're too dependent on it. The strongest marketing systems are the ones that can lose any individual component and still function.
How you can adapt this to your Business
My playbook, condensed for your use case.
For your SaaS / Startup
For SaaS startups implementing cross-channel promotion:
Start with content: Create valuable insights that can live across LinkedIn, your blog, email, and search results
Build email early: Every visitor should have multiple opportunities to join your newsletter
SEO for the long game: Target keywords your ideal customers search for when evaluating solutions
Track beyond last-click: Use surveys and conversation analysis to understand the real customer journey
For your Ecommerce store
For ecommerce implementing cross-channel strategies:
Product-focused SEO: Create pages targeting "[product] reviews," "[product] vs alternatives," and buying intent keywords
Social proof distribution: Share customer photos and reviews across Instagram, Pinterest, and Facebook to build trust
Email segmentation: Different product interests need different content and promotion strategies
Seasonal coordination: Align paid ads, organic content, and email campaigns around shopping cycles