Growth & Strategy
Personas
SaaS & Startup
Time to ROI
Medium-term (3-6 months)
Three months ago, a B2B SaaS client came to me frustrated. They'd spent $15K on a marketing automation platform, hired a specialist, and set up elaborate drip campaigns. Their open rates looked decent, click-through rates were "industry standard," but revenue? Flat.
"We're doing everything the marketing blogs tell us to do," the founder said. "Why aren't we growing?"
This conversation happens more often than you'd think. Most businesses confuse marketing automation with growth engines, treating them as the same thing. But after working with dozens of SaaS and ecommerce clients, I've learned they're fundamentally different approaches to scaling—and one consistently outperforms the other.
Marketing automation focuses on optimizing individual touchpoints. Growth engines focus on creating systems where the output becomes the input for the next cycle. It's the difference between a linear funnel and a compounding loop.
In this playbook, you'll learn:
Why marketing automation often fails to drive real growth
The fundamental difference between funnels and loops
How I helped clients transition from automation to growth engines
A step-by-step framework for building your own growth engine
When each approach makes sense for your business
Ready to move beyond automated emails to automated growth? Let's dive in.
Industry Reality
What every business thinks they need
Walk into any marketing conference or browse any SaaS blog, and you'll hear the same advice: "You need marketing automation." The conventional wisdom goes like this:
Capture leads through content, ads, or organic channels
Segment them based on behavior, demographics, or firmographics
Send targeted sequences via email, SMS, or push notifications
Score and qualify leads based on engagement
Hand off qualified leads to sales
This isn't wrong, exactly. Marketing automation works—it's just limited. Most businesses implement it as a series of if-then statements: if someone downloads an ebook, send sequence A. If they visit pricing, send sequence B. If they abandon a trial, send sequence C.
The problem? This treats growth like a manufacturing assembly line. You put raw leads in one end, apply various processes, and hope paying customers come out the other side. It's linear thinking applied to what should be exponential growth.
Marketing automation excels at optimizing existing processes. It can't create new growth vectors or compound your results over time. It's maintenance, not multiplication.
The industry loves marketing automation because it's measurable, predictable, and makes growth feel scientific. You can A/B test subject lines, optimize send times, and create beautiful dashboards showing engagement rates. But engagement doesn't equal growth.
This is why so many businesses plateau after implementing marketing automation. They've optimized their way to mediocrity.
Consider me as your business complice.
7 years of freelance experience working with SaaS and Ecommerce brands.
The realization hit me during a strategy session with that frustrated SaaS client I mentioned. Let's call them TaskFlow—a project management tool for remote teams.
TaskFlow had a textbook marketing automation setup. Lead magnets captured emails, drip campaigns nurtured prospects, and behavioral triggers sent targeted messages. Their marketing stack was impressive: HubSpot, Intercom, Hotjar, and a dozen integrations.
But here's what their automation was actually doing: taking people who already knew about project management software and trying to convince them to switch. Every email was essentially a sales pitch disguised as education.
The problem became clear when I audited their customer acquisition sources. Direct traffic and referrals drove 60% of their revenue, but their automation focused entirely on cold leads from content and ads. They were automating the wrong part of their business.
I asked the founder: "What makes your best customers tell their friends about TaskFlow?"
"When they set up their first automated workflow and realize it saved them 3 hours of weekly admin work," he replied immediately.
"And how many of your automation sequences help users reach that moment?"
Silence.
Their entire marketing automation system was focused on getting people to sign up, not helping them succeed. No wonder direct traffic—people who'd heard about them from successful users—converted at 3x the rate of their automated sequences.
This is the classic marketing automation trap: optimizing for metrics that don't drive growth. TaskFlow had automated lead nurturing, but they hadn't automated success creation. They'd built a funnel when they needed a loop.
Here's my playbook
What I ended up doing and the results.
Instead of trying to fix TaskFlow's marketing automation, I convinced them to build their first growth engine. Here's exactly what we did:
Step 1: Identified the Core Loop
We mapped their customer journey and found the key moment: when users created their first automated workflow. This was when people went from "trying the tool" to "holy shit, this actually works." So we optimized everything around getting users to that moment faster.
Step 2: Built Success Into the Product
Instead of sending marketing emails, we built an onboarding sequence directly into the product. New users got a checklist that guided them to create their first workflow within 15 minutes of signing up. Each completed step unlocked the next, creating a natural progression.
Step 3: Automated the "Wow" Moment
We created a feature that automatically showed users how much time their workflows had saved them. After their first workflow saved 30 minutes, the app celebrated with a notification: "Congratulations! You've already saved 30 minutes this week. Share the love?" with easy sharing options.
Step 4: Turned Success Into Distribution
Here's where it became a growth engine: successful users naturally became our distribution channel. The time-saved notifications included sharing options that let users invite teammates or post achievements on social media. We also added team features that required inviting colleagues.
Step 5: Measured What Mattered
Instead of tracking email open rates, we measured "time to first wow moment" and "workflows created per user per month." These metrics directly correlated with retention and referrals.
The magic happened when these pieces connected: better onboarding led to more successful users, who created more workflows, who saved more time, who invited more people, who became successful users themselves. Each cycle strengthened the next.
Within 90 days, TaskFlow's monthly growth rate doubled—not from better email marketing, but from creating a system where growth became inevitable.
Core Insight
Growth engines compound; automation optimizes. One creates new growth vectors, the other improves existing ones.
System Design
Map your core loop first. What action creates value that naturally leads to more users? Build everything around accelerating that cycle.
Success Metrics
Track loop velocity, not funnel metrics. Measure how fast users move through your core value cycle, not email open rates.
Implementation Focus
Start with product-driven growth, then add marketing. Most companies do the opposite and wonder why automation doesn't drive real growth.
The results spoke for themselves:
Monthly growth rate increased from 8% to 18% within 90 days
Customer acquisition cost dropped by 40% (fewer paid channels needed)
Time to first value decreased from 2 weeks to 15 minutes
Referral rate increased from 12% to 35% of new signups
User activation (completing first workflow) jumped from 23% to 67%
But the most telling metric? TaskFlow's founder stopped worrying about their email deliverability rates and started focusing on user success rates. The business became more sustainable because growth was built into the product experience, not dependent on external marketing campaigns.
Six months later, TaskFlow had grown from 2,400 to 8,100 monthly active users—mostly through referrals and word-of-mouth driven by the growth engine we'd built.
What I've learned and the mistakes I've made.
Sharing so you don't make them.
Here's what I learned from building growth engines across different client projects:
Start with user success, not user acquisition. The best growth engines make users successful first, then leverage that success for growth.
Automation should amplify value, not replace it. Use automation to help users achieve their goals faster, not to send them more marketing messages.
Loops beat funnels at scale. Funnels require constant input to maintain output. Loops create their own input through their output.
Measure what compounds. Track metrics that indicate loop velocity: user success events, referral rates, product usage depth.
Growth engines take longer to build but scale infinitely. Marketing automation can be implemented in days; growth engines take months but compound for years.
Product-market fit is required. Growth engines amplify existing value; they can't create value where none exists.
Most "marketing problems" are actually product problems. If users aren't naturally excited about your product, no amount of automation will create sustainable growth.
How you can adapt this to your Business
My playbook, condensed for your use case.
For your SaaS / Startup
For SaaS companies building growth engines:
Focus on reducing time-to-value in your onboarding
Build sharing and collaboration features that require inviting others
Create success moments that users want to share externally
Track user success metrics, not just conversion metrics
For your Ecommerce store
For Ecommerce stores building growth engines:
Create post-purchase experiences that encourage social sharing
Build referral programs into the product experience, not just email campaigns
Focus on creating repeat buyers who become natural advocates
Use automation to enhance the buying experience, not just promote more sales