Services
Marketing for subscription SaaS

200 signups → 3 paid users It's wrong marketing

Most SaaS teams optimize only first steps

In subscription SaaS, revenue lives after the signup:
in activation, conversion, and retention.
Entry model alone creates a 3× difference in paid conversion,
and every step below compounds that impact on ARR.

Subscription SaaS funnel with benchmarks

Signup and Conversion benchmarks: ChartMogul, Jan 2026. The 37.5% activation rate is a niche benchmark.
Your number may vary significantly by product type.

SUBSCRIPTION SAAS NEEDS A DIFFERENT KIND OF MARKETING

What we see in subscription SaaS

✕Acquisition is optimised for signups, not for paying customers

✕No real payback visibility: CAC is tracked, LTV is unknown.

✕Trial activation is owned by product, with no connection to marketing

✕Churn is handled reactively, not designed into the funnel from the start

✕Channels run in silos and are not aligned to ARR

What we do differently

✓Align acquisition channels with trial profiles that actually convert

✓Define CAC and payback from actual paid revenue, not from MQL counts

✓Build activation and onboarding flows as part of the marketing system

✓Design retention touchpoints before churn signals appear

✓Build attribution that ties every channel to ARR, reviewed weekly

Our experience with subscription SaaS

/ B2B SaaS

Xappex scale-up

Data connector for Salesforce and HubSpot.

Results

+59% YoY growth acceleration

over a 12-month fractional CMO team engagement

Services

Strategic foundation Growth Strategy Funnel Design Performance Marketing CAC and Payback

view case

/ B2C SaaS

WorldChess scale-up

Global chess brand and digital platform.

Results

Automated CRM workflows underway

Results and metrics are under NDA

Services

Lifecycle and behavioral email flows Automatizations

/ B2C SaaS

3Commas scale-up

Cryptocurrency trading platform.

Results

Performance marketing opportunities mapped and prioritized

Google Ads, Meta Ads, and X Ads assessed with a clear remarketing framework.

Services

Consulting Acquisition funnel design Channel Prioritization

WE DON'T SPECIALIZE in one niche

30+

customer interviews per engagement

Two companies within the same niche can look identical on paper but behave completely differently. Niche experience doesn't tell you who actually pays for your product because patterns are built on someone else's buyers.

Every engagement starts with customer interviews: real talks or transcript analyses. That's where the real ICP comes from.

How we deliver results

Strategic Foundation

Before any channel work, we establish the strategic clarity the whole system depends on.

What we do

Audience Research Segmentation Positioning Value Proposition ICP Definition Messaging per ICP Use-case Framing

Output:
ICP + positioning

System Design

We build the marketing architecture that turns strategy into a plan — before a single euro is spent.

What we design

CJM Website Structure Funnel Design Unit Economics Channel Prioritization Budget Allocation Logic SEO & AIEO Strategy Paid Acquisition Strategy Content Marketing Strategy

Output:
ROMI-ranked roadmap

Execution

Specialists run acquisition and lifecycle in 2-week sprints, strategy-aligned throughout.

What we run

Acquisition

Google Ads LinkedIn Ads Meta Ads SEO AIEO CRO AI-assisted Creative Vendor Management

Lifecycle & Retention

Trial-to-Paid Optimization Behavioral Email Flows Retention programs Automations

Output:
Live campaigns + reports

Revenue Impact

Every channel traced to closed ARR. CAC and payback from revenue, not MQL counts.

What we measure

Revenue by Channel Revenue Forecasting CAC & Payback

Output:
Revenue ownership

+59%

YoY ARR growth
12-month engagement · Xappex

How We Work

From first call to owned pipeline in 90 days

Growth call

30-60 min with Renata. We talk through where your product is right now: entry model, current conversion numbers, and what you've already tried. No pitch, just an honest conversation about whether your growth problem is something we can actually solve.

You'll leave with a clearer picture of where the funnel breaks, even if we don't move forward.

Diagnostic + plan

We map your full funnel from traffic to renewal. We look at acquisition channels, signup flow, activation rate, conversion model, and churn signals.

The output is a written diagnostic: what's working, what's leaking revenue, and a prioritised plan for the first 90 days. This is the document we agreed on before starting work.

Pilot (2–3 months)

We start with the highest-leverage layer, usually activation or conversion, not more traffic. Each sprint has clear deliverables and a defined metric we're moving. You'll also get a sense of how we work together and whether we're the right fit.

By the end of the pilot, you have a working piece of the growth system and real data on what shifts the numbers.

ARR ownership

Free · 30 min · No commitment Start with a call

Tell us where your product is and where growth is stuck. Renata will be straight with you about whether this is something we can actually help with.

Fractional CMO team

Our team combines fractional CMO leadership with specialized hands-on experts and AI to develop and optimize your funnel so it delivers real business growth

Renata Zinnatullina Co-Founder & Growth Director

I work as a fractional CMO on your business. My job is to make sure marketing is connected to revenue, not just to traffic and signup numbers. I hold the strategic thread across all funnel stages, translate what's happening into decisions your team can act on, and make sure we're optimising for ARR.

Jahan Garakhanli Head of marketing

I run the execution layer. I build the marketing system, manage channel experts and vendors, and make sure the strategy actually gets implemented on time and with clear metrics. My background in performance marketing means I can evaluate what's working and what's just spending money.

Eugeny Chumachenko Head of Marketing

I handle execution with a focus on positioning and creative direction. I coordinate channel experts and vendors, run the creative layer of the marketing system, and make sure the message resonates. Performance marketing background keeps it grounded in numbers.

Ready to work together?

Book a growth call