ivicos Case Study

Fractional

Growth

Marketer

5 Star reviews on TrustPilot

ivicos Case Study

ivicos Case Study

Scaling B2B SaaS Growth Through Integrated Marketing

The Challenge

ivicos, a virtual office platform for remote and hybrid teams, faced the common early-stage growth problem: zero organic visibility, inefficient paid campaigns, and disconnected marketing efforts across channels. Despite having product-market fit, they struggled to generate predictable lead flow and were wasting budget on uncoordinated tactics.

Starting Point:

  • No organic search presence
  • Paid campaigns running without clear ROI
  • Messaging inconsistent across website, ads, and sales materials
  • No systematic approach to lead generation
  • Limited marketing resources and budget

The Approach

ivicos needed someone who could own marketing end-to-end rather than coordinating multiple specialists or agencies. I joined as their marketing operator to build and execute an integrated growth system from the ground up.

Phase 1: Foundation (Months 1-3)

I started by establishing clear positioning and messaging that would run through every channel. This meant auditing existing content, analyzing competitor positioning, and interviewing customers to understand what actually drove purchase decisions.

Phase 2: SEO Infrastructure (Months 3-6)

With messaging clarity in place, I built a systematic SEO program:

  • Comprehensive keyword research using SEMrush and Google Keyword Planner
  • Content strategy focused on high-intent, revenue-driving keywords
  • Technical SEO fixes and site optimization
  • Strategic internal linking and site architecture improvements

Phase 3: Paid Acquisition (Months 4-9)

Once organic content was gaining traction, I layered in paid campaigns designed to work together with SEO:

  • Google Ads campaigns targeting high-intent keywords
  • LinkedIn Ads for B2B decision-makers
  • A/B testing across ad copy, landing pages, and targeting
  • Budget optimization based on pipeline velocity and CAC:LTV ratios

Phase 4: Conversion Optimization (Months 6-12)

With traffic flowing, I focused on converting that traffic efficiently:

  • Built and optimized 35+ landing pages in Webflow
  • Created "Alternative to" pages targeting competitor keywords
  • Implemented CRO best practices across key conversion points
  • Developed email automation flows for nurture and reactivation

Phase 5: Activation & Retention (Months 9-18)

Finally, I extended marketing's impact beyond acquisition:

  • Created 20+ instructional videos and onboarding guides
  • Built user education content to improve activation
  • Developed lifecycle campaigns to reduce churn

The Execution

I worked as an embedded operator, executing hands-on across every channel:

  • 40+ multilingual SEO articles (English and German) written, optimized, and published
  • 35+ web pages built and maintained in Webflow
  • 100+ multi-channel campaigns managed via Brevo and HubSpot
  • €600,000+ in ad spend managed across Google Ads and LinkedIn
  • Daily optimization of campaigns, content, and conversion points

The key differentiator was integration. Every piece worked together:

  • SEO keyword research informed paid targeting
  • Ad messaging matched landing page copy
  • Email campaigns reinforced website positioning
  • Onboarding content aligned with marketing promises

The Results

Over 3 years of integrated execution:

Contributed to company growth from €300K to €2M ARR

+150%
Organic traffic growth
72
Top-10 keyword rankings
5.2x
ROAS on paid campaigns
€30
Customer acquisition cost
+40%
Conversion rate improvement
5,000+
Qualified leads generated - converting to €2.5M-€3M in new ARR at a €30 CAC
35%
MQL-to-SQL conversion rate
+48%
Activation rate increase
"

Cornel is highly proactive, detail-oriented, and a pleasure to work with, consistently delivering quality work while taking initiative and improving workflows independently. He also thrived in cross-functional collaboration, working seamlessly with fellow marketers, designers, and developers to align campaigns, visuals, and technical implementations across the team.

Thomas
CEO, ivicos

Beyond the numbers:

The bigger win was building a sustainable growth system. ivicos moved from reactive, disconnected marketing to a predictable acquisition and conversion engine. They could forecast pipeline, optimize budget allocation across channels, and scale efficiently.

Why It Worked

1. Single Owner, Full Accountability

Instead of coordinating multiple vendors, ivicos had one person owning acquisition and conversion end-to-end. No handoffs, no misalignment, no coordination overhead.

2. Integrated Strategy, Not Isolated Tactics

Every channel reinforced the others. SEO informed paid targeting. Paid campaigns tested messaging that informed SEO. Landing pages matched ad promises. Email nurture built on website positioning.

3. Hands-On Execution at Scale

I didn't just create strategy decks. I built pages, wrote content, managed campaigns, analyzed data, and optimized daily. Speed of iteration beat perfection every time.

This Same Model, Now Available Fractionally

The approach that drove these results at ivicos is exactly what I bring to clients now, adapted to fractional engagement:

  • Embedded operator who owns outcomes
  • Integrated execution across SEO, paid, CRO, and messaging
  • Hands-on daily optimization, not monthly reports
  • Single point of accountability for acquisition and conversion

The difference? You get this level of ownership and execution without the full-time cost.

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