Global Market Re-calibration
A strategic pivot from volume-based lead generation to high-intent ICP penetration across 4 European territories.
The Situation
Plateaued growth despite increasing ad spend. Generic messaging attracting low-value users.
The Decision
Sunset 40% of underperforming campaigns; re-allocate to localized, authority-driven content silos.
Systemic Growth
A 2.4x increase in sales velocity and a permanent reduction in CAC through higher organic relevance.