Increasing MQL-to-SQL Conversion by 18.18% Through Product Repositioning and Targeted Demand Generation
The Company
When I joined Hustlebean, a B2B staffing platform connecting businesses with field sales agents, the company was struggling to generate qualified pipeline. Shortly after I joined, the Sales Manager resigned, leaving marketing responsible for driving demand.
The Challenge
The company was attracting the wrong audience, its messaging wasn't clearly communicating its value proposition, and lead generation efforts weren't translating into qualified sales opportunities
My Approach
I started by repositioning the product—refining the messaging, contributing to pricing improvements, and leading the redesign of the company website to create a clearer buyer journey.With that foundation in place, I reworked our demand generation strategy.
Instead of targeting general tech audiences, I identified companies with physical products as our ideal customers. I built a small marketing team and combined content marketing with targeted industry events to engage decision-makers who were more likely to convert.
The results
The new strategy increased the MQL-to-SQL conversion rate by 18.18%, generated multiple enterprise sales conversations, and led to signed service agreements.
It also validated a clearer product-market fit and a more focused go-to-market strategy.
Tools
LinkedIn Sales Navigator, Figma, Google Sheets
