Case studies overview
| Company | Industry | Market | Role | Headline result |
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| Xylo AI | Fintech platform for financial advisors | North America (Minneapolis, US) | GTM and Growth Marketing Manager | Pipeline grew 3x in six months |
| Tappstr AI | AI startup | Amsterdam, Netherlands | Growth Marketing Manager | Organic traffic +50%, community +70% |
| ZEPCAM | Body-worn camera and video evidence systems | Delft, Netherlands | Growth Marketing Manager | Channels tied to revenue and customer lifetime value |
| MetaWorks AI | Early-stage Web3 platform | Berlin, Germany | Growth Manager | GTM motion defined; growth through partnerships and community |
Across fintech and AI companies, the outbound systems I built generated more than $5M in qualified pipeline, with well-targeted sequences reaching 2 to 5% reply rates. Results are stated only where they were measured.
Xylo AI case study: fintech go-to-market that grew pipeline 3x in six months
| Company | Xylo AI: Fintech platform for financial advisors |
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| Market | North America (Minneapolis, US) |
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| Role | GTM and Growth Marketing Manager, Jun 2024 to Sep 2026 |
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| Headline result | Pipeline grew 3x in six months |
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The situation
Xylo AI sells a fintech platform to financial advisors across North America. Regulated buyers like advisors have long, compliance-gated sales cycles, so the company needed a go-to-market engine that turned market strategy into qualified pipeline, not just traffic.
What I did
- Owned go-to-market end to end, from market strategy and the ideal customer profile through to qualified pipeline.
- Built a multi-channel demand system across outbound, SEO, paid acquisition, partnerships and community programs, instead of betting on one channel. See demand generation vs lead generation for how the pieces fit.
- Ran outbound as a system: account lists, enrichment and personalized sequences, the approach behind the B2B cold email sequence guide.
Results
Pipeline grew 3x in six months.
What other teams can take from it
For regulated B2B buyers, one channel rarely fills the pipeline on its own. A deliberate mix, anchored by a sharp ICP and a clear go-to-market strategy, compounds faster than scaling the first channel that works. This is the kind of work I now do as a fractional head of growth.
Tappstr AI case study: SEO and community growth for an AI startup (+50% organic traffic)
| Company | Tappstr AI: AI startup |
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| Market | Amsterdam, Netherlands |
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| Role | Growth Marketing Manager, Oct 2023 to Apr 2024 |
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| Headline result | Organic traffic +50%, community +70% |
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The situation
Tappstr is an AI startup in Amsterdam. It needed visibility in a crowded AI market and a base of engaged users and partners, on a startup budget.
What I did
- Built the SEO infrastructure so content could rank and compound, the approach described in the B2B SaaS SEO content strategy.
- Positioned Tappstr inside the AI ecosystem through strategic partnerships.
- Ran podcasts and webinars to build brand visibility and thought leadership, the same logic as using a personal brand as a GTM channel.
Results
Organic traffic grew 50% and the community grew 70%.
What other teams can take from it
For an early-stage AI company, SEO, partnerships and community reinforce each other: partners and podcasts create mentions, mentions help content rank, and ranking content brings new community members. Today the same work includes making content citable by AI answers; see answer engine optimization and my SaaS SEO and AEO services.
ZEPCAM case study: B2B multi-channel acquisition tied to revenue
| Company | ZEPCAM: Body-worn camera and video evidence systems |
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| Market | Delft, Netherlands |
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| Role | Growth Marketing Manager, Nov 2022 to Oct 2023 |
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| Headline result | Channels tied to revenue and customer lifetime value |
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The situation
ZEPCAM, based in Delft, makes body-worn cameras and video evidence systems for police, security and public-sector teams. Selling technology to professional and public-sector buyers needs several acquisition channels and, above all, proof of which ones produce revenue.
What I did
- Drove multi-channel customer acquisition through an integrated program of SEO, SEM, email, social and affiliate marketing.
- Built measurement frameworks that connect marketing activity directly to revenue and customer lifetime value, so budget decisions follow results rather than activity.
Results
Every channel could be judged on revenue and customer lifetime value, not on clicks or impressions, which made it possible to move budget toward what worked.
What other teams can take from it
Measurement is a growth lever in its own right. Before adding channels, connect each one to revenue and lifetime value; the LTV and CAC calculator, the break-even ROAS calculator and the marketing budget calculator are built for exactly that.
MetaWorks AI case study: Web3 go-to-market and community-led growth
| Company | MetaWorks AI: Early-stage Web3 platform |
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| Market | Berlin, Germany |
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| Role | Growth Manager, Jul 2021 to Oct 2022 |
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| Headline result | GTM motion defined; growth through partnerships and community |
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The situation
MetaWorks AI was an early-stage Web3 platform in Berlin. Like most Web3 products at that stage, it needed a defined go-to-market motion and users who stayed, not just a launch spike.
What I did
- Defined the go-to-market motion, choosing where growth would come from; see the GTM motions in what is GTM.
- Scaled through strategic partnerships and user acquisition campaigns.
- Drove community-driven growth focused on sustainable retention and ecosystem engagement.
Results
A defined GTM motion, with growth built on partnerships, community and retention rather than one-off campaigns.
What other teams can take from it
In community-led markets, retention is the growth strategy: partnerships and campaigns bring people in, but community and ecosystem engagement keep them. The same principle shows up in product-led companies such as Notion and Slack.
What these case studies have in common
- Diagnose before spending. Start from who actually buys and stays; the ICP template is how I do it.
- Pick two or three channels, matched to deal size and buyer, each with a budget and a stop rule.
- Build systems, not campaigns: outbound, SEO, partnerships and community that keep working after launch.
- Measure against revenue, using CAC, payback and lifetime value, not clicks.
That is the same structure as a go-to-market strategy sprint, a fractional head of growth engagement and SaaS SEO and AEO work. For the role behind it, see the head of growth 90-day plan.
Case studies FAQ
What results have you delivered as a growth marketer?
At Xylo AI, a fintech platform selling to financial advisors across North America, pipeline grew 3x in six months under my end-to-end GTM ownership. At Tappstr AI in Amsterdam, organic traffic grew 50% and the community 70%. Across fintech and AI companies, the outbound systems I built generated more than $5M in qualified pipeline.
Which industries do these case studies cover?
B2B SaaS and fintech (Xylo AI), AI (Tappstr AI), B2B and public-sector technology hardware and software (ZEPCAM, body-worn cameras and video evidence systems) and Web3 (MetaWorks AI).
What does a growth marketing case study include?
A useful case study states the company and market, the starting situation, what was actually built (channels, systems and measurement), the measurable result and what other teams can learn from it. Each case study on this page follows that structure and only states results that were measured.
Which services do these case studies relate to?
Xylo AI and MetaWorks AI show go-to-market strategy and fractional growth leadership, Tappstr shows SEO, content and community growth, and ZEPCAM shows multi-channel acquisition and revenue measurement. Those map to the GTM strategy sprint, the fractional head of growth engagement and SaaS SEO and AEO services.
Can I get more detail on a case study?
Yes. Details beyond what is published here, such as the channel mix and timelines, can be discussed on a call, within the confidentiality limits of each former employer.