How a Performance Marketing Agency Doubled Closed-Won Deals by Building Marketing Infrastructure Mid-Growth

Most marketing analytics platforms target enterprise buyers with large budgets and dedicated data teams. This company filled a gap for smaller businesses with the same need but fewer resources. A serial entrepreneur built the platform to serve them.

“Our approach is that social data can help any small business, and we provide products to get those businesses started.”
— Chris, Brand Director

Targeting small businesses and early-stage startups meant lower average order values and a requirement for high-volume customer acquisition. To grow sustainably, the company needed to optimize acquisition and push existing users toward premium offerings.

The company had a growing user base but wasn’t converting them to paid products. The marketing team came from other disciplines and learned demand generation and marketing technology (MarTech) best practices on the job. Neither sales nor marketing had the automation or reporting infrastructure to move at scale. That’s where a performance marketing agency changes the trajectory.

“We didn’t really know how to get started. We didn’t know how to do our own growth hacking. We had users, we just weren’t doing anything with them. We weren’t pushing them to buy our premium offerings.”
— Chris, Brand Director

Opascope built marketing infrastructure while the company was in a rapid growth phase, with no room to slow down. Working with sales and marketing in parallel, Opascope laid out a strategic roadmap and executed it with minimal disruption.

Rather than treating the entire user base as one audience, Opascope segmented contacts into cohorts based on behavior and product usage. Each cohort received nurture campaigns tailored to where they were in the buying journey, moving free users toward premium offerings with relevant content at each stage. Opascope built similar cohort-based systems that drove 63 enterprise deals through email nurture for a post-spinoff SaaS company.

The team gained visibility into which touchpoints influenced conversions. For the first time, the company could trace a closed deal back through the marketing interactions that contributed to it. This made ad spend accountable, gave leadership ROI visibility across the funnel, and informed paid media budget allocation to the channels that performed. Opascope has applied the same attribution-first approach to rebuild attribution for a B2B data company before its acquisition and rebuild Marketo infrastructure before a $300M acquisition.

Opascope introduced a structured test-and-learn process. The team moved from intuition-based decisions to data-driven ones, testing messaging, creative, and targeting systematically rather than changing variables without measurement. That discipline is what a performance marketing agency brings to a scaling company that’s been winging it.

The company’s closed-won opportunities more than doubled in the first quarter of working together.

• Closed-won deals more than doubled in Q1
• Attribution tracking implemented from ad spend to revenue
• Structured A/B testing process in place
• Cohort-based nurture campaigns operational

Chris credits Opascope with reshaping the company’s entire marketing approach, from how they structure email campaigns to an organic strategy that drives high-quality traffic.

“We put a lot on Opascope. And they delivered all of it in very short order.”
— Chris, Brand Director

Can a performance marketing agency help with attribution?

Yes. A performance marketing agency should have deep expertise in multi-touch attribution, connecting every stage of the customer journey to the marketing interactions that influenced it. Opascope built attribution tracking for this client that traced ad spend directly to closed-won deals, giving leadership the data to allocate budget to the channels that actually performed.

How does multi-touch attribution improve marketing ROI?

Multi-touch attribution maps every touchpoint in a customer’s journey to the conversion event, showing which channels and interactions actually drive revenue. Without it, marketing teams allocate budget based on intuition or last-click data, which overspends on bottom-funnel channels and underspends on the awareness and nurture stages that create demand.

What is the difference between lead generation and closed-won optimization?

Lead generation focuses on filling the top of the funnel with prospects. Closed-won optimization focuses on the full pipeline, improving how leads move through each stage from initial contact to signed deal. A performance marketing agency that only generates leads without building the pipeline infrastructure often delivers volume without revenue.

Why is A/B testing infrastructure important for scaling companies?

Scaling companies make dozens of marketing decisions weekly, from messaging to audience targeting to creative. Without structured A/B testing, those decisions are based on intuition, and bad calls compound as spend increases. Testing infrastructure gives marketing teams a framework to validate decisions with data before committing budget.