From B2B SaaS to consumer digital products: acquisition that answers to pipeline and payback, not sessions. The same P&L discipline we learned running an operation, applied to funnels long enough that only clean data tells you the truth.
In campaign-attributed pipeline
CAC reduction vs. client baseline
Leads generated on consumer products
Aggregate results from campaigns run by the team behind 22Labs for technology companies (2023–2026). Attribution verified against CRM.
Most technology companies can buy visits. What breaks is everything after: leads that sales will not touch, a CAC that nobody has modelled against lifetime value, and attribution so loose that the channel getting credit is simply the last one to be seen. The result is a marketing function that reports growth while the unit economics quietly invert.
Demand generation wired to the CRM from day one, so every optimisation decision is made against revenue rather than form fills.
Only where there is enough deal volume for attribution to mean something. Below that, paid acquisition is guesswork dressed up as a channel strategy, and the honest answer is that you do not need us yet.
It depends entirely on contract value and gross margin, but if you cannot state your current payback period, that is the first thing to fix — before any spend is increased.
Yes. We build on GA4, BigQuery, server-side tracking and whichever CRM you already run. Replacing a working stack is rarely the bottleneck.
Tell us your motion, your average contract value and where the funnel stalls. We reply within one business day.