HOW WE HELPED SINGLESTORE GENERATE 10,000+ quality leads in 10 months
A webinar-led distribution system that turned existing events into
CLIENT PROFILE
Industry: Cloud Database / Data Infrastructure
Stage: Series F, VC-Backed
Model: Product-Led Growth (PLG)
Team: 201-500 employees
THE PROBLEM
Pain #1: B2B webinars existed but lacked a systematic demand gen motion
Pain #2: Low ROI from organic channels
Pain #3: Low brand awareness in developer communities
THE OUTCOME
Result #1: 10,000+ MQLs Generated Organically
Result #2: $5 Cost Per Lead
Result #3: 50+ Webinars Distributed
Timeframe: 10 months
THE
CHALLENGE
SingleStore was facing specific business challenges. Despite high-quality technical content, they were experiencing:
>> Low organic reach without systematic promotion
SingleStore had invested in creating 50+ high-value technical webinars, but each event generated minimal organic signups. Without a trusted promotional voice in developer communities, webinar attendance remained inconsistent and unpredictable.
>> Unsustainable paid acquisition costs
Typical B2B SaaS paid acquisition was costing $50-150+ per MQL with 18-24 month payback periods. For a product-led growth motion requiring volume, this CAC structure was prohibitive and wouldn’t scale.
>> Limited visibility in target technical communities
Despite being a Series F company with a powerful real-time analytics platform, SingleStore wasn’t breaking through the noise in developer communities. Backend engineers and data architects exploring database solutions weren’t discovering SingleStore organically.
The Core Problem: No systematic, repeatable demand gen motion meant that growth was unsustainable. High-quality technical content existed but wasn’t converting to qualified leads at the volume needed for PLG success.
>> Low organic reach without systematic promotion
SingleStore had invested in creating 50+ high-value technical webinars, but each event generated minimal organic signups. Without a trusted promotional voice in developer communities, webinar attendance remained inconsistent and unpredictable.
>> Unsustainable paid acquisition costs
Typical B2B SaaS paid acquisition was costing $50-150+ per MQL with 18-24 month payback periods. For a product-led growth motion requiring volume, this CAC structure was prohibitive and wouldn’t scale.
>> Limited visibility in target technical communities
Despite being a Series F company with a powerful real-time analytics platform, SingleStore wasn’t breaking through the noise in developer communities. Backend engineers and data architects exploring database solutions weren’t discovering SingleStore organically.
The Core Problem: No systematic, repeatable demand gen motion meant that growth was unsustainable. High-quality technical content existed but wasn’t converting to qualified leads at the volume needed for PLG success.
REV YOUR ENGINES BECAUSE IT’S TIME FOR
THE TRANSFORMATION
BASELINE
Minimal organic MQL generation from webinars
INTERVENTION
Omnichannel influencer-led webinar distribution + follow-up sequences.
OUTCOME
10,000+ MQLs in 10 months
IMPACT
$5 per lead vs. $50-150+ typical paid acquisition
THE
SOLUTION
We implemented a rolling 10-month engagement to own and run a repeatable organic distribution + conversion system around SingleStore’s webinar program. SingleStore owned webinar production and delivery. I owned the organic promotion program on my end including audience segmentation, omnichannel distribution, follow-up sequences, and performance optimization.
Phase 1: Distribution + Conversion Playbook Development (Week 1)
What this included:
Phase 2: Systematic Execution (Months 1-10)
What this included:
What this included:
- Custom webinar operating playbook and cadence: Rinse-and-repeat framework allowing 2-4 webinar promotions (distribution + follow-up) per week with consistent messaging and execution
- Audience segmentation strategy: Targeted messaging for three core personas (data professionals, data leaders, technical founders)
- Value-driven messaging framework: Each promotion included original market research and educational content positioning the webinar as essential technical training (these were not direct-sell sales pitches)
- Channel optimization strategy: Identified LinkedIn, X, email, blog, and YouTube as highest-converting channels for technical audiences
Phase 2: Systematic Execution (Months 1-10)
What this included:
- 2-4 webinar promotions (distribution + follow-up) per week using the established playbook, with some LinkedIn posts reaching 125,000+ impressions
- Custom research and messaging for each event: Market-driven educational content that established authority before pitching webinar attendance
- Omnichannel distribution: Email sends to curated technical audiences, LinkedIn posts for credibility, X threads for conversation, YouTube tie-ins for explainability
- Continuous optimization: Iterative improvements to audience engagement based on performance data
THE
SOLUTION
We implemented a rolling 10-month engagement to own and run a repeatable organic distribution + conversion system around SingleStore’s webinar program. SingleStore owned webinar production and delivery. I owned the organic promotion program on my end including audience segmentation, omnichannel distribution, follow-up sequences, and performance optimization.
Phase 1: Distribution + Conversion Playbook Development (Week 1)
What this included:
- Custom webinar operating playbook and cadence: Rinse-and-repeat framework allowing 2-4 webinar promotions (distribution + follow-up) per week with consistent messaging and execution
- Audience segmentation strategy: Targeted messaging for three core personas (data professionals, data leaders, technical founders)
- Value-driven messaging framework: Each promotion included original market research and educational content positioning the webinar as essential technical training (these were not direct-sell sales pitches)
- Channel optimization strategy: Identified LinkedIn, X, email, blog, and YouTube as highest-converting channels for technical audiences
Phase 2: Systematic Execution (Months 1-10)
What this included:
- 2-4 webinar promotions (distribution + follow-up) per week using the established playbook, with some LinkedIn posts reaching 125,000+ impressions
- Custom research and messaging for each event: Market-driven educational content that established authority before pitching webinar attendance
- Omnichannel distribution: Email sends to curated technical audiences, LinkedIn posts for credibility, X threads for conversation, YouTube tie-ins for explainability
- Continuous optimization: Iterative improvements to audience engagement based on performance data
THE rESULTS
Additional Quantified Outcomes
Cost Efficiency: $5 per targeted, high-quality lead compared to typical B2B SaaS paid acquisition costs of $50-150+ per MQL
Reach Impact: Individual LinkedIn posts generated up to 125,000 impressions each, dramatically expanding SingleStore’s visibility in developer communities
Trial Signup Growth: Drove significant increase in free trial signups through consistent, value-driven webinar distribution + follow-up sequences
System Created: Established repeatable promotion playbook enabling 2-4 webinar promotions per week with minimal internal marketing overhead
Brand Authority: Built grassroots credibility and trust within technical communities through consistent thought leadership and educational content
Cost Efficiency: $5 per targeted, high-quality lead compared to typical B2B SaaS paid acquisition costs of $50-150+ per MQL
Reach Impact: Individual LinkedIn posts generated up to 125,000 impressions each, dramatically expanding SingleStore’s visibility in developer communities
Trial Signup Growth: Drove significant increase in free trial signups through consistent, value-driven webinar distribution + follow-up sequences
System Created: Established repeatable promotion playbook enabling 2-4 webinar promotions per week with minimal internal marketing overhead
Brand Authority: Built grassroots credibility and trust within technical communities through consistent thought leadership and educational content
WHAT THE CLIENT SAYS
” In data & AI, it is a rare find to come across someone as dedicated and adept as Lillian Pierson. Her partnership with us has been nothing short of transformative. Her approach is characterized by a genuine curiosity and a commitment to understanding every facet of our brand. This has enabled her to craft strategies that are not only effective in bringing our product to market but also in ensuring that it resonates with our target audience. We are immensely grateful for her unwavering support and are privileged to have her as our partner. “
MATT BROWN | HEAD OF GLOBAL GROWTH, SINGLESTORE
ENTERPRISE-SCALE MARKETING EXPERTISE
FOCUSED ON EARLY-STAGE STARTUP GROWTH CHALLENGES
I built the demand gen systems that got me to 10% of Fortune 100 brands, 2M+ paid subscribers (Read our wall of ♥), $7+ MIL IN DIRECT REVENUE GENERATED, and 700K+ channel growth… Now I’m helping early-stage startups who need predictable pipeline without burning cash on paid ads.
$750k Revenue Generated
(First Year)
ENTERPRISE CONSULTING
CASE STUDY
10,000+ MQLs Organically
(Zero Paid)
SERIES F DATABASE CO.
CASE STUDY
200x User Growth
(in 90 Days)
VC-BACKED DATA SAAS
CASE STUDY
