HOW WE HELPED SINGLESTORE GENERATE 1,100 quality leads in 10 months

A webinar-led distribution system that turned existing events into

consistent pipeline

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: 1,100+ MQLs Generated Organically
Result #2: $50 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

The average cost per lead for B2B SaaS through paid channels in 2025 was $188, and for software development, that average CPL jumps to $595. What SingleStore was selling was a real-time distributed cloud database for engineers and data infrastructure teams, which is much closer to software development than it is generic B2B SaaS. 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

1,100+ MQLs in 10 months

IMPACT

$50 per lead vs. $595+ 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:
  • 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
Deliverable: Reusable distribution + conversion system that eliminated planning overhead and ensured quality consistency across 50+ webinars.

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
Deliverable: Repeatable, low-touch distribution + conversion system that generated consistent lead flow without requiring internal marketing resources.
BOOK A CALL
openart-image_j_WNMamb_1767860522203_raw

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
Deliverable: Reusable distribution + conversion system that eliminated planning overhead and ensured quality consistency across 50+ webinars.
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
Deliverable: Repeatable, low-touch distribution + conversion system that generated consistent lead flow without requiring internal marketing resources.
BOOK A CALL

THE rESULTS

Additional Quantified Outcomes

Cost Efficiency: $50 per targeted, high-quality lead compared to typical software development industry paid acquisition costs of $595 per lead

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

1,100+ MQLs Organically
(Zero Paid)

SERIES F DATABASE CO.
CASE STUDY

200x User Growth
(in 90 Days)

VC-BACKED DATA SAAS
CASE STUDY

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