Case Study
Artwork Flow
How We Helped Artwork Flow Unlock Platform-Specific Demand for a Niche SaaS Product — Across LinkedIn, Google & YouTube
Artwork Flow, a brand originally incubated by Bizongo and now acquired by Esko, offers a collaborative creative operations platform for marketing and packaging teams. It solves a niche but critical workflow problem — compliance, versioning, and approvals across complex asset chains. Despite a great product, awareness was low, category language was inconsistent, and performance marketing efforts lacked structure and channel clarity.
Key Business Challenge
Build a cross-platform paid acquisition engine that could seed the problem, capture active demand, and convert marketing and packaging decision-makers — all in a category with no high-search-volume keywords and no broad interest-level content triggers.
Campaign
Lead Gen - North America, EMEA, APAC
Industry
MarTech SaaS
Key Growth Levers
Before Scaling Paid Media, We Diagnosed
Why Their Funnel Wasn’t Performing Across Channels
Intent-Capture Was Undercooked
Google Search wasn’t fully leveraged — the brand wasn’t bidding on high-intent alternatives, nor on queries like “creative operations platform” or “packaging artwork approval tool.”
Platform Roles Were Not Defined
YouTube was being under-utilized as a top-of-funnel education tool; LinkedIn ads lacked ICP granularity, leading to wasted impressions on generic marketers.
Landing Page Disconnect
The same landing environment was being used across channels, despite different narrative depths — leading to high drop-offs, especially from YouTube and LinkedIn.
From Generic Ad Buys to a GTM Engine
We Built a Platform-Led Performance System
Search = Demand Capture
Identified and structured mid-intent terms (“digital artwork management software”, “marketing asset compliance”), competitor brand terms, and workflow problem searches. Campaigns were optimized for SQLs, not just CPLs.
LinkedIn = ICP Isolation
Targeted only packaging heads, brand managers, and marketing ops teams at CPG and FMCG firms. Messaging focused on compliance risk, approval delays, and ROI of faster GTM.
#ROI
Strategic Framework
We engineered a media playbook with channel-specific jobs to be done, creative logic, and funnel segmentation.
YouTube = Problem Education
Built top-funnel campaigns showing the real cost of fragmented asset management — using motion graphics to dramatize typical “version chaos” in brand teams. CTA led to educational middle-funnel assets (not demo push).
Landing Layer Control
Designed modular LPs per platform: Google → demo-focused; LinkedIn → narrative-led with case snippets; YouTube → value education with soft CTA (eBook, explainer series).
Each channel had its own conversion objective and pacing logic. Search didn’t cannibalize LinkedIn; YouTube didn’t just run for awareness. Messaging carried forward platform-native triggers: urgency on Google, role-specific friction on LinkedIn, visual education on YouTube. The result: a full-funnel system that respected platform behavior and decision complexity.
Over 24 Months,
Here Were Our Results
The most profitable SQL stream came from LinkedIn campaigns targeting packaging heads — a non-obvious ICP that emerged from ad response patterns.
This unlocked a new segment where demos had 3x higher closure rates than generic marketing leads.
Our Learnings
We Don’t Just Run Ads for SaaS
We Architect Channel-Native Growth With Buyer-Specific Logic.
Creative complexity ≠ funnel progress. YouTube is for problem seeding, not selling.
Each platform needs a distinct job-to-be-done — blending intent layers reduces efficiency.
In low-search-volume SaaS categories, intent architecture matters more than media budget.
SaaS performance = persona clarity × platform-native narrative × funnel modularity.
For us, SaaS performance marketing isn’t about demand gen vs capture — it’s about platform-fit orchestration that drives decision clarity.
