Case Study
Qyrus by Quinnox
How We Helped Qyrus Craft a Demand Engine for an Enterprise SaaS Product in a Category That Buyers Didn’t Know Existed Yet
Qyrus, a product by Quinnox, is an intelligent, no-code test automation platform built for enterprise-grade quality engineering teams. It combines speed, integration, and collaboration in a space still largely dominated by legacy solutions like Selenium and manual test infra. Despite product maturity, awareness was near-zero, and the category lacked immediate pull among time-starved engineering decision-makers.
Key Business Challenge
Create demand and positioning from scratch in a category where the need was latent, not urgent — and where buyers didn’t know they were searching for something like Qyrus.
Campaign
Lead Gen - North America, Europe
Industry
Tech SaaS - B2B
Key Growth Levers
Meta Ads | Google Ads | LinkedIn Ads | Bing Ads
Before Launching Campaigns, We Diagnosed
What Was Blocking Demand Conversion
Abstract Product Messaging
Early positioning used words like “agile”, “faster testing”, “cloud-native” — too broad to stick with technical audiences evaluating ROI.
Unclear Buyer Profile
Targeting was fragmented: developers, QA heads, CTOs — each with different pain points and purchase triggers, but treated as one.
No Funnel Conditioning
Inbound leads (when they came) were not warmed. There was no pre-demo narrative to explain Qyrus’ edge vs legacy or point tools.
We Didn’t Just Run SaaS Ads
We Built a GTM Narrative That Created Intent
Persona-Specific Narrative Design
Created separate landing journeys for 3 buyer personas — QA Engineers, Product Managers, and CTOs — with pain-point-led hooks and role-specific benefit language.
Problem-Led Content Ecosystem
Designed campaigns that didn’t sell Qyrus, but highlighted cost/time of broken testing processes — opening the door for Qyrus as the solution.
#ROI
Strategic Framework
Our market entry strategy was built on four strategic pillars.
Demand Gen x Demand Capture Split
Meta and LinkedIn used for thought leadership and whitepaper-led demand gen; high-intent search (e.g., “automated testing tools for enterprise apps”) on Google was used purely for lead capture.
Pre-Demo Conditioning Flows
Post-lead capture, we layered email and WhatsApp workflows that explained Qyrus’ modular structure, integration capabilities, and case studies — warming users before sales touched base.
Instead of trying to “sell the product,” we built mental shelf space for the category. We let the problem do the talking. Campaigns seeded pain awareness (“Why testing delays kill DevOps”) and then softly introduced Qyrus as a fit. Conversions rose not because of discounts or urgency — but because users finally saw relevance.
Within 6 Months of Launch
Here Were Our Results
One of the strongest responses came from mid-level QA heads, not CXOs — showing us that bottom-up advocacy was more effective than top-down in this category.
Campaigns are now structured to support this evangelism model at scale.
Our Learnings
We Don’t Just Launch SaaS Ads
We Architect Category-Level Relevance.
If a product is ahead of the category curve, you have to sell the problem first — not the solution.
In SaaS, demo-readiness ≠ form fill — it’s built over hours of narrative and qualification.
Enterprise attention doesn’t scale through urgency — it scales through credibility and use-case clarity.
Treating all personas the same kills funnel efficiency — each role buys with a different lens.
For us, SaaS growth isn’t about form fills — it’s about narrative-market alignment.