Stan Consulting · Industry
SaaS marketing departments are full of activity and short on pipeline. Stan Consulting diagnoses whether the problem is the channel, the landing page, the CTA, or the ICP definition - before any budget is moved.
Get Your Second Opinion - $999 All ServicesQuick answer
Stan Consulting works with SaaS companies on paid advertising diagnostics, conversion architecture, and campaign structure. The $999 Conversion Second Opinion is the diagnostic-led entry. Higher-tier engagements scope on the intake call. Stan Consulting works with clients across the United States and internationally, including active engagements in New York, Texas, Los Angeles, Germany, and Israel. The office is in Roseville, California.
Stan Consulting serves owner-operated SaaS companies up to $5M ARR. Growth-stage B2B SaaS at $2M to $50M ARR needing strategic marketing architecture is served by the sister property SF Marketing Agency.
20+
Years Experience
B2B + B2C
SaaS Verticals
Trial + Demo
Pipeline Focus
$999
Diagnostic - Start Here
Diagnosis first
Most SaaS paid advertising problems are structural. The channel is not wrong. The targeting logic, the conversion event, or the landing page is wrong. These four patterns appear in almost every account audit.
Campaigns optimised for MQLs instead of pipeline-qualified leads. Marketing reports green. Sales pipeline is thin.
Targeting includes job titles, company sizes, or industries that do not close. Cost per demo is acceptable. Close rate is not.
Traffic is converting to trial. Trials are not activating. The problem is onboarding and product, not the ad or the landing page - but nobody has separated these.
The ad says "automate your X". The landing page talks about features. The prospect wanted to see the outcome. They did not get it.
Structural problems
The same six structural issues appear in SaaS accounts across Google, Meta, and LinkedIn. They are not budget problems. They are architecture problems.
Broad match and generic category keywords attract researchers, students, and early-stage browsers who are not buying. ICP-specific intent keywords are narrower and more expensive but produce real trials.
A 15-minute discovery call is too much friction for a $49/month self-serve tool. The wrong CTA type reduces conversion rate at every traffic level.
The page describes the product. The prospect needed to see their problem solved. The conversion gap is a positioning problem, not a design problem.
ICP-targeted campaigns and general interest campaigns share budget. The ICP campaigns are under-funded because broad traffic is consuming the available spend.
Trial signups tracked. Revenue per cohort not connected to the acquisition channel. Marketing cannot prove which campaign produced the customers who stayed.
Everyone who visited the site gets the same retargeting ad. Trial users who did not activate need a different message than cold visitors who bounced.
What we review
The $999 Conversion Second Opinion covers six diagnostic areas. Every finding is specific to your product, your sales motion, and your current account structure.
01
Audience targeting reviewed against your actual closed customer profile. Job title, company size, industry, and intent signal alignment assessed.
02
Keywords segmented by purchase intent, comparison intent, and research intent. Budget allocation reviewed against intent stage.
03
Headline, hero copy, CTA type, social proof, and objection handling reviewed for ICP fit and conversion architecture.
04
Trial, demo, or form submission events verified in Google Ads and Meta. Revenue attribution connected to acquisition channel where possible.
05
Retargeting audiences segmented by behaviour: visited pricing, started trial, completed onboarding, churned. Each segment gets separate creative.
06
Budget distribution across Google, Meta, and LinkedIn reviewed against ICP reach efficiency and cost per pipeline-qualified lead.
Agency accountability
Most SaaS agencies report on the metrics they can control. The metrics that matter to the business are a different list entirely.
The agency hits MQL targets. Sales closes 5% of them. Marketing declares success. The business has a pipeline problem that is being hidden by a volume metric.
The agency uses the same landing page structure for every SaaS client. The ICP, product, and sales motion are different. The page does not know the difference.
Marketing hands off at signup. What happens in the product is considered the product team's problem. Nobody owns the full funnel from click to paid customer.
The report shows a declining CPL trend. Nobody reports cost per closed deal because the data connection was never built. The metric being optimised is not the one that matters.
Scope clarity
Common questions
Continue reading
Pipeline handoff diagnostic
Marketing spend buys leads. Revenue requires five handoffs in order. Each handoff has a recurring structural failure that hides inside the one before it. Read down the stack; stop where your number stops improving.
01
Lead → MQL
Traffic to marketing-qualified lead
Usual failure: Demo CTAs gated for visitors who need a self-serve trial; free-trial CTAs shown to enterprise evaluators who need a call.
Page & offer fit
02
MQL → SAL
Marketing-qualified to sales-accepted
Usual failure: SDR qualification criteria not written down; handoff routing picks SDRs on round-robin instead of ICP fit; MQL volume is celebrated but acceptance rate is not reported.
Handoff discipline
03
SAL → SQL
Sales-accepted to sales-qualified
Usual failure: SDR-to-AE transition drops context; discovery repeats questions marketing already asked; AE calendar congestion loses momentum against the buyer's internal approval clock.
Discovery quality
04
SQL → Opportunity
Qualified to committed opportunity
Usual failure: Proof-of-value scope expands without a deadline; stakeholder map is incomplete; legal, security, and procurement are surprised late.
POV & multithread
05
Opportunity → Closed-won
Commit to revenue
Usual failure: Pricing is negotiated from a floor the AE invented; contract term is not anchored; post-sale handoff to CS breaks the expansion motion before month two.
Commercial close
Stan Consulting diagnoses the specific stage where your pipeline stops compounding - paid acquisition, handoff, discovery, commercial structure, or post-sale. The $999 Conversion Second Opinion identifies it in 72 hours.
Beyond the Campaign
SaaS marketing problems tend to be architecture problems. Trial-to-paid conversion sitting at 2% is not a traffic problem. Demo bookings that do not close are not a creative problem. The system upstream of the metric is where the structural failure lives.
Stan Consulting works at the strategy layer for SaaS businesses: acquisition architecture, conversion infrastructure, and offer positioning. Diagnostic entry or full consulting engagement depending on scope.
Not sure what is broken
Start with the $999 Conversion Second Opinion. Structural diagnosis in 72 hours.
Ready for a full build
The $5,000 Revenue Sprint. Diagnose, build, and fix in one defined engagement.
Need ongoing strategy
Monthly consulting from $1,500. Four engagement levels. Scoped to what applies.
$999 one-time - 72-hour delivery - No retainer - 24-hour fixed scope
Get the $999 Diagnostic