+35% ROMI.

B2B SaaS, marketplace analytics tool for Wildberries, Ozon, Amazon sellers. Strong product, dominant in Russian market, expanding into international. CAC was 4x higher than Russian benchmark, repurchase weak, positioning generic.

Funnel was a sign-up form straight into a complex dashboard. Trial-to-paid conversion 8%, churn 35% in first 90 days. Marketing was running ads, not running a system.

Came in as Lead Marketer, owned the international launch funnel end-to-end. Three plays:

Replaced the sign-up form with a personalized quiz funnel. 12 questions, output: a custom dashboard preset matched to the seller's marketplace, category, and revenue tier. Onboarding went from 8% trial-to-paid to 32%.

Repositioned messaging around competitive intel, not analytics. Sellers don't buy analytics, they buy knowing what my competitor is doing. Same product, very different ad copy, 2.5x CTR.

Built lifecycle for repurchase, weekly insight digest pushed to seller's email, automated. Seller saw value every week without logging in. Repurchase rate +90%.

ROMI +35%, CAC -28%, repurchase +90%. International ARR went from $1.2M to $4.1M in 14 months. Quiz funnel still the standard onboarding path two years later.

Onboarding is the whole funnel. Most B2B SaaS treat onboarding as post-sale. It's actually the highest-leverage point in the acquisition funnel, because it's where buying intent is highest and friction is most costly.

The quiz funnel worked because it converted a what is this? moment into a this is for me moment. That's the real job of onboarding, not feature tour.