How MarketMan Scaled Pipeline 277% and 3X’d Pipeline Efficiency in a Single Quarter

About

MarketMan is a restaurant inventory management platform that helps hospitality businesses streamline back-of-house operations. With tools for purchasing, inventory management, and supplier management, MarketMan empowers operators to improve margins and reduce food waste across multiple locations.

Challenge

MarketMan’s team had built a solid paid media program across Search and Social. But they were ready to take things to the next level. Their goal was to focus less on lead volume and more on down-funnel outcomes, specifically generating more Opportunities, Closed Won deals, and pipeline at a predictable, scalable cost.

To support this next phase of growth, they looked for a partner who could help evolve their paid strategy into a more conversion-focused, revenue-aligned engine.

Solution

Working together, we rebuilt MarketMan’s paid media approach around pipeline efficiency and conversion alignment. Key initiatives included:

Doubling down on Paid Search
We shifted investment away from underperforming Paid Social channels and focused budget on high-intent Google Search campaigns, capturing existing demand from in-market buyers.
Enhanced Landing Pages for Conversion Alignment
We improved landing page messaging to better reflect high-performing ad themes, increasing conversion rates and reducing drop-off.
Reallocating awareness efforts
LinkedIn was deprioritized after proving expensive and inefficient for MarketMan’s ICP. Instead, we planned a pivot to StackAdapt for broader, lower-cost awareness through Display, Native, and CTV, with retargeting layered back into the funnel.
Implementing operational guardrails
To protect campaign performance and stabilize learning phases, we introduced weekly batching of changes, negative keyword sharing, and removed unnecessary campaign restarts.