Your next hire shouldn't be a full-time CMO.
Caliper embeds with seed-to-Series B SaaS teams to build the demand engine your investors want to see — strategy, paid media, systems, and creative — without the overhead.
01 — The Foundation
Strategy & Positioning
Before you spend a dollar on ads, you need to know exactly who you're talking to, what they actually care about, and why you're the only logical choice. We start with a rigorous look at your market — who's winning, how they're winning, and where the real white space is. From there, we build a messaging framework that scales: one that works in a six-word headline and a 40-minute sales call. This is the upstream work most teams skip and every team eventually pays for.
Competitive analysis · ICP definition · Messaging framework · GTM strategy · Positioning workshop
02 — The Engine
Demand Generation
Paid media that actually converts — built on targeting precision, creative discipline, and obsessive measurement.
We run performance programs across Google and LinkedIn with the rigor most agencies reserve for enterprise clients. That means Account-Based targeting against your exact ICP, creative that speaks to real pain (not just category awareness), and reporting that tells you what's working in plain English. No vanity metrics. No mystery.
Google Ads · LinkedIn campaigns · ABM targeting · Ad creative · Performance reporting
03 — The Infrastructure
Growth Operations
Most fractional CMOs hand off the technical work. We build it — because strategy without infrastructure is just a deck.
Attribution gaps, tracking failures, and broken automations are where growth dies quietly. We go deep on the systems layer: HubSpot architecture, UTM governance, Google Tag Manager, Enhanced Conversions, and Clay-powered ABM workflows. The result is a marketing stack where every dollar is traceable and every insight is actionable.
HubSpot setup & automation · UTM & attribution · Google Tag Manager · Clay / Apollo workflows · Enhanced Conversions
04 — The Conversion Layer
Creative & Content
Creative that's rooted in strategy and built to perform — not just to look good in a Figma presentation.
We develop the assets your channels need to close the loop: landing pages designed around a single, clear conversion action; lead magnets that your ICP actually wants; ad creative that earns attention in a feed full of noise; and case studies that do the heavy lifting in your sales cycle. Everything is built from the messaging framework up — so it actually sounds like you.
Landing pages · Lead magnets · Ad creative · Case studies · Email sequences
Results
50% lower CAC
XOi cut customer acquisition cost in half over two years after building a full KPI and attribution framework across paid, email, CRM, and website.
75% lower CPL
ShareWillow went from $30 to $7.50 per lead — with Facebook leads converting at nearly 100% ICP match.
Brand from scratch in 6 months
SEAD launched from zero — brand identity, GTM engine, HubSpot CRM, and first sales pipeline built from scratch.
Ready to build something you can actually measure?
Engagements start with a 30-minute clarity call. No pitch deck, no pressure.