How Tayona Digital Helped PINpoint Develop Strategy and Improve Marketing Outcomes
A five-week marketing audit and strategy advisory, followed by fractional CMO leadership turned a high-cost, low-volume lead pipeline into a sustainable growth engine.
Client Background
PINpoint Information Systems is a North American SaaS business. Their Manufacturing Execution System (MES) helps the world’s leading manufacturers improve quality and productivity whilst reducing costs.
Whilst the business had been growing, they faced rising competition from both global incumbents and new well-funded, VC-backed challengers.
The Challenge
PINpoint had an ambitious growth objectives in a highly competitive and fragmented marketplace. Established competitors used their existing scale and coverage to entrench their position, while newer challengers were investing significantly in sales, marketing, and product.
PINpoint identified three core pillars necessary to support future growth, one of which was to improve Marketing and Sales effectiveness. Without a dedicated function, PINpoint’s marketing was previously tactical, costly, and fragmented.
They turned to Tayona Digital for help due to our extensive experience of SaaS and the global manufacturing industry.
The Solution
Phase 1: Fixed-Price Strategy Advisory
The initial engagement involved a five-week advisory project to help PINpoint identify opportunities and challenges in their current go-to-market (GTM).
The output was to develop executable sales and marketing strategies that would support the growth objective whilst being affordable and measurable ROI.
The core components of this project included:
An end-to-end audit of the brand proposition and messaging, market opportunity, current marketing performance, and existing processes and systems.
Identification of gaps, issues, and focus areas that were preventing growth or limiting effective use of resources.
Delivery of potential strategies available to PINpoint and tools to help the executive team evaluate and prioritise selection of the strategies to pursue.
Phase 2: Fractional CMO Leadership
After selection of four core strategies, PINpoint used Tayona Digital’s fractional CMO service to move to execution.
A rolling monthly retainer secured a set number of hours from an experienced and proven CMO to make the necessary process and system changes, design and execute marketing programs and campaigns, and transfer marketing expertise to in-house teams.
Key workstreams undertaken included:
Building a scalable, always-on, digital marketing engine to increase inbound leads.
Prioritization of SEO and content development to increase organic traffic and reduce overall cost-per lead.
Set-up of lead-scoring and ongoing nurture programs to improve conversion.
Messaging and program development – including account-based marketing (ABM) approaches – to address growing opportunity in existing whitespace and new adjacent markets.
The Results
Following the adoption of four proposed strategies, Tayona Digital went to work to help PINpoint execute marketing programs and deliver measureable outcomes.
Some of the key achievements seen within the first 6-months included:
- Marketing-sourced leads increased +67% year-on-year.
- Pipeline contribution from marketing rose from 12% to 25%.
- Organic Traffic (latest available monthly data) more than doubled year-on-year (+111%).
- Lead-scored contacts providing an additional 5 leads per month per sales rep with zero additional cost.
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Don't take our word for it, read what PINpoint had to say about Tayona Digital
Chief Operating Officer, PINpoint
“We’ve had the pleasure of working with Steve as our fractional CMO over the past 8 months, and I can’t recommend him highly enough. He brings a deep well of knowledge in both marketing strategy and the industrial space, and has been a tremendous partner from day one.
Steve has a unique ability to operate at the highest strategic level – shaping direction, challenging assumptions, and bringing clarity – while also rolling up his sleeves to execute and drive results. He listens intently, collaborates across teams, asks the right questions, and consistently brings sharp, actionable insights to the table.
He’s incredibly diligent, operates with integrity, and is highly results oriented. More than anything, he was instrumental in taking our marketing and go-to-market strategy to the next level. He’s been a true value-add to our business and a pleasure to work with throughout.”
Head of Global Sales, PINpoint
“I had the privilege of bringing Steven and Tayona Digital into PINpoint to help us with our marketing strategy and execution. From day one, Steven went far beyond the role of an advisor, he rolled up his sleeves, took ownership of key activities, and quickly became a trusted and highly valued member of the team.
Steven did a deep dive into our business, helped shape our overall marketing strategy, and played a pivotal role in professionalizing our marketing approach. He wasn’t just suggesting what needed to be done, he took responsibility for making it happen. Steven worked seamlessly with our sales team to align messaging, campaigns, and execution, ultimately helping us deliver measurable results.
What I appreciated most was his combination of strategic guidance and hands-on support. He brought clarity and structure to areas where we needed direction, while also taking accountability for execution. That blend of strategic vision and tactical delivery is rare, and it made a meaningful difference for our business.
I would highly recommend Steven to any organization looking for a marketing leader who can not only provide thoughtful, strategic direction but also dive in as a trusted partner to make the strategy real and deliver results.”
Director, Sales & Revenue Operations, PINpoint
“Working with Steve from Tayona Digital has been a game-changer for us at PINpoint Information Systems. From the start, Steve brought a clear vision and a wealth of marketing expertise that helped us rethink and sharpen our overall strategy. What sets him apart is not just his knowledge, but the way he applies it—hands-on, detail-oriented, and always looking for innovative solutions that go beyond the conventional playbook.
Steve consistently brings fresh ideas to the table, challenging us to look at our market and opportunities in new ways. His ability to combine strategic thinking with tactical execution has made a measurable impact on how we position ourselves and connect with our audience. He’s also extremely collaborative—listening, adapting, and working side-by-side with us to ensure the strategy fits our goals and culture.
On top of all that, Steve is simply a fantastic person to work with! His positive energy, professionalism, and genuine commitment to our success make every interaction enjoyable and productive. I would highly recommend Steve and Tayona Digital to any company serious about redefining and elevating their marketing strategy.“
