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Google Search Honors Award: Scaled national technology company to 7 figure ad spend with 4x ROAS

From $5M to more than $30M in annual revenue + one Google award!

Over a decade-long engagement, Pulsion supported Triton’s growth from approximately $5 million in annual revenue to more than $30 million, working across both marketing and sales enablement.

Our engagement evolved alongside the company, spanning B2C and B2B marketing, digital advertising, SEO, sales enablement, automation, CRM infrastructure and customer experience.

Our work included B2C and B2B social media, LinkedIn and Meta advertising, Google Ads, SEO and link building, curated prospect lists, direct LinkedIn outreach, automated inbound marketing, account-based marketing, chatbot implementation, data hygiene, and the integration and build-out of HubSpot Marketing Hub, Sales Hub and Service Hub.

The engagement also included the Google Ads program that earned Pulsion a Google Search Honors Award for Best in AI.

Challenges

As Triton grew, the challenge was not simply generating more leads. The company needed its marketing, sales processes and technology to evolve with the scale of the business.

Key challenges included:

  • Increasing competition across both B2C and B2B markets.
  • A period without dedicated sales leadership during a broader corporate leadership transition.
  • Poor internal adoption of sales and marketing technology.
  • Conversion paths that needed to be continually tested and improved as customer behaviour changed.
  • Sales resources being consumed by smaller SMB opportunities instead of being concentrated on larger, higher-value engagements.
  • Prioritization of data tracking, analysis and analytics
  • The need to better align marketing, sales and service around a common customer journey and shared data.

What we did

  1. Rebuilt the digital conversion experience

    We developed a new website and reorganized conversion-path mapping around how different customer segments actually researched, evaluated and purchased Trion’s services.

  2. Created digital onboarding for smaller B2B customers

    We developed a digital onboarding process that allowed smaller B2B engagements to move forward with minimal human intervention, reducing pressure on the sales organization while making it easier for smaller customers to buy.

  3. Developed an online demonstration experience

    We created an online demo environment for smaller B2B prospects, giving potential customers an opportunity to understand the solution without requiring the same level of direct sales involvement.

  4. Built organic authority through SEO

    We executed an extensive link-building program supported by long-form content designed to improve organic visibility, domain authority and search performance.

  5. Expanded LinkedIn community engagement

    We combined organic group and community engagement with direct LinkedIn outreach to build Trion’s audience and create additional channels for prospect development.

  6. Connected ABM, advertising and prospect intelligence

    We used account-based marketing principles to align advertising insights with curated prospect lists, helping improve the quality and relevance of outbound targeting.

  7. Continuously optimized conversion paths

    Conversion mapping was treated as an ongoing performance discipline rather than a one-time website exercise. We continually tested and refined how prospects moved from advertising and content through demos, inquiries and purchase activity.

  8. Aligned marketing, sales and service in HubSpot

    We implemented and expanded HubSpot across Marketing Hub, Sales Hub and Service Hub, helping connect customer acquisition, sales activity and ongoing service within a shared technology environment.

  9. Restructured the approach to smaller SMB opportunities

    We advocated for moving smaller SMB engagements into a dedicated, expedited onboarding process. This allowed sales resources to concentrate more heavily on larger opportunities while maintaining an efficient acquisition path for smaller customers.

  10. Applied agile bidding and performance testing

    Google Ads campaigns were continually tested and optimized using actual downstream behaviour. This included evaluating demo activity against purchase activity so bidding and campaign decisions could be based on business outcomes rather than lead volume alone.

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The results

Over more than a decade, Pulsion’s engagement with Trion produced measurable results across customer acquisition, advertising performance and overall business growth. Digital onboarding helped accelerate new B2B engagements, while continuous optimization allowed Trion to substantially scale its Google Ads investment while maintaining strong returns. During the engagement, the company grew from approximately $5 million to more than $30 million in annual revenue.

Pulsion’s Google Ads work for Trion also earned a Google Search Honors Award for Best in AI, recognizing the performance and application of AI within the advertising program.

View press coverage

2X

B2B engagements through digital onboarding

$600K → $2.2M

Google Ads spend scaled at 4X ROAS

$5M → $30M+

Annual revenue growth