From App Store to Enterprise Pipeline How Fresco Repositioned for B2B Growth

After pivoting from a consumer recipe app to a B2B platform, Fresco needed a whole new strategy – and a marketing engine to match.

 

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Cooking B2B Success.

Fresco had a strong track record with its consumer-facing recipe and cooking app, but the opportunity was bigger.

They pivoted toward a full-stack B2B platform, helping OEMs, manufacturers and appliance brands connect hardware to a cohesive smart kitchen experience: guided cooking, app control, and post-purchase engagement.

Yet, Fresco’s brand, content, tech stack and funnel were still built for end users, not for B2B decision-makers in complex enterprise sales cycles.

From Legacy Tools to Lead-Gen Machine.

To support Fresco’s enterprise focus, we needed to re-engineer the way the company presented itself, captured leads, and tracked marketing performance.

  • Implemented HubSpot CRM and marketing automation to track leads by region, funnel stage, and persona

  • Redeveloped the website architecture and content to reflect B2B use cases, decision-maker needs, and enterprise outcomes

  • Designed landing pages and contact flows aligned to lead quality scoring

  • Set up LinkedIn campaigns targeting appliance OEMs, innovation leads, and brand managers with high-intent messaging

  • Built performance dashboards to connect marketing activity to SQLs and closed-won deals

Segmentation, Content and Funnel Velocity.

Turned Fresco’s insights and success stories into content that resonated and moved prospects through the funnel faster.

  • Defined and segmented audiences by priority:

    1. OEMs & Manufacturers

    2. Appliance Brands

    3. Retail Innovation Teams

  • Developed thought leadership content including:

    • Smart Kitchen Industry Whitepaper

    • Manufacturer Case Studies

    • “State of Interoperability” Guides

  • Created email nurture sequences in HubSpot aligned to buyer barriers:

    • ROI justification

    • Integration complexity

    • Legacy infrastructure fears

  • Rolled out automated lead-nurturing workflows to build trust, surface pain points, and qualify MQLs with behaviour-based scoring

From Brand Pivot to Pipeline Performance.

  • 4x increase in inbound qualified leads
  • Lead nurture open rates > 50%, with 3–5x industry average CTR
  • CRM and email strategy reduced the average sales cycle by 30%
  • Repositioning led directly to new enterprise deals with major OEMs
  • 80% of Fresco’s marketing assets used by sales in mid-funnel conversations
Fresco
“Paul helped us reposition for enterprise, build the engine, and accelerate our path to revenue. We now market like a software company — not a startup with an idea.”
Ben Harris
Ben Harris
CEO & Co-Founder, Fresco

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