When Brian Haering joined Mareana, an AI-powered manufacturing intelligence platform for life sciences, he was tasked with a monumental challenge: shifting from an outbound sales model that yielded “little success and not a lot of data to work with” to a modern, marketing-led growth (MLG) engine.‍

The problem wasn’t just technical; it was strategic. How do you build a predictable forecast with zero historical data? And more importantly, how do you find a genuine partner in an industry notorious for the “bait-and-switch,” where senior experts sell the vision, only for junior staff to handle the account?. Brian found most agencies “felt so mechanical,” focusing on “what’s not included in the package” instead of the client’s success. He needed a team he could implicitly trust to help him prove the model and win over a skeptical leadership team.‍‍

Mareana chose Kwery because the approach was different from the start. Instead of a sales pitch, it was a collaborative strategy session focused on building a credible path to success. This established a foundation of trust that was then executed through Kwery’s four-phase Synthesis Approach.

• Phase 1: Insight With no past performance data, Kwery’s investigative instinct was critical. Brian “leaned heavily on Marco to validate” assumptions and co-create a credible financial model from scratch. This deep, strategic work went beyond channels and tactics to build the business case for the entire MLG shift. This gave leadership the confidence to invest in the new vision.
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• Phase 2: Integration Once the strategy was approved, Kwery provided a comprehensive project plan to build the engine. This involved integrating the right technologies and architecting campaigns designed for a complex, long-cycle enterprise sale. It was a holistic plan that looked “beyond the ad platform” to ensure every component, from ad copy to CRM tracking, was perfectly aligned.
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• Phase 3: Optimization This was not a “set and forget” engagement. Through constant experimentation and iteration, the program’s performance steadily improved. The weekly calls were with Kwery’s senior operators “the people that have the domain expertise” who were directly managing the account. This hands-on, senior-led service was crucial for turning data into action, leading to the MQL conversion ratio becoming “three or four X better than we were when we started”.
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• Phase 4: Continuity The partnership transcended a typical client-vendor dynamic. Brian describes Kwery as “an extension of my marketing team”. This was built on radical transparency; Kwery was always “forthcoming” with what was happening, the good and the bad, and presented a clear plan to address any challenges. This continuity of trust, communication, and senior-level attention is what ultimately fueled the program’s long-term success.

The partnership delivered what Brian set out to achieve: undeniable proof that a marketing-led growth model could work for Mareana.

Measurable Impact:

• Successfully pivoted from an unpredictable sales-led model to a proven, revenue-generating Marketing-Led Growth (MLG) engine.
• Achieved a 4x improvement in the Marketing-Qualified Lead (MQL) conversion rate since launch.
• Generated a consistently growing pipeline of highly-aligned ICP accounts, leading directly to closed-won opportunities.
• Validated the company’s go-to-market fit and product messaging in a new market segment.

Business & Team Transformation:

The most significant outcome was the shift in organizational belief. The initial skepticism was replaced by company-wide buy-in, and the MLG engine is now a core pillar of Mareana’s future growth strategy. The foundation of trust built with Kwery allowed Brian to not only launch a new GTM motion but to prove its value with tangible, revenue-backed results.