When Dipity founder Morgan Von Druitt joined WorkStep as Product Marketing Manager in December 2022, the company was sitting on $4.5M ARR, a fresh $25M Series B, and a quarterly MQL pipeline of roughly $300K. WorkStep had a credible product, a fundable ARR base, and a thought-leadership vacuum in one of the most operationally critical corners of the economy — frontline retention for hourly workers in warehousing, logistics, and supply chain. The job was not to run campaigns. It was to install WorkStep as the category reference brand for 3PL frontline intelligence and convert category attention into measurable pipeline.

Within 12 months, we grew quarterly MQL pipeline from $300K to $1.45M, a 5x lift that beat the $800K goal by 81%, pushed organic to 40% of total pipeline, lifted newsletter engagement from 3% to 25%, and sourced 322 high-intent buyers in a single 60-day window. The engine behind it: an AI-optimized content system, analyst proof from a Forrester TEI study documenting $5M in customer turnover savings, and a multi-channel motion spanning podcasts, events, fireside chats with NFI, and onboarding optimization that lifted retention 2.6x.

Here is how we did it — and the playbook other B2B SaaS founders can adapt.

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