44% More SQLs. 43% More Pipeline. A high-impact partnership that
delivered growth across every segment.
Fourth is a global SaaS company serving the hospitality, retail, and leisure industries. With $200M+ in ARR and a broad portfolio of solutions, they support workforce management, procurement, and operations for thousands of businesses worldwide. The buying process is complex - spanning SMB to enterprise - with long sales cycles and region-specific nuances that demand precision in marketing strategy.
Sales Qualified Leads (YoY)
Qualified Pipeline YoY
MQL to SQL Conversion Rate YoY
Fourth's marketing team was juggling multiple buying segments, regions, and stakeholders - but without a cohesive strategy across those motions. The playbook was wide, but not deep. They were investing in paid and organic, but it wasn’t tied to business-level goals.
“The team was doing a lot, but without a clear path to business impact,” said CMO Nipul Chokshi. “Refine Labs helped us change that.”
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When Nipul Chokshi joined as CMO, Refine Labs was already working with Fourth. But expectations were shifting. Growth goals were getting more serious, and the marketing team needed to focus on what actually drives revenue — not just surface-level metrics.
Refine didn’t just keep doing what had already been set in motion. They stepped up. They focused on what mattered: getting more qualified pipeline, improving what was already in place, and making sure each part of the strategy worked for the different types of customers Fourth sells to.
Here’s where they made the biggest impact:
“They didn’t just keep things moving — they helped us raise the bar,” said Chokshi. “They worked with us like a true partner and really took time to understand what we were trying to achieve.”
This wasn’t just about running more campaigns. It was about doing the right things, in the right way, to drive real growth.
Over a 17-month partnership, Fourth saw a measurable lift across all major stages of the funnel:
Refine Labs brought a segment-specific approach:
More than just execution, Refine Labs acted as a strategic partner — aligning campaigns to business priorities and evolving tactics as the market shifted.
“They didn’t just chase traffic or leads. They focused on what actually mattered: pipeline and growth,” said Chokshi. “It was a real partnership.”
