Building vs. Buying Your Growth Infrastructure
The trend of building custom tools instead of buying SaaS is real. But most companies get the tradeoff wrong. Here's the framework for deciding.
We fix marketing infrastructure and run acquisition you can actually measure.
Softpath helps B2C and B2B2C companies connect ad spend to real business outcomes, not platform vanity metrics.
Most growth teams are flying blind. Tracking is broken, attribution is a mess, and nobody trusts the numbers in the dashboard. We fix the infrastructure first, then help you scale paid acquisition with confidence.
What We Do
Martech & Tracking
Your tools should work together. We audit, fix, and implement the infrastructure that connects your marketing stack to real data. Segment, GTM, GA4, server-side tracking, and the integrations between them.
Paid Acquisition
Meta, Google, TikTok. We manage campaigns optimized to actual customer value, not in-platform ROAS. 13+ years managing spend from $1K to $1M+ monthly across B2C and B2B2C.
Marketing Analytics
From attribution modeling to LTV analysis, we build measurement systems that tell you what's actually working. Dashboards people trust and metrics that drive decisions.
Writing
The Dashboard Your CEO Actually Needs
Your CEO dashboard is probably beautiful. It's also probably useless. It shows metrics that sound important but doesn't answer the actual questions your leader needs answered.
Stop A/B Testing Things That Don't Matter
Your A/B testing program exists to make your company feel scientific. Almost none of your tests will reach statistical significance, and that's by design.
Projects
CADENCE
An outcome and test velocity focused A/B testing platform. Built for teams who ship fast and want experiment infrastructure that keeps up.
AB Math Sucks
An A/B test duration calculator with absurdist honesty. Find out how long your test actually needs to run (and why you probably can't wait that long).
DailyHabit
Embeddable word games designed to increase daily active usage in SaaS products. Make your product stickier without building games from scratch.
Timeblock
A time tracking and task management app. Built as a customizable alternative to Reclaim for people who want their scheduling tool to work exactly how they work.