Arrows Case Study: Embedded Team for B2B SaaS

Snapshot:

Arrows is a digital sales rooms and customer onboarding platform built natively for HubSpot and Salesforce. Small team. Fast-moving product. Every month looks different, a new integration to announce, a landing page to ship, a content push around a feature launch. The work never stops. The headcount doesn't scale to match it. They had been managing this with freelancers across three functions, briefing each one separately, watching context get lost between them. The output was fine. The coordination was not.

Client

Arrows

Service

100-Hour Team Subscription

Industry

B2B SaaS / Customer Onboarding

Year

2025

Services

Brand & Content Strategy

Content Production

Design

Webflow Development

The challenge:

Arrows needed design, content, and development capacity but not all three at the same level every month. One month it's a full website section for a new feature. The next it's three blog posts and a landing page. The month after that it's a Webflow build and a sales deck update. Hiring for all three made no financial sense at their stage. Freelancers were the default, but three freelancers with three separate briefs meant three different directions, no shared context, and a project manager role that was eating time the founding team didn't have. Every new piece of work started from scratch.

‍

What we did:

01 — One brief, three profiles

‍
We embedded as Arrows's extended team with a single brief covering all three functions. Designer, content strategist, and Webflow developer, all working from the same positioning, the same ICP, the same monthly priorities. No coordination overhead on their side.

02 — Hours follow the priority, not a fixed scope

‍
Month one: the design and developer load was heavy, a new website section for the digital sales rooms product launch. Month two: content took the majority, four blog posts targeting HubSpot users evaluating onboarding tools, plus a LinkedIn series for the founder. Month three: a mix, Webflow landing page, two case studies, and a sales deck refresh. The 100 hours moved where the business needed them. No renegotiating scope, no waiting for a new contract.

03 — Content built around the buyer, not the feature

‍
Arrows's blog was useful but feature-adjacent tutorials, integration guides, HubSpot tips. Valuable for existing users. Not the content that brings in a new Head of Customer Success evaluating tools. We introduced a second content track: decision-stage articles targeting buyers who are about to choose between Arrows and a competitor. "How to choose a customer onboarding platform if you run on HubSpot." "What the best CS teams do differently in the first 90 days." Content that earns the demo, not just the bookmark.

04 — AI Ready Framework for the content system

‍
We built Arrows an AI Ready Content Framework, brand voice, ICP vocabulary, what to say and avoid, tone by channel. Any internal team member or new hire can now produce on-brand content without a brief from scratch. The system scales. The headcount doesn't have to.

The result:

‍

In three months, Arrows had the output of a three-person in-house team without the hiring timeline, the onboarding, or the fixed cost. Design, content, and development moved from the same positioning foundation for the first time. The decision-stage blog track drove qualified demo requests from HubSpot ecosystem buyers who had never heard of Arrows before finding the content. The founder stopped managing three separate freelancer relationships and started receiving a weekly update from one point of contact.

Giving Arrows a full senior team without a single full-time hire.

What we did:

Explore more projects

The partner that makes your marketing team unstoppable