Fourth / Hotschedules
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)
YoY
Qualified Pipeline
YoY
MQL to SQL Conversion
Improvement
the problem
Fourth operates across multiple customer segments, each with different buyers, buying cycles, and levels of category awareness. That complexity required more than a single demand generation playbook.
The marketing team was investing across paid and organic channels, but the opportunity was to connect those efforts more directly to business outcomes — qualified opportunities, pipeline, and growth — rather than optimizing around traffic, leads, and MQLs.
When Nipul Chokshi joined Fourth as CMO, Refine Labs was already the agency partner. What stood out was the team's ability to understand the nuances of Fourth's business and adapt the strategy around how different segments actually buy.
the work
How Refine Labs Built a Segment-Specific Growth Strategy
Rather than applying the same tactics across Fourth's entire market, Refine Labs built the strategy around the needs and buying behavior of each segment.
For the SMB business, where buyers already understood the value of the category, the focus was demand capture. Refine Labs combined paid search and SEO to improve the effectiveness of the existing motion and reduce the cost of generating sales-qualified opportunities.
For enterprise, the challenge was different. Refine Labs leaned into demand creation, using LinkedIn to distribute Fourth's thought leadership to the executives the company wanted to reach and build awareness with enterprise buyers.
Across both motions, Refine Labs stayed focused on what mattered:
The result was a partnership built around pipeline and business growth — not vanity metrics.
Sales Qualified Leads (YoY)
YoY
Qualified Pipeline
YoY
the RESULTS
The Results: More Qualified Opportunities, More Pipeline
The impact showed up at the business level.
Fourth increased sales-qualified opportunity creation while simultaneously growing qualified pipeline. The improvements weren't isolated to one channel or one part of the funnel — they came from aligning demand capture and demand creation with how Fourth's different customer segments actually buy.
Paid search and SEO became more efficient, reducing the cost of generating sales-qualified opportunities. LinkedIn gave Fourth a way to put thought leadership in front of the executives it wanted to reach in the enterprise market.
And throughout the engagement, Refine Labs treated traffic, leads, and MQLs as leading indicators — not the end goal.
As CMO Nipul Chokshi explained, Refine Labs' North Star was always business growth.
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"Unlike many other agencies, Refine Labs’ North Star was always aimed at business growth rather than metrics like web traffic, MQLs, leads, and so on.”
Nipul Chokshi
Fourth / Hotschedules
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CMO, Fourth
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