Case study · On Center Software · ConTech
Rebuilding demand from the ground up.
A 161% lead increase. $2.45M in new-logo revenue growth.
How a specialized ConTech leader broke through its demand ceiling.
As VP of Marketing at On Center Software, a leader in construction-estimating software, Kyle Hamer rebuilt the demand engine and tied it to revenue: a 161% increase in lead volume and $2.45M in new-logo revenue growth. The win wasn’t volume for its own sake — it was qualified demand that converted into net-new customers.
The situation.
On Center had a strong position in a specialized category — the kind of established product that grows steadily until the demand engine becomes the ceiling. Lead volume was the constraint, and the leads that did come in weren’t qualified enough to convert efficiently.
The mandate.
Grow qualified lead volume and prove it in new-logo revenue. Two numbers, deliberately paired — because volume without conversion is vanity, and conversion without volume is a ceiling. The job was to move both at once.
The work.
- 1Rebuild the engine — a real demand program across the channels that reach estimators and contractors.
- 2Optimize for qualified demand — tighten targeting and messaging so volume converted, not just counted.
- 3Align with sales — a shared definition of a qualified lead so marketing and sales chased the same thing.
- 4Measure against revenue — new-logo revenue as the scoreboard, not lead counts.
The results
The results.
Lead volume rose 161%, and — the number that matters — the engine produced $2.45M in new-logo revenue growth. On Center converted a materially larger flow of qualified demand into net-new customers.
In their words
What the client said.
“The results speak for themselves. It was a great experience working with Hamer Marketing Group.”
Why it transfers.
This is the demand-generation core of every fractional CMO engagement: build a real engine, optimize for qualified demand that converts, and measure against new-logo revenue rather than lead counts. Twelve-plus years across construction tech means the marketing fits the market without a ramp-up.
FAQ
Common questions
What was capping growth at On Center Software before the demand rebuild?
The demand engine itself. On Center had a strong position in a specialized category: construction estimating and takeoff software. Steady growth, until the demand engine became the ceiling. Lead volume was the constraint, and the leads coming in weren't qualified enough to convert efficiently.
How did On Center Software turn a 161% lead increase into $2.45M of new-logo revenue?
Four moves. A real demand program across the channels reaching estimators and contractors. Targeting and messaging tightened so volume converted instead of just counting. One shared definition of a qualified lead, held by sales and marketing. New-logo revenue as the scoreboard, not lead counts.
Was Kyle Hamer an in-house leader at On Center, or an outside vendor?
In-house. He held the VP of Marketing seat and led the demand rebuild from inside the company. The role's focus was demand generation tied to new-logo revenue. Twelve-plus years across construction tech means the marketing fits the market without a ramp-up.
Did anyone at On Center Software go on record about the results?
Yes. The company's former president reviewed the engagement on Clutch: "The results speak for themselves. It was a great experience working with Hamer Marketing Group." The review sits alongside the two published numbers — 161% lead growth and $2.45M in new-logo revenue growth.
Why does the On Center case study report revenue instead of just the lead increase?
Because volume without conversion is vanity, and conversion without volume is a ceiling. The mandate paired both deliberately: grow qualified lead volume, then prove it in new-logo revenue. The engine produced $2.45M in new-logo revenue growth, which is the number settling whether the lead lift was real.
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