Building the growth foundation to help Wilder Retreats 4x revenue

Demand was outpacing the system. Tunomatic built the foundation to capture it.

Wilder Retreats designs and operates best-in-class corporate retreats and incentive trips for high-growth companies, many of them in extraordinary outdoor settings. Revenue has continued to double each year since 2024, when Tunomatic began partnering with Wilder.

Wilder's reputation for flawless delivery, its referral partners, and its repeat clients created the demand. Tunomatic built the marketing and sales foundation to help capture it and convert it more effectively than ever.

From December 2024 to October 2026, Tunomatic served as Wilder's embedded growth advisor, running weekly working sessions with CEO Kirk Reynolds and the team across positioning, the website, social proof, search and AI visibility, sales process, measurement, and agency management. The work ended with a three-year account-based go-to-market roadmap and a handoff to Wilder's in-house team and agency.

Buyers saw a place to book. Not a planning partner.

Wilder sells five- and six-figure retreats to a buying committee of executive assistants, HR leaders, and executives that it had not yet sharply defined, with a marketing and sales system built for an earlier stage.

The website led with locations, so buyers read Wilder as a place to book instead of a strategic planning partner. Its real advantages, driving transformative outcomes for teams in nature and leveraging pre-negotiated wholesale rates that made their expert planning close to free, were something the team had yet to fully articulate in a compelling way. Proof was thin and unstructured, and the sales story was mostly unwritten.

Search was one of the hardest channels. In this category, “retreat” pulls in dude ranches, spiritual retreats, party planners, and vendors. Google was optimizing for generic leads, with fewer than a quarter of them qualified, and wasn't optimizing to the CRM's funnel stages that better define quality and intent. Marketing couldn't tie spend to closed retreats.

Six workstreams. A foundation built to keep scaling.

• Positioning & ICP

  Led with the outcome, not the location, and defined the buying committee from sales-call transcripts and deal history.

  One story for the site, ads, and sales

• Website & AI search

  Reorganized the site around buyers and intent, with a Retreat Types hub, Case Studies in the main navigation, and FAQ schema for AI search.

• Proof & founder content

  Built the case study program and coached the CEO into a regular LinkedIn cadence.

  Nine case studies drafted by May 2026

• Lead quality & measurement

  Refined the lead form, defined Lead, MQL and SQL in HubSpot, and connected HubSpot to Google Ads and LinkedIn with value-based bidding.

  Qualified form fills from under 25% to over 80%

• Paid search & new channels

  Reset search around high-intent keywords, worked with Google on signal engineering, and tested ChatGPT Ads under a fixed budget.

  Enterprise-size deals from paid search began closing

• Sales, agency & roadmap

  Upgraded proposals and the sales deck, ran the agency RFP, and built a monthly ROI tracker and a three-year ABM roadmap.

  Dozens of guides and tools handed to the team

The details

Working with Wilder's CEO and in-house team, and directing its agency and media partners, Tunomatic:

• Sharpened positioning around the outcome, not the location. Tunomatic led the messaging map and homepage messaging hierarchy, and pushed Wilder to lead with what makes it different: a true planning partner with wholesale rates behind it. Analysis of Wilder's own sales-call transcripts surfaced the points that close deals, “one throat to choke” and a cost-neutral pricing model, and those moved into the story.
• Defined the ideal customer and the buying committee. From sales-call transcripts and deal history, Tunomatic defined the ICP: high-growth, distributed companies, with buyers across HR and People, founders and chiefs of staff, and executive assistants. The ICP and positioning summary now guides messaging, ads, and the account-based program.
• Advised on reorganizing the site around buyers and intent, not just locations. Tunomatic set the structure for trip-type navigation and designed the Retreat Types hub and pages for team offsites, client events, sales kickoffs, incentive trips, and executive retreats, with the brief and copy direction for each. Case Studies moved into the main navigation.
• Built a social proof library. Tunomatic initiated the case study program: a template with a fast-facts strip, a repeatable approach framework, outcomes written as observable changes, a client debrief intake form, and a testimonial structure. An AI-assisted workflow turns raw voice notes into finished pages. Nine case studies were drafted by May 2026, and a review and testimonial sequence now runs alongside them.
• Coached the CEO into a founder-led LinkedIn presence. In 2025, Tunomatic ran a deep-dive origin story working session with Kirk and turned it into a founder-led content strategy: posts built from his own experiences and mapped to Wilder's positioning and ICP. Kirk started with no LinkedIn presence. Tunomatic coached him to a regular cadence of posting and engaging, producing dozens of posts and rising engagement.
• Enabled stronger AEO and AI search visibility. FAQ schema on destination pages, FAQs and structured data in the case study template, an experimental llm.txt file, and a content strategy that put budget into case studies and long-form content ahead of technical SEO.
• Refined the lead form to better manage qualified leads. Business-email validation, a budget dropdown, automatic disqualification, and a separate vendor form took the share of qualified form fills from under 25% to over 80%.
• Led the integration of the lead form, HubSpot, and Google Ads for better performance reporting. Tunomatic cleaned up HubSpot and website tracking, defined Lead, MQL, and SQL stages in HubSpot, connected HubSpot to Google Ads and LinkedIn, and weighted each stage by downstream value, so Google optimizes toward likely deals and Wilder, its agencies, and Google all count the funnel the same way. SQL became a primary conversion with value-based bidding and Enhanced Conversions. Paid search was reset in January 2026 around high-intent keywords, and enterprise-size deals sourced from paid search began closing the following quarter.
• Coordinated with the Google team on signal engineering. Tunomatic worked directly with Google on signal engineering improvements and secured access to test betas.
• Built the first monthly forecasting and ROI tracker. The tracker segments performance by acquisition source and rolls up spend, funnel, ROI, and unit economics, so Wilder can see what a qualified opportunity is worth and set cost targets and scale or pull-back triggers by channel.
• Tested new channels with discipline. Tunomatic tested ChatGPT Ads under a fixed budget and a pause rule, keeping spend focused on channels that earn it.
• Upgraded sales proposals and process. Tunomatic reviewed the proposal and follow-up workflow, and Wilder moved to a new proposal template, rewrote the sales deck outline to lead with credibility and the case for a planning partner, and proposed a branded pre-call deck and post-call proposal workflow.
• Advised on the agency RFP. Tunomatic helped vet finalists on deliverables, ownership of the website, and a single accountable contact, then held the chosen agency to a KPI funnel of sessions, MQLs, SQLs, and closed retreats.
• Equipped the team with guides, tools, and capabilities. Dozens of documents now carry the work forward, including the messaging map, ICP and positioning summary, case study template, KPI framework, monthly growth tracker, HubSpot dashboards, and decision triggers for scaling or pulling back spend.
• Built a three-year roadmap around account-based go-to-market. Tunomatic developed a growth model and a three-year plan for the CEO, an incentive trip go-to-market strategy, and a tiered ABM program that pairs a short list of hand-worked flagship accounts with broad outbound.

3x the qualified lead rate. On the way to 4x revenue.

Together, these workstreams gave Wilder a foundation to keep scaling: a qualified lead rate that more than tripled, a growing proof library, and a three-year account-based roadmap for what comes next.