Lead Generation

Customer Acquisition Growth

Scaled qualified customer acquisition through multi-channel performance marketing.

Client

A mid-market SaaS provider specializing in enterprise resource planning for the manufacturing sector.

The Challenge

The client faced a stagnating sales pipeline despite a significant increase in top-of-funnel traffic. Their internal team struggled with lead quality, as 70% of inbound inquiries did not meet the Ideal Customer Profile (ICP) criteria, leading to wasted sales resources.

Furthermore, the cost per acquisition (CPA) on LinkedIn and Google Ads had increased by 40% year-over-year. The objective was to recalibrate the targeting strategy to prioritize high-intent decision-makers and reduce the sales cycle from 6 months to 4 months.

Our Approach

• Implemented Account-Based Marketing (ABM) targeting for 500 high-value manufacturing logos
• Developed gated 'Manufacturing Efficiency' whitepapers to capture mid-funnel intent
• Refined Google Search campaigns using negative keyword lists to filter out non-commercial traffic
• Deployed LinkedIn conversation ads targeting CTOs and Operations Directors
• Created custom landing pages with dynamic text replacement for specific industry sub-sectors
• Integrated HubSpot CRM with ad platforms for closed-loop conversion tracking
• A/B tested lead magnets versus direct demo requests to determine optimal friction levels

Execution

The project was executed over a 6-month period, beginning with a full audit of the existing search and social architecture. We transitioned the budget from broad-interest targeting to a tiered ABM model, utilizing tools like 6sense for intent data and Clearbit for firmographic enrichment.

On a weekly basis, our team optimized keyword bids and creative assets based on lead-to-opportunity conversion rates rather than raw click volume. Monthly strategy sessions were held with the client's sales leadership to ensure lead quality alignment and adjust targeting parameters in real-time.

Results

MQL to SQL Conversion

34%

Cost Per Acquisition

-22%

Pipeline Velocity

+18%

Qualified Lead Volume

215

By shifting the focus from lead quantity to lead quality through a multi-channel ABM approach, we successfully stabilized the client's pipeline. The engagement resulted in a higher density of target-account conversions, allowing the sales team to focus on deals with 30% higher average contract values.

Duration: 6 months