Lead Quality Improvement
Refined audience targeting and creative testing to lift lead-to-customer conversion.
Client
A mid-market SaaS provider specializing in enterprise resource planning software for manufacturing firms.
The Challenge
The client was generating a high volume of top-of-funnel leads through broad search and social campaigns, but less than 3% were meeting the Sales Qualified Lead (SQL) criteria due to mismatched intent and company size.
Our Approach
- Implemented firmographic filtering to exclude companies with fewer than 50 employees.
- Developed a multi-stage lead scoring model based on content engagement depth.
- Shifted ad spend from broad 'management software' keywords to high-intent 'ERP for manufacturing' long-tail terms.
- Introduced mandatory 'Business Email' and 'Job Title' fields to gated content forms.
- Refined LinkedIn targeting using matched audiences and Job Seniority layers.
- Deployed A/B testing on landing page copy to emphasize ROI for decision-makers.
- Unified CRM data with ad platforms to optimize for Offline Conversion Tracking.
Execution
The project was executed over two main phases, starting with a 30-day data audit and tracking overhaul using Google Tag Manager and Salesforce integrations. We then shifted to an iterative campaign cycle, running weekly creative sprints on LinkedIn and Google Search to test messaging variations.
Results
By prioritizing lead quality over raw volume, we successfully aligned marketing output with the sales team's requirements. This shift not only increased the technical qualification rate but also improved the overall health of the sales pipeline and shortened the time to close.
Duration: 6 months
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