Pipeline tripled while CAC fell 38%
ABM-style LinkedIn campaigns paired with a rebuilt product site, interactive demos replaced PDFs, demo bookings followed.
SQLs / month
2271
CAC
$1,940$1,210
Demo conversion
2.1%6.8%
The starting point
Where things stood
Pipeline growth had flatlined while acquisition costs crept up. Marketing was generating leads, but sales called most of them unqualified.
The website didn't help either. It explained the product in dense prose and offered a 'contact us' form as the only next step.
What we did
The work itself
- 01We rebuilt demand gen around account-based targeting on LinkedIn: narrow lists, message matched by industry, creative that led with the problem rather than the product tour.
- 02In parallel we rebuilt the product site around interactive demos. Prospects could experience the core workflow before ever talking to anyone, which filtered out tire-kickers naturally.
- 03Weekly reporting moved from lead counts to pipeline metrics the board actually cares about.
Results
What happened next
Qualified pipeline tripled within three quarters while blended CAC fell by more than a third.
Demo-to-opportunity conversion climbed steadily too, because prospects arrived pre-sold.
Your turn
Want numbers like these?
We start every engagement with a free audit of your funnel. If the honest answer is that we can't help, we'll say so.