Technology / B2B · Anonymised
Record $2.67M pipeline month after rebuilding the B2B lead engine
A mid-market SaaS business with a lead-quality problem. We rebuilt paid media around buyer intent - the first full month was its best pipeline month on record.
Industry
B2B Technology - Mid-Market SaaS
Engagement
Ongoing growth partnership (current)
Timeframe
First full month of SE Digital engagement
Hero stat
$2.67M
Pipeline in first full SED month
B2B SaaS · April Y2 · single month, not annualised
Services provided
- Paid media strategy & management
- Funnel architecture & lead-scoring loop
- Creative testing & offer design
- Reporting & CRM integration
Channels
- Google Ads
- LinkedIn Ads
- Meta Ads
Tools & platforms
- HubSpot
- GA4
- GTM
- Looker Studio
Context
The business was already investing meaningfully in paid media but the previous setup optimised to form fills, not qualified opportunity value. Sales were inheriting volume without quality, and finance couldn't reconcile spend to revenue. The brief was simple: tie every dollar of media to a commercial outcome.
The problem
What we walked into
- -Cost per lead was tracking above the client's internal benchmark and trending up.
- -Pipeline was inconsistent month-to-month, making forecasting unreliable.
- -Paid channels were optimising to top-of-funnel signals, not won-deal signals.
- -No shared truth between marketing reports and CRM revenue.
Approach
What we did, in order
01
Rebuilt the account around buyer intent
Restructured Google, LinkedIn and Meta around the decision journey - not platform defaults. Bid strategies aligned to MQL→SQL conversion, not raw lead volume.
02
Closed the CRM loop
Lead scoring and stage data piped back into the ad platforms so spend chased revenue, not form fills. Reporting reconciled monthly to HubSpot, not platform UIs.
03
Tied creative to qualified-lead signals
Disciplined creative testing where each variant was measured against downstream qualified-lead and won-deal rates - not CTR.
04
Senior strategic input, weekly
Direct line into Sam for prioritisation, not a junior account manager working off a template.
Metric breakdown
The numbers, with context
Won deals - first full SED month
Up from a $400k baseline month · single-month figure
Record pipeline month
April Y2 - first full SED engagement month
Cost per lead vs prior benchmark
Measured against client's internal CPL benchmark from prior agency
Outcome
The first full month of engagement delivered $733k in won deals (up from the prior $400k baseline) and the best pipeline month in company history at $2.67M. CPL settled roughly 50% below the previous internal benchmark. The relationship is ongoing.
“Cost per lead came down, lead quality went up, and pipeline went from a guess to a number we could plan around.”
Talk to Sam
Want this kind of pipeline visibility?
If you're spending on B2B paid media without a clean line back to revenue, that's usually a structural fix - not a budget one. Book a strategy call and we'll show you where the leaks are.
Advisory Notice
A quick note
Every business is different. The examples on this site are real outcomes from past work, but they are illustrative only and not guarantees of future performance. Results depend on factors including market conditions, competition, customer behaviour, pricing, internal execution, and broader business decisions.
SE Digital helps identify opportunities, improve systems, and support stronger digital performance, but commercial outcomes always vary by context.