SaaS · Pune · 6 months · Sample
2.6× more SQLs a month at a lower CAC
Spend moved from broad search to LinkedIn ABM, with intent-scored follow-up and a shared SQL definition.
2.6×
SQLs per month
−32%
CAC
11 mo
CAC payback (from 19)
+64%
Demo-to-close rate
The challenge
Most of the budget went to broad Google Search terms that brought students, job seekers and very small businesses. Sales rejected most of the MQLs, and CAC payback had stretched past 18 months.
What we did
- 01
One definition of an SQL
Agreed fit and intent criteria with sales in week one and built them into the CRM as a lead score.
- 02
ABM on LinkedIn
Targeted a list of 4,000 ideal-fit companies with role-based creative and a gated payroll-compliance toolkit.
- 03
Search that pays
Cut 70% of keywords and kept competitor, alternative and high-intent problem terms.
The result
2.6× SQLs per month. Every number above was tracked in the CRM and reconciled with the client's sales records each month.
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