Client context: mid-market SaaS in the operations space, $1.4M ARR, India-first with US expansion plans. They came to us with strong product, weak pipeline — a familiar story. Here's exactly what we ran.
The diagnosis
The team had been running LinkedIn ads, Google Search, and cold email — independently, with no shared message and no closed-loop attribution. CPL was acceptable but conversion to opportunity was 6%.
- Top-of-funnel: high-volume, low-intent traffic from generic terms.
- Mid-funnel: no nurture, no retargeting, no content engine.
- Bottom-funnel: sales team chasing unqualified MQLs.
The 90-day plan
Weeks 1–2: foundations
Re-installed conversion tracking with server-side events. Wired HubSpot to ad accounts for full-funnel attribution. Killed 60% of underperforming keywords and audiences.
Weeks 3–5: message rebuild
Rewrote the value proposition around jobs-to-be-done, not features. Shipped a category-defining pillar page and three supporting deep-dives. Built a custom benchmark calculator as a lead magnet.
Weeks 6–9: paid amplification
Launched intent-led Search at the bottom of funnel; LinkedIn Thought-Leader Ads at the top. Used the same creative team across organic and paid for narrative consistency.
Weeks 10–13: nurture & sales handoff
Built a 7-email lifecycle nurture, a WhatsApp follow-up sequence for warm leads, and a weekly sales/marketing sync to refine MQL definition.
What we'd do differently
- Start the message rebuild on day 1 in parallel with tracking — it took us two weeks longer than needed.
- Invest in a customer-evidence library earlier (case studies, quotes, ROI proof).
- Add an outbound SDR layer at week 6 to capture demand we were creating.
Takeaway
Pipeline doesn't 4× from cleverer ads. It 4×s from coherent message, clean attribution, and a funnel that respects how B2B buyers actually decide. If this is your problem, we'd love to talk.
