.
Case Study · Demand Generation · ABM
B2B Pipeline Up 220% in 6 Months.
Industry: B2B SaaS · Channel: Demand Gen & ABM · Timeline: 6 Months
What We Were Up Against.
The client was a B2B SaaS company with a strong product but a broken demand generation engine. Marketing was generating volume but not quality — sales was spending most of their time on leads that would never close. Pipeline was stagnant and the cost per opportunity was climbing.
They needed a senior strategist who could align marketing and sales, build a proper ABM program, and create a pipeline that sales actually wanted to work.
How We Built It.
Leslie started with a full funnel audit — mapping every touchpoint from first impression to closed deal. The gaps were clear: no ICP definition, no lead scoring, and marketing and sales operating in silos.
- ICP definition and target account list development
- Lead scoring model built with sales input and CRM data
- Account-based marketing campaigns across LinkedIn and email
- Content program mapped to buying committee roles
- Sales and marketing SLA — shared definitions, handoff process
- Intent data integration to prioritize in-market accounts
- Nurture sequences for early-stage and late-stage pipeline
- Full-funnel attribution model built in HubSpot
What It Delivered.
In 6 months, qualified pipeline increased by 220%. Qualified lead volume grew 4x while lead-to-opportunity rate improved 68%. Sales cycle shortened by 3 weeks on average. Total marketing ROI reached 2.1x with full attribution visibility for the first time.
Is Your Marketing Team Actually Driving Pipeline?
Book a free discovery call and Leslie will assess your current demand gen program and tell you exactly where the disconnect is between marketing and revenue.