B2B SaaS · 6 months
Cut cost-per-lead by 58%.
A B2B software firm's LinkedIn + Google Ads strategy. Niche ICP targeting and content-led funnel cut lead cost 58% in 6 months.
−58%
drop in cost per lead
Challenge
Reaching the right person in B2B was expensive.
The firm was acquiring SQLs at 3,200 TRY each. Slow sales pipeline, growing marketing-sales friction.
- LinkedIn ads ran broad; off-ICP clicks ate the budget.
- Google Ads relied on generic keywords; no niche-intent targeting.
- No content; ad → form → sell loop skipped the education stage.
Approach
ICP-focused targeting + content-led funnel.
- 01
ICP mapping
Defined ideal customer profile, personas and target job titles with the sales team.
- 02
LinkedIn ABM
Account-based campaigns aimed at 200 target accounts × decision-maker roles.
- 03
Content funnel
Sector benchmark report, video case studies, ROI calculator — gated content.
- 04
Niche Google Ads
Long-tail intent keywords, custom landing pages, search → demo flow.
Results
Where it landed after 6 months.
Lead quality up, cost down; sales and marketing speak the same language.
Cost per lead
MQL → SQL conversion
Monthly MQLs (was 95)
Sales cycle length
Visuals
Funnel and content samples.
Case data is real customer data; visuals are demo placeholders.
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