Industry 03
Cost per SQL · Pipeline · Payback
For sales-led B2B SaaS teams where a booked demo is the conversion that matters. We optimize paid search and LinkedIn to qualified pipeline in your CRM, not to form fills.
Form fills sales ignores — Platforms optimize to leads, so budget flows to students, job seekers and competitors who happen to fill in forms.
Competitor terms that bleed cash — Bidding on rival brand names buys expensive clicks that rarely turn into qualified demos.
No line from ad to pipeline — Ad platforms never see what happens in HubSpot or Salesforce, so bidding learns from the wrong signal.
Long cycles, short patience — Deals close in 60 to 120 days, while campaigns get judged on first-week lead volume.
Tier keywords by intent — Problem, solution, category and competitor terms get separate campaigns, budgets and target costs.
Import CRM stages — MQL, SQL and opportunity stages flow back to Google, Microsoft and LinkedIn as offline conversions with values.
Bid on pipeline — Once enough SQLs flow back, bidding shifts from lead volume to SQL and opportunity value.
Qualify on the form — Demo forms ask team size and current tool, and route low-fit leads to self-serve instead of sales.
Report on payback — Cost per SQL, pipeline and CAC payback by channel, reviewed monthly with sales in the room.
Work
Proof
from
this
industry.
Illustrative demo figures for fictional clients. Results vary with margin, market, offer and spend.
The Growth Audit shows which of these moves pays back first for you.
