Building a £2M Pipeline for a B2B SaaS Platform

The Challenge

A B2B SaaS platform targeting mid-market CFOs had a strong product but an underperforming pipeline. Outbound was generating volume but poor-quality leads, and inbound content was generic and failed to convert decision-makers.

Our Approach

1. Developed an ideal customer profile (ICP) framework based on firmographic, technographic, and intent data signals.
2. Created a content engine of gated whitepapers, ROI calculators, and industry benchmarking reports designed for CFO-level audiences.
3. Launched account-based marketing (ABM) campaigns across LinkedIn and programmatic display, targeting named accounts with personalised messaging.
4. Aligned marketing and sales with shared lead-scoring criteria and a joint SLA on follow-up timing.

Results

• Generated a qualified pipeline worth over two million pounds within the first two quarters.
• Inbound lead-to-opportunity conversion rate improved from 8% to 22%.
• Average deal size increased 35% as campaigns attracted more senior buyers.

Key Takeaways

• ABM works best when marketing and sales share a single definition of a qualified lead.
• Content must speak to the specific pain points and metrics that matter to decision-makers.
• Personalisation at the account level outperforms broad demographic targeting for high-value B2B sales.