Overview
This SaaS company generated high lead volume but struggled with lead quality. Most demo requests came from small teams without enterprise budgets.
Sales teams were overwhelmed.
Pipeline quality was declining.
The Challenge
High form submissions, low close rates
SMB-heavy traffic
Generic messaging
Poor ICP targeting
Long, inefficient sales cycles
The issue wasn’t traffic — it was misalignment.
Our Strategy
1. ICP Refinement
Defined enterprise buyer persona
Identified revenue and employee thresholds
Built targeting filters
2. Messaging Repositioning
Shifted from feature-based messaging to ROI-driven enterprise outcomes
Added case-driven proof
3. Funnel Restructure
Multi-step qualification forms
Sales-ready demo scheduling
Retargeting segmented by company size
Results
+73% Increase in Qualified Enterprise Demos
Demo quality improved significantly as targeting refined.
+41% Increase in Close Rate
Higher-intent leads shortened sales cycles.
+28% Growth in Average Contract Value
Enterprise positioning attracted larger contracts.
Impact
The company shifted from chasing volume to building a high-value enterprise pipeline.
