B2B software company cut cost per qualified lead by 42%

A B2B software company was generating plenty of form fills, but its sales team spent too much time following up with contacts who were not a fit. Paid campaigns were optimized for volume instead of qualified pipeline.

The Challenge

Several audiences saw the same messaging and landing page. The form asked too little to qualify prospects, while the value of a sales-ready lead was not reflected in campaign reporting.

What We Changed

We separated campaigns by buyer role and intent, matched landing page content to each audience, and adjusted forms to capture useful qualification details without adding unnecessary friction. CRM events were connected to campaign reporting.

The Results

Campaigns began prioritizing prospects who matched the company's target accounts and were more likely to enter a sales conversation.

• 42% lower cost per qualified lead
• 36% more sales-accepted leads
• 29% improvement in landing page conversion rate

Why It Worked

Marketing and sales shared a clearer definition of quality. Better audience-message alignment improved conversion while the CRM feedback loop helped the team shift spend toward stronger opportunities.