B2B software company tripled qualified pipeline in two quarters
Moving reporting from lead count to pipeline created changed every budget decision, and the pipeline followed.
The problem
Marketing reported 400 leads a month and sales accepted about 12 of them. Budget was going to top of funnel content that ranked well and converted nobody.
What we did
We added a self reported attribution question to every form, which showed that a comparison page and two search campaigns were behind most real pipeline. Budget moved there. Twelve bottom funnel pages were written and search campaigns were rebuilt around problem aware terms rather than category terms.
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