The Challenge
The outbound team delivered qualified leads, but the cost per SQL was too high to justify further investment in the same model. The company needed to find a way to increase volume without doubling sales costs — and without sacrificing lead quality.
The Approach
Instead of scaling the outbound team, we chose to add digital channels as a supplement. By combining existing outbound with targeted advertising and retargeting, we could reach more of the same decision-makers through multiple touchpoints — and let the channels reinforce each other.
- 1Mapped outbound results and identified gaps
- 2Added Google Ads and LinkedIn Ads
- 3Set up retargeting
- 4Integrated data in CRM
- 5Made the channel mix work
Results
- ~55
Sales Qualified Leads over 4 months
- 40%
lower cost-per-SQL
- Pipeline growth without a proportional budget increase
“We'd assumed the solution was more SDRs. What we actually needed was more channels working together.”
The Outcome
The company now has a multichannel lead generation engine that delivers significantly more SQLs at a 40% lower cost per lead. Outbound remains the core, but it's now reinforced by Google Ads, LinkedIn Ads and retargeting that warm up prospects and increase conversion rates.