Cost per SQL cut 42% while pipeline grew 3.1×.
Enterprise SaaS optimizing to MQL - cheap leads that never converted. Rebuilt against Salesforce Opportunity with LinkedIn ABM + Google intent measured on a 90+ day window.
Why the account was underperforming.
Brand and non-brand Google Search collapsed into one campaign - brand efficiency subsidizing non-brand waste. LinkedIn spend on single-image ads, ignoring Thought Leader format that was 6× more efficient. No CRM writeback - every lead scored as MQL, none as SQL.
What actually changed.
Split brand vs non-brand Search
Real budget separation. Brand held its efficiency; non-brand exposed the waste we then cut.
Pivoted LinkedIn to TL Ads
60% of LinkedIn budget moved to Thought Leader Ads amplifying founder + CRO content. CTR advantage: 6× single-image.
TAL from CRM
Target Account List uploaded from Salesforce, refreshed monthly. Sequential creative arc against the list.
Offline conversion upload
SQL and Opportunity data uploaded daily to Google + LinkedIn. Both platforms now optimizing to pipeline, not MQL.
90-day attribution window
MTA rebuilt on the actual sales cycle. Multi-touch weighted to closed-won.
What the account looked like after.
Cost per SQL down 42%. Pipeline value 3.1×. LinkedIn CPL up (as expected) - LinkedIn SQL down 38%. Sales team reported qualitative lead quality improvement inside week 3.