B2B SaaS
Lumen Workflow — Halving CAC while doubling demo volume.
A workflow automation platform was buying growth at an unsustainable cost. We rebuilt the funnel around qualified pipeline instead of raw leads.
lumen.com — growth report
+141% Qualified Demos-46% Cost per SQL
Sessions
Conversions
Revenue
- +141%
- Qualified Demos
- -46%
- Cost per SQL
- $8.4M
- Pipeline Influenced
The challenge
Sales rejected 61% of inbound leads. Paid search bid on high-volume terms with no purchase intent, and the site had no comparison or alternatives content.
What we did
- 01Imported CRM stage data into ad platforms so bidding optimised to SQLs, not form fills.
- 02Built a 90-page comparison, alternatives and integration content system.
- 03Introduced a qualification-aware demo flow that routed by company size in real time.
- 04Launched an ABM layer on LinkedIn targeting the 400 accounts sales actually wanted.
The outcome
Lead-to-SQL rate rose from 39% to 71%. The company closed its Series B citing marketing efficiency as a core metric.
Indexed performance across the engagement period (12 months).
“They report on pipeline, not clicks. Our board meetings got a lot shorter.”
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