B2B SaaS
CloudOps Partner
B2B Lead Quality Transformation: More MQLs, Less Wasted Sales Time
Saved
Team Size
60 days
Timeline
Challenge
CloudOps Partner was generating plenty of leads from LinkedIn and Meta campaigns but the sales team was constantly frustrated by lead quality. Only 12% of leads were converting to sales calls, and of those, fewer than half were genuinely qualified. The marketing team was optimizing for volume — cost per lead looked great on paper, but cost per opportunity was catastrophic. Sales and marketing were in conflict.
Solution
We tightened audience targeting using firmographic filters on LinkedIn (company size 50–500, specific job titles, relevant industries) and introduced a 3-question instant form qualification step on Meta that pre-screened for budget, timeline, and decision-making authority. We restructured reporting to track cost per MQL and cost per opportunity — not just cost per lead — so both teams aligned on the same success metrics. We also launched a 5-touch LinkedIn retargeting sequence for warm prospects who had engaged with content but not converted.