← IndustriesPipeline that closes,
B2B SAAS · VERTICAL PLAYBOOK
Pipeline that closes,
not vanity MQLs.
Long sales cycles, multi-threaded buying, and 88-touchpoint journeys over 272 days. We build LinkedIn ABM against Google intent, measured against the CRM - MQL to SQL to pipeline to revenue, on a long window.
NORTH STAR
Cost per qualified lead → SQL → pipeline, reported against CRM (HubSpot / Salesforce).
Channel mix.
Directional - tuned per account
LinkedIn (ABM + TL Ads)
45%
Google Ads (Search + intent)
30%
Programmatic ABM (RollWorks / 6sense)
15%
Meta (retargeting + creator)
10%
The playbook.
Four workstreams
STRUCTURE
Tiered ABM (T1/T2/T3), Lead Gen Forms paired with landing pages, Thought Leader Ads as the efficiency lever.
CREATIVE
Committee-mapped offers, Document Ads, founder-led TL Ads, 14-day creative refresh cadence.
SIGNAL
LinkedIn Conversions API, CRM writeback with UTMs preserved, offline conversion upload for Google.
SCALE
Expand from T1 named accounts outward; retargeting-heavy budgets against high-intent segments.
Measurement
Long-window attribution to closed-won, not in-platform CTR. MMM for cross-channel share once volume supports it.
Benchmarks we operate against.
Directional · 2025–26
LinkedIn median CPC
$3.94
Lead Gen Form CVR
6–10%
TL Ads CTR advantage
6× single-image
Google B2B CPL
$70.11 avg
The world we're running in
Committee
Pipeline
Exec
Account plan
Instrumentation stack
HubSpotSalesforceClayApolloRollWorksCommon Room
B2B PIPELINE MODEL
Cost per SQL cut 42% while pipeline grew 3.1×
Split brand from non-brand search, moved LinkedIn budget from single-image to Thought Leader Ads, and reconciled every lead against Salesforce Opportunity - cheaper leads that actually closed.
NAMED CASE FILES PUBLISH WITH CLIENT CONSENT
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