2.8x
Pipeline Growth
Northline SaaS
Northline’s paid was loud and expensive. We tightened the funnel, rebuilt demo paths, and made pipeline — not MQLs — the scoreboard.
2.8x
Pipeline Growth · Northline SaaS
Lower CPL, fuller pipeline
CPL
-47%
Demo show rate
+38%
The arc
Before. Undo. After.
Before
Rising CPL and a pipeline full of low-intent MQLs that never reached sales.
Undo
Rebuilt paid messaging around ICP pain, launched high-intent SEO landing pages, and redesigned the demo request path with clearer qualification and follow-up.
After
47% lower CPL, 2.8x pipeline growth
CPL
-47%
Demo show rate
+38%
Channels we wired
Northline was buying volume. Sales needed velocity. The gap between MQL count and closed-won was where the marketing budget was disappearing.
Qualify earlier, convert cleaner
We rewrote ads and landing pages for ICP pain — not feature lists — and redesigned the demo flow so intent was filtered before a calendar invite went out.
SEO as pipeline insurance
High-intent comparison and use-case pages gave paid a cheaper assist and gave organic a job in the funnel. Pipeline grew 2.8x while CPL fell nearly in half.