Case studies · B2B software · London, serving the UK and Europe
How a London B2B software company won 31 paying customers in six months
A London B2B software company was spending heavily on outbound sales with slow results. We built a LinkedIn and Google Ads funnel aimed at operations directors in mid-size professional services firms, with a six-email nurture sequence. It produced 31 new paying customers within six months.
31
new paying customers
- Client
- B2B software
- Location
- London, serving the UK and Europe
- Monthly ad spend
- £4,500 a month
- Campaign length
- 6 months
- Industry
- SaaS and software companies
The challenge
This company had built a project management platform for mid-size professional services firms. The product was strong, but it won customers through cold email and LinkedIn outreach, which produced demos at a high cost and with long sales cycles.
It needed an inbound system that attracted decision-makers already looking for a project management tool, shortening the sales cycle and improving lead quality.
What we did
- LinkedIn campaigns aimed at operations directors, project managers and managing partners in professional services firms of 50 to 500 people across the UK and Europe.
- Google Ads on comparison and alternative searches, such as project management software for professional services and best project management tool for consultancies.
- A demo booking funnel: a problem-led landing page, a short qualifying form (company size, current tools, main pain points) and a calendar to book a personal demo.
- A six-email nurture sequence for people who downloaded the comparison guide but did not book, building the case with feature comparisons, return on investment figures and customer stories.
- CRM lead scoring based on company size, seniority and engagement with content.
The results after 6 months
- 189
- Demo requests
- 134
- Qualified demos
- £142
- Cost per qualified demo
- 52 (39%)
- Demos converted to trial
- 31 (60%)
- Trials converted to paid
- £8,400
- Average annual contract value
- £260,400
- Estimated annual recurring revenue
- £871
- Customer acquisition cost
"Lead Gems understood that SaaS lead generation is different from local services. The LinkedIn campaigns brought us exactly the right decision-makers, and the nurture sequence converted prospects we would have lost. Our cost per acquisition dropped by over 60% compared to outbound."