Scaling Pipeline Through Data-Driven Paid Campaigns

A mid-market SaaS company relied heavily on outbound selling, but marketing wasn’t contributing meaningfully to pipeline creation. Paid channels were fragmented, cost efficiency was declining, and there was no targeting strategy tied to the Ideal Customer Profile (ICP) or intent data. The goal: transform paid campaigns into a predictable and scalable source of qualified pipeline.

I designed and led a multi-channel performance marketing program focused on reaching and converting high-intent accounts.

Key components:

Paid Search (PPC): Capture active buyers with high-intent keywords, improved bidding control, and optimized landing experiences.

Paid Social: Deploy persona-specific messaging for awareness, engagement, and account warming.

Display & Programmatic: Expand reach to accounts showing early buying signals.

ABM & Intent Activation: Use ICP + firmographic + behavioral data to focus spend only on the right accounts.

Full-Funnel Attribution: Connect investment to revenue impact using BrightGauge + Salesforce reporting.

Rebuilt tracking architecture and conversion paths for clarity on influence and ROI.

Launched funnel-tiered campaigns that shifted messaging from problem → solution → value → proof.

Partnered with sales to align target accounts and accelerate follow-up with engagement data.

Implemented weekly optimization cycles to shift budget into highest-performing segments and geos.

The program delivered immediate and durable revenue outcomes:

117% ACV pipeline growth sourced from paid channels

More efficient spend through intent-based targeting and ICP segmentation

Paid media became a primary pipeline engine, not just awareness

By transforming paid channels into a precision acquisition system, marketing now delivers predictable pipeline tied directly to revenue goals. This integrated strategy created a model that can be scaled, optimized, and replicated quarter after quarter.