The Project
ExtraDigital manages multi-channel digital marketing campaigns for a high-value B2B SaaS client operating across 15 international brands.
Each brand works towards agreed annual targets for qualified meetings and pipeline contribution generated through digital activity, with performance measured against revenue and growth objectives.
Overview
As part of our ongoing partnership, a mid-year performance review demonstrated strong momentum across the portfolio.
Through strategic optimisation of search, paid and professional network campaigns, we accelerated performance in the first six months of the year, exceeding annual benchmarks well ahead of schedule.
This approach focused not simply on lead volume, but on generating high-quality enquiries that could progress into sales conversations and revenue.
Our Approach
Integrated Campaign Management Across Regions
We manage and optimise campaigns across EMEA, North America and APAC, ensuring messaging, targeting and budget allocation align with regional audience behaviour and buying intent.
Granular Performance Optimisation
Activity is continuously refined at every level, including:
- Audience segmentation
- Search term and keyword targeting
- Impactful content development
- Budget allocation based on conversion performance
This ensures investment is directed towards the highest-performing segments and opportunities.
Conversion and User Journey Alignment
Performance marketing does not succeed without a strong on-site experience. We work closely on:
- Aligning messaging between campaigns and landing pages
- Strengthening value propositions
- Reducing friction in conversion pathways
- Improving enquiry capture mechanisms
This alignment increases efficiency and improves the quality of inbound leads.
Ongoing Market and Competitor Research
In-depth research underpins campaign strategy, ensuring we remain competitive in evolving markets and identify opportunities for growth across channels.
Results
Performance for one of the core brands delivered exceptional commercial outcomes:
- Lead generation targets for the full 12-month period were achieved within just 6 months
- Return on investment reached 17:1, meaning every $1 invested generated $17 in return
While these results reflect one brand within the portfolio, the remaining brands are also experiencing great year-on-year improvements in lead generation efficiency and pipeline contribution.
Commercial Impact
In an increasingly competitive digital landscape, success requires a coordinated strategy that aligns visibility, messaging and conversion. By taking a multi-channel approach and continuously optimising performance, we helped this SaaS organisation streamline acquisition, increase qualified meetings and maximise return on investment.
For B2B SaaS companies evaluating long-term growth strategies, integrated digital marketing can become a powerful driver of predictable pipeline generation.
