Global B2B SaaS organisation · Case study

Global B2B SaaS Lead Generation

ExtraDigital helped one global B2B SaaS brand achieve its annual lead‑generation target in six months, with a reported 17:1 ROI.

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Client: Global B2B SaaS organisation
Sector: B2B SaaS, 15 international brands
Services: Lead Generation SEO PPC Social Media

Key results

Annual lead-generation target achieved: 6 monthsAnnual lead‑generation target achieved
Reported return on investment for the same brand: 17:1Reported return on investment for the same brand

Overview

One core brand achieved its full-year lead-generation target in six months and recorded a reported return on investment of 17:1.

The result formed part of ExtraDigital's work with a global B2B SaaS organisation operating across 15 international brands. We managed search, paid media and professional-network campaigns across EMEA, North America and APAC.

Each brand worked towards agreed targets for qualified meetings and pipeline contribution, connecting digital marketing activity with the organisation's revenue and growth objectives.

The challenge

The brief was to generate enquiries that could progress into qualified sales conversations—not simply increase lead volume.

Campaigns needed to support each brand's annual targets while aligning messaging, targeting and investment with regional audiences and buying intent. That required coordinated campaign management alongside attention to the journey from the advert or search result to the enquiry.

The solution

Coordinating campaigns across global markets

We managed campaigns across EMEA, North America and APAC, refining messaging, audience targeting and budget allocation for each region. Search, paid media and professional-network activity worked towards the brands' agreed commercial objectives.

Directing investment towards stronger opportunities

We refined audience segments, search terms, keyword targeting and campaign content, using conversion performance to guide budget allocation. Ongoing market and competitor research informed these decisions.

Connecting campaigns with the enquiry journey

We aligned campaign messaging with landing pages, strengthened value propositions and worked on enquiry capture. Reducing friction between the initial visit and the enquiry supported the focus on leads that could progress into sales conversations.

This work brought together paid search, paid social and SEO within a coordinated B2B digital marketing programme.

The results

A mid-year performance review recorded two headline results for one core brand:

The full 12-month lead-generation target was achieved within six months.
Reported return on investment reached 17:1.

The result centred on the client's commercial priorities: qualified meetings and pipeline contribution, rather than traffic or lead volume alone.

Frequently asked questions

How do you focus B2B SaaS campaigns on qualified leads?

We align campaigns with agreed sales objectives, including qualified meetings and pipeline contribution. Audience segmentation, keyword targeting, messaging and landing pages are considered together so the focus extends beyond the number of enquiries.

Can you coordinate SaaS campaigns across international markets?

Yes. This project involved campaign management across EMEA, North America and APAC for an organisation with 15 international brands. Messaging, targeting and budget allocation were refined around regional audiences and buying intent.

How do paid media and SEO work together for B2B SaaS?

They should support the same commercial objectives while addressing different opportunities to reach prospective buyers. We coordinate search, paid media and professional-network activity with campaign content and landing pages, rather than managing each channel in isolation.

How do you connect marketing performance with sales outcomes?

We agree the outcomes that matter to the business, such as qualified meetings and pipeline contribution, and review campaign performance against those objectives. This keeps optimisation focused on sales opportunities as well as enquiry generation.