Paid Media
Search Engine Optimization
Data & Insights
Building a Revenue-Focused Lead Generation Engine for B2B SaaS
A leading provider of cloud-based spend management solutions partnered with Marcel Digital to improve one thing: lead generation that drives revenue. The focus wasn’t on increasing lead volume for reporting’s sake. Instead, the goal was to attract high-intent prospects, improve conversion rates across key digital touchpoints, and deliver leads that sales teams could consistently turn into real opportunities.
The Challenge
The company was investing heavily in digital marketing, but results didn’t always translate into pipeline growth.
On the surface, performance looked strong. Traffic was up. Lead counts were healthy. But once those leads reached sales, familiar issues kept surfacing:
Many leads weren’t a strong fit or weren’t ready to buy
Search traffic skewed toward early-stage or low-intent queries
Core solution pages underperformed as conversion drivers
Paid media generated inexpensive leads that rarely became customers
Reporting made it difficult to understand which efforts were driving qualified leads
The Approach
Marcel Digital focused the lead generation program in three main areas:
Capture higher-intent search demand
Both SEO and paid search were reoriented around keywords that signal active evaluation - searches tied to demos, software comparisons, and solution selection. This reduced irrelevant traffic and shifted acquisition toward prospects further along in the buying journey.
Improve conversion paths
Pages responsible for turning interest into leads were strengthened, including core solution pages and supporting content. Messaging was refined to better address buyer questions and pain points, while internal linking was improved to guide users from educational content to conversion-focused pages.
Cut waste and reinvest in what drives qualified leads
Performance data and sales feedback made it clear which traffic sources and keyword approaches consistently produced low-quality leads. Those were removed. Budget and effort were reallocated toward campaigns and tactics proven to drive ICP-aligned, sales-ready inquiries.
The Results
By prioritizing intent and lead quality, the company saw measurable improvements across its lead generation program:
Search-driven leads increased by 61% year-over-year
Traffic to conversion-focused pages grew by 25.73%, driving higher engagement and stronger conversion rates
Organic traffic from targeted markets increased by 21.4%
First-page keyword rankings expanded significantly, including multiple top-three placements
Lead-to-sale conversion rates improved, as sales engaged with more qualified prospects
Paid media exceeded revenue targets, despite generating fewer total leads
A small group of optimized and newly created content played an outsized role in performance, driving a disproportionate share of lead-related actions and reinforcing the impact of focused, intent-driven optimization.
By tightening search intent, improving conversion paths, removing low-quality traffic, and measuring what matters, the company built a more efficient and scalable lead generation program that better supports both marketing goals and sales outcomes.
