The challenge
Demo requests were coming in at over $600 each, and sales were spending hours on prospects who were far too small to buy. The company had almost no organic presence for the terms its buyers searched during research.
SaaS · B2B logistics software company
Halving cost per demo for a B2B software company
A logistics software company was paying too much for demos that rarely closed. Better targeting, intent-led content and LinkedIn authority changed the maths.
- Cost per demo
- −46%
- Qualified pipeline
- 2.7×
- Organic demo requests
- +190%
Our approach
We rebuilt Google Ads around high-intent, problem-aware searches and excluded the long tail that attracted small operators. We launched comparison and 'how to choose' content aimed at operations directors, and ran a founder-led LinkedIn program to build authority with the exact job titles sales wanted to reach.
The results
Cost per demo fell by almost half, and because targeting improved, the proportion of demos that matched the ideal customer profile rose sharply — nearly tripling qualified pipeline within two quarters.
More demos wasn't the goal
The sales team didn't need more calls. They needed more calls with companies that could actually buy.
Three moves
Search: campaigns rebuilt around buyer problems with firmographic qualifying questions on the form.
Content: eight in-depth comparison and buying-guide pages targeting research-stage searches.
LinkedIn: a weekly founder-voice content program that built familiarity before the first sales call.
The result was a pipeline sales actually wanted to work — and a cost per opportunity finance was happy to scale.
More case studies
Want results like these?
Get a free, no-obligation audit with a prioritised action plan.