Case study
How a B2B SaaS Company Reduced CAC by 62% and 4x-ed MQL Volume
An anonymised client — a B2B cloud infrastructure SaaS — was spending ₹28,000 per MQL with a 14-month CAC payback period. VR Digital rebuilt their entire demand-generation engine using AI content, automated nurture sequences, and intent-based paid targeting — cutting CAC by 62% while quadrupling qualified pipeline.
Client
Anonymised client
Industry
SaaS / Tech
Engagement
9 months · ongoing
Services
SEO + LinkedIn Ads
Anonymised client
An anonymised client — a B2B cloud infrastructure SaaS — was spending ₹28,000 pe…
MQL Volume
4.2x
↑ Client-reportedCAC
-62%
↑ Client-reportedTrial-to-Paid
38%
↑ Client-reportedPipeline Generated
₹8.4Cr
↑ Client-reportedObjective
Only 18 MQLs per month despite ₹45L/month in spend — a ₹25,000 cost per MQL. Website conversion rate was 0.6% — leads were not being captured from organic traffic. Nurture sequence was three generic emails — 80% of leads went cold within two weeks. LinkedIn campaigns targeting broad "IT decision maker" audiences with no intent data. No lead scoring — sales was calling every form fill regardless of fit or intent. Zero middle-funnel content — no case studies, calculators, or comparison pages. Trial-to-paid rate was only 12% — product was not activating users effectively.
Challenges & Solutions
What stood in the way, and what we changed.
Only 18 MQLs per month despite ₹45L/month in spend — a ₹25,000 cost per MQL.
- Website conversion rate was 0.6% — leads were not being captured from organic traffic.
- Nurture sequence was three generic emails — 80% of leads went cold within two weeks.
- LinkedIn campaigns targeting broad "IT decision maker" audiences with no intent data.
- No lead scoring — sales was calling every form fill regardless of fit or intent.
- Zero middle-funnel content — no case studies, calculators, or comparison pages.
- Trial-to-paid rate was only 12% — product was not activating users effectively.
Built ICP profiles using AI analysis of closed-won deals — uncovered three distinct buyer personas not previously identified.
- Rebuilt LinkedIn campaigns around technographic targeting: companies using AWS + Terraform + growing headcount.
- Launched an AI-generated thought leadership content programme — 2 long-form articles/week, repurposed into LinkedIn carousels.
- Built an interactive ROI calculator (no-code + AI copy) that captured email and triggered automated sequences.
- Designed an 18-email nurture sequence personalised by industry, company size and trial behaviour.
- Implemented lead scoring in HubSpot — sales only received SQLs scoring 70+.
- Built a comparison page ("the client vs [Competitor]") for each of the top five alternatives.
- CRO programme on the trial sign-up flow — reduced steps from 7 to 3, lifted trial starts 84%.
Our approach. 4 phases
Four phases, each with a clear output.
Step 01
Audit and research
The starting point, the data available and the questions customers ask.
Step 02
Plan
Priorities, measures and the work agreed in writing.
Step 03
Build and launch
Tracking, pages, campaigns and content go live.
Step 04
Measure and improve
Results reviewed against the agreed measures, with changes logged.
Results.
MQL volume grew 4.2x — from 18 to 76 per month, at lower total spend. CAC dropped 62% — from ₹28,000 to ₹10,700 per MQL. Pipeline generated in 9 months: ₹8.4Cr — 3.1x the prior year's total. Trial-to-paid rate improved from 12% to 38% after nurture and activation redesign. ROI calculator became the #1 site conversion asset — 340 MQLs in 9 months from one page. LinkedIn CTR improved from 0.4% to 2.1% — above the B2B SaaS benchmark of 0.8%.
MQL Volume
4.2x
↑ Client-reported
Over 9 months · client-reported
CAC
-62%
↑ Client-reported
Across the full engagement period
Trial-to-Paid
38%
↑ Client-reported
Across the full engagement period
Pipeline Generated
₹8.4Cr
↑ Client-reported
Across the full engagement period
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The starting state
Only 18 MQLs per month despite ₹45L/month in spend — a ₹25,000 cost per MQL. Website conversion rate was 0.6% — leads were not being captured from organic traffic. Nurture sequence was three generic emails — 80% of leads went cold within two weeks. LinkedIn campaigns targeting broad "IT decision maker" audiences with no intent data. No lead scoring — sales was calling every form fill regardless of fit or intent. Zero middle-funnel content — no case studies, calculators, or comparison pages. Trial-to-paid rate was only 12% — product was not activating users effectively.
What we changed
Built ICP profiles using AI analysis of closed-won deals — uncovered three distinct buyer personas not previously identified. Rebuilt LinkedIn campaigns around technographic targeting: companies using AWS + Terraform + growing headcount. Launched an AI-generated thought leadership content programme — 2 long-form articles/week, repurposed into LinkedIn carousels. Built an interactive ROI calculator (no-code + AI copy) that captured email and triggered automated sequences. Designed an 18-email nurture sequence personalised by industry, company size and trial behaviour. Implemented lead scoring in HubSpot — sales only received SQLs scoring 70+. Built a comparison page ("the client vs [Competitor]") for each of the top five alternatives. CRO programme on the trial sign-up flow — reduced steps from 7 to 3, lifted trial starts 84%.
“This engagement fundamentally changed how we think about demand generation. We stopped buying leads and started building a system. The ROI calculator alone has generated more pipeline than our entire previous year of paid spend combined.”
Client team (anonymised)
VP Marketing, CloudPath SaaS
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Case study FAQs
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Read the figures alongside the stated challenge, timeframe and channels. Ask about the metric definitions and supporting evidence before using a result in your own forecast.
Will my business achieve the same outcome?+
Results vary with audience, competition, budget, offer and execution. A published case study is an example of an engagement, not a guarantee for another business.
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- Founder industry experience
- 8 years
- Based in India
- India
- Digital services
- 9
- Strategy & automation
- Custom