01 / Challenge
The challenge
Finova was generating leads but not customers. 68% of MQLs never progressed, their demo page converted at 2.1%, and attribution was unreliable — the CMO couldn't prove which channels actually drove closed revenue.
Case Study — FinTech SaaS
Half the CAC. Triple the pipeline.
Finova had strong product-market fit but couldn't scale acquisition profitably. We rebuilt their paid media strategy, landing experience, and attribution — turning a leaky funnel into a growth engine.
Client: FinovaIndustry: FinTech / B2B SaaSDuration: 9 months
Headline result
-50%
Enterprise CAC
3.2x
Sales-qualified leads
$8.4M
Pipeline generated
+86%
Demo conversion rate
14%
MQL→SQL rate
02 / Approach
Our approach
We segmented campaigns by ICP firmographics and ran account-based targeting on LinkedIn. Built a new demo request flow with progressive profiling and calendar-embedded booking. Implemented server-side tracking and CRM-integrated attribution so every touchpoint tied back to closed-won revenue.
03 / Results
The results
Enterprise CAC dropped 50% in six months. SQLs tripled and MQL-to-SQL rate climbed from 4% to 14% as we filtered out poor-fit leads earlier. The rebuilt demo page converted at 3.9%, and total generated pipeline reached $8.4M in the first year.
“
For the first time, I can walk into a board meeting and tell a clean story from ad click to closed deal. That's the real ROI.
Sarah Okonkwo
CMO, Finova
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