Case study 01 / 16
Lead Generation
B2B SaaS lead generation case study: $2M to $7M a year in 9 months
- Client
- B2B cyber security SaaS
- What I did
- Delivered as part of a team: funnel, outbound and sales process
- Timeframe
- 9 months
- Services used
- Annual recurring revenue
- $7.2M
- Revenue growth in 9 months
- 250%
- Enterprise demos booked
- 142
- Pipeline velocity
- 3.8x
Numbers from the published case study. The client is not named for confidentiality reasons.
(01) The short version
The short version
A B2B cyber security SaaS company had a strong product, an empty pipeline and revenue stuck around $2M a year. We picked one niche, rebuilt the buyer funnel, rewrote the cold email positioning and automated demo booking. Nine months later: $7.2M in annual recurring revenue and 142 enterprise demos booked.
(02) The situation
The situation
The company sold custom cyber security software to anyone who could afford the minimum yearly commitment: healthcare, finance, manufacturing and telecom. That put them up against more than 30,000 competitors.
Then the sales team was let go, the pipeline was close to empty, and revenue fell to roughly $2M a year. Agencies and consultants had been tried. The outbound copy was generic, it landed in spam, and the website didn’t explain to security buyers why this product was different.
(03) What we built
What we built
- 1
One niche instead of four industries
We tested the financial sector with around 2,000 targeted emails over two weeks. FinTech stood out, largely because of its cyber compliance needs, so that became the focus.
- 2
A buyer funnel for security people
Clear messaging for CTOs, CIOs and security leads, with short case-study videos cut from client interviews. Those videos became the spearhead of every cold email.
- 3
An outbound engine
Campaigns to mid-sized FinTech companies across North America and Europe, sending 300–450 emails a day, plus a separate campaign aimed at Fortune 500 FinTech decision-makers.
- 4
Automated demo booking and a written sales process
Interested replies went straight onto senior calendars. After the first deals closed, the whole process from first reply to signed contract was documented so it could repeat.
(04) What happened
What happened
Within a month of launching, the campaigns were booking 3–4 sales meetings a week. Adding case studies to the outreach gave a 5–7x lift in positive reply rate compared with sending without them.
Over 9 months, annual recurring revenue went from about $2M to $7.2M, a 250% increase, with 142 enterprise demos booked and deals as large as $210K. The team also ran an outbound search for a new Head of Sales, starting from a list of 363 candidates.
(05) What I’d tell you
What I’d tell you from this one
Honestly, the biggest lever wasn’t clever copy. It was picking a niche. Trying to be the best option for four industries meant being nobody’s first choice. If your pipeline is thin and your target market is “anyone who can pay,” that’s the first thing I’d look at.
