B2B SaaS lead generation case study: $2M to $7M a year in 9 months
This B2B cyber security SaaS company had a strong product, an empty pipeline and revenue stuck at around $2M a year. We narrowed the focus to one niche, rebuilt the buyer funnel, rewrote the cold email positioning and automated demo booking. Nine months on: $7.2M in annual recurring revenue and 142 enterprise demos booked.
- Client
- B2B cyber security SaaS
- Category
- Lead Generation
- Timeframe
- 9 months
- Role
- Delivered as part of a team: funnel, outbound and sales process
The situation
The company sold custom cyber security software to anyone who could cover the minimum yearly commitment, across healthcare, finance, manufacturing and telecom. Which meant going up against more than 30,000 competitors.
Then the sales team was let go, the pipeline was close to empty and revenue dropped to roughly $2M a year. Agencies and consultants had already been tried. The outbound copy was generic and landed in spam, and the website didn’t tell security buyers why this product was different.
What we built
- 01One niche instead of four industriesWe 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.
- 02A buyer funnel for security peopleClear 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.
- 03An outbound engineCampaigns 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.
- 04Automated demo booking and a written sales processInterested 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.
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.
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 we’d look at.
What we’d tell you
ServicesGTM & Outbound
