Pipeline OS.
B2B SaaS in revenue operations. Sales team burning out on outbound, pipeline anemic. We ran LinkedIn ABM + Google Search against a 1,200-account ICP list — 2,400 MQLs at $58 CPL, $3.2M pipeline influenced in 9 months.
- Client
- B2B SaaS · RevOps tooling
- Period
- 9 months → ongoing
- Channels
- LinkedIn · Google Search · Display
- Spend managed
- $45k → $120k / mo
The problem.
Product was solid, NPS 71, retention 94%. The problem was the top of the funnel. Sales had been the entire growth engine — 8 SDRs cold-calling RevOps leaders at mid-market accounts. The numbers worked at small scale, broke at growth: cost per meeting was $440 and rising, reply rates were collapsing post-Apple Mail Privacy.
Previous LinkedIn agency had spent $80k pushing generic gated whitepapers to anyone with "Revenue" in their title. Conversion to opportunity: 1.2%. Pipeline contribution: noise.
Fig. 01 — Custom Looker dashboard. Read in 10 seconds, exported to board monthly.
What we did.
The fix wasn't more spend. It was tighter ICP, better creative, and only running where the buying committee actually was. We threw away the "lead gen" playbook and ran account-based paid against a finite, named list of 1,200 companies. If they weren't on the list, we didn't bid.
- ICP list · 1,200 named accounts built from CRM win analysis, weighted by ARR fit
- LinkedIn ABM · matched audiences uploaded weekly, Doc Ads + Conversation Ads, no whitepapers
- Google Search · brand defence + competitor + 40 high-intent non-brand keywords, manual bidding
- Creative · 10 LinkedIn variants per persona per month, all framed as "the thing your CFO is asking you about"
- Sales integration · MQL → SDR within 90 seconds via webhook, account intent score visible in CRM
- Buying committee · 5 personas per account targeted in parallel, not just the CRO
The channel mix.
LinkedIn is where the audience is, Google is where the intent is, Display closes the loop. We stopped running anything that didn't tie to a named account on the list.
Execution.
We sit inside the customer's HubSpot. MQLs flow through with intent score, account fit, and the campaign that generated them. The SDR team finally trusts the leads they're calling. Bonus: outbound volume dropped 40% because they're working warmer accounts.
- Stack · LinkedIn Campaign Manager · Google Ads · HubSpot · Clearbit · Looker
- Cadence · weekly creative drop, biweekly ICP refresh, monthly pipeline review with sales
- Reporting · custom Looker dashboard, board-ready, refreshed every 4 hours
"Our previous LinkedIn agency sent us leads. Bitchen sent us accounts we'd already lost a deal to two years ago — and got us back in. The board now treats marketing as a pipeline channel, not a cost line."VP Marketing — B2B SaaS, RevOps category