Lifecycle automation increases pipeline velocity for B2B SaaS
Implemented lead scoring, routing, and nurture tracks that improved sales focus and expansion for a Series B SaaS.
The results
MQL to SQL conversion rate
manual touches per opportunity
expansion revenue
Challenge
Our B2B SaaS client had strong inbound volume but low sales acceptance and inconsistent follow up. Customer marketing was manual and expansion revenue lagged.
Approach
We defined qualification criteria with sales, added behavioral scoring, and automated routing with SLA based alerts. We mapped lifecycle stages across marketing, sales, and success, then launched nurture tracks for trialers, evaluators, and customers. We added reporting that surfaced bottlenecks and cohort performance.
Build
Implemented HubSpot workflows, custom objects for product usage signals, and a QA harness that tests changes before publish. We built a library of templatized emails and landing pages, and documented the playbook for the team.
Impact
MQL to SQL conversion increased 54 percent and manual touches per opportunity dropped 35 percent. Customer lifecycle programs added 22 percent in expansion revenue within two quarters.
Stack
HubSpot, Segment, product analytics events, QA checklist, Looker Studio dashboards.