B2B SaaS United Kingdom

Sales-accepted volume roughly doubled on an unchanged budget

Cost per qualified lead fell while sales-accepted volume roughly doubled, without increasing spend.

Illustrative scenario — directional numbers · not a named client. A UK B2B software company, described by category rather than named.

Illustration: an office, a woman pointing delightedly at a pipeline-conversion dashboard on her monitor while a colleague gives a thumbs-up. — Illustration — not a product capture · Invented figures blurred out of the render

Azivra 01 The challenge

The challenge

The team was paying about £90 a lead and closing 2% of them. Cost per lead looked healthy on every dashboard, which is precisely why nobody had questioned it — the expensive problem was sitting one stage further down, in a sales team working a queue that was mostly noise.

The strategy

Lead Generation
AI Performance Marketing

We agreed what "qualified" meant with the sales team before touching a campaign, then optimized the whole path toward it: profile-first targeting, message-matched landing pages per segment, enrichment and scoring before anything reached a rep, and spend tuned toward the sources producing pipeline rather than form-fills. Leads that did not qualify were nurtured rather than dumped into the queue.

Azivra 02 The results

The results