RouteIQ's demos were expensive and unpredictable — good months and bad months with no clear pattern. Here's how a LinkedIn + Google account rebuild cut cost per demo in half and added ₹3.2 Cr in pipeline over two quarters.
RouteIQ
B2B logistics & fleet-management SaaS
High, unpredictable cost per demo
Broad targeting, no lead scoring, spend not tied to pipeline
2 quarters
Ongoing performance marketing retainer
Performance Marketing
ABM targeting, tracking, CRO
RouteIQ's sales team was frustrated: demo volume was inconsistent, cost per demo swung wildly month to month, and a large share of booked calls were curious students and job-seekers rather than fleet operators who could actually buy. LinkedIn targeting was broad job-title matching with no company-size or industry filters, Google campaigns competed on generic "logistics software" terms with no intent qualification, and there was no CRM handoff to know which leads ever became pipeline.
Connected ad platforms to the CRM so every demo could be traced through to actual pipeline, not just form fills.
LinkedIn narrowed to fleet-size, industry and job-title combinations that matched closed-won deals; Google shifted to high-intent, buyer-specific search terms.
Tested demo-request copy and lead-magnet offers against the old generic "Book a Demo" CTA.
Budget concentrated on the audience and message combinations producing the lowest cost per qualified demo.
Rebuilt the demo-request page to pre-qualify fleet size before the form, cutting unqualified bookings.
Monthly reporting tracks cost per demo alongside pipeline value, quality-tagged with the sales team.
Qualification beats volume in B2B SaaS. Narrower LinkedIn targeting produced fewer total leads but nearly doubled the qualified-demo rate — proof that the old broad targeting was buying the wrong audience.
Rebuilt targeting and CRO cut cost per demo roughly in half while raising demo quality.
Every demo now traced through the CRM to actual sales pipeline, not just form-fill counts.
Better targeting and a qualifying landing page nearly doubled output without raising budget.
"They cut our cost per demo by half and, more importantly, tied every rupee to pipeline. ₹3.2 Cr of new pipeline in two quarters."
Cost-per-demo figures come from LinkedIn Campaign Manager and Google Ads. Pipeline value is pulled directly from the client's CRM, tracing every demo through to a qualified opportunity. Timeframe and starting baseline stated above, as with every case study we publish.
Send us access to your ad account — we'll show you exactly where budget is being wasted on the wrong audience and what it would take to tie spend directly to pipeline.
Contact Sales →