B2B SaaS Pipeline For A Museum Technology Platform
Google Search paired with LinkedIn lead gen and HubSpot tracking turned niche B2B demand into a steady flow of booked sales meetings.
What we were solving for
The client sells a specialized platform to museums and cultural institutions, a small addressable market where broad campaigns waste budget. The goal was not raw leads, it was booked sales conversations with the right decision makers.
How we built the campaign
Rebuilt Google Search campaigns around high-intent museum operations keywords, filtering out academic and consumer searches.
Layered LinkedIn lead generation on top of Search to reach roles that rarely convert on Google, tied to the same HubSpot pipeline.
Connected every ad click through HubSpot so conversions were counted as booked meetings, not just form fills.
Weekly reporting reviewed spam versus qualified leads, meetings, and pipeline stage so budget shifted to what actually produced conversations.
What the numbers looked like
- 183 sales meetings booked across 28 weeks with consistent weekly volume.
- 278 spam filtered qualified leads from 12,811 clicks, a 2.2 percent click to qualified lead rate.
- LinkedIn added incremental leads without cannibalizing Search performance.
- Cleaner HubSpot attribution let the team defend and scale paid budget on real pipeline impact.
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