Nexus SaaS Platform: improvement Lead Quality Score

The B2B Programmatic Challenge

B2B programmatic advertising is notoriously difficult to execute well. Nexus had tried programmatic before with poor results — low-quality leads, high bounce rates from their landing pages, and a trial-to-paid conversion rate of just 12%. The fundamental issue was audience targeting: their previous campaigns reached broad "tech professional" audiences without any account-level qualification.

Intent Data Strategy

We rebuilt the programmatic strategy around intent signals. Using third-party intent data from Bombora and Demandbase, we identified companies actively researching project management solutions. We then layered in firmographic filters — company size 50-500 employees, technology stack signals indicating growth-stage companies — and targeted specific job titles in the decision-making chain: VP of Operations, Director of Project Management, CTO at SMB level.

Creative & Landing Page Alignment

We created personalized ad creative for each audience segment, with messaging tailored to specific pain points. The VP of Operations saw ROI and efficiency messaging; the CTO saw integration and security content. Each ad led to a corresponding landing page variant with matching messaging — a crucial alignment that most programmatic campaigns miss.

Performance Results

The precision approach delivered dramatic improvements. Lead quality score (as measured by Nexus's internal scoring model) improved 68%. Trial-to-paid conversion rate nearly tripled, from 12% to 34%. Cost per trial dropped from $120 to $48. Over six months, the campaign influenced $2.4M in pipeline — a 5.1x return on ad spend when accounting for closed revenue.