Context
A B2B SaaS in the HR tech space had a strong product but no repeatable acquisition engine. The founding team was selling manually through referrals, with no paid channel, no structured content, and no marketing infrastructure.
Problem
Revenue growth was stalling at €12k MRR and fully dependent on the founder's network. There was no predictability, no pipeline visibility, and no way to scale without the founder's direct involvement in every sale.
Strategy
Build a full-funnel acquisition system combining LinkedIn organic content (authority building), Meta Ads (demand capture), and an automated lead qualification flow. The goal was to create a machine that generated and qualified leads 24/7 without manual intervention.
Execution
Week 1–2: Audited ICP and mapped the buyer journey. Week 3–4: Launched 3 LinkedIn content pillars targeting HR Directors. Week 5–6: Deployed Meta Ads with lead form campaigns, A/B testing 6 creatives. Week 7–8: Built n8n automation to route leads from Meta → HubSpot → Slack alerts with ICP score. Month 3: Optimized based on conversion data, doubled budget on winning audiences.
System Built
Meta Ads → Lead Forms → n8n webhook → HubSpot CRM (auto-scored) → Slack alert to sales → Sequence automation (3-email follow-up). Looker Studio dashboard tracking CPL, SQL rate, and MRR attribution by channel.
Outcome
MRR grew from €12k to €80k over 7 months. CPL stabilized at €38. SQL-to-close rate reached 34%. Founder removed from day-to-day lead qualification entirely.