Context: The Funnel Leak

On paper, acquisition looked strong, plenty of impressions, signups climbing, budget being spent. But CAC was inflating quarter after quarter, and the sales team was drowning in unqualified leads.

I saw a pattern I’ve seen before: a funnel running on volume, not focus. Money was being sprayed into channels that looked busy but didn’t pull the right audience. The problem wasn’t how much we were spending, it was where and how.

Approach: Turning Noise Into a Magnet

I reframed the acquisition problem as an energy distribution problem. If the system was rebalanced, the pull could increase without extra fuel.

1. Re-map the System
I built a conversion-efficiency matrix across channels: spend, cost per lead, and lead-to-opportunity conversion. The results made decisions obvious:

• Google Ads: High volume, low ICP fit.

• LinkedIn: Expensive, but best ICP alignment.

• SEO: Underfunded but compounding in qualified inbound.

2. Redirect Energy
We cut 40% of wasted Google Ads spend and reinvested into ICP-driven LinkedIn campaigns and SEO content. In parallel, product marketing helped reshape campaign messaging from feature-focused to pain-point-driven.

• 12 SEO-optimized articles published.

• 4 case-study landing pages built.

• LinkedIn campaigns rebuilt around decision-maker insights.

3. Layer in Experimentation
Every move was tested.

• 6 LinkedIn ad copy variants A/B tested.

• 3 landing page designs tracked with Hotjar heatmaps.

• HubSpot lead scoring automation segmented ICP vs non-ICP.

Outcome: The System Rebalanced

Four months later, the numbers told the story:

• CAC fell 35%.

• Qualified leads doubled.

• Pipeline revenue grew 47%.

But the bigger win was alignment: marketing and sales no longer debated lead quality, they collaborated on scaling the new playbook.

Reflection: Why It Worked

Acquisition isn’t a volume game. More clicks don’t equal more growth. This project worked because we tuned the system so energy compounded instead of leaked.

I call it the Demand Magnet: a system that pulls the right audience in and naturally filters the rest out.

Or in shorthand: “Acquisition isn’t about reach. It’s about resonance.”

Tools Used

• Google Analytics → traffic quality by channel

• Google Ads → campaign spend cuts

• LinkedIn Campaign Manager → ICP-targeted ads

• SEMrush / Ahrefs → SEO & keyword strategy

• HubSpot → lead scoring & nurture flows

• Hotjar → behavioral data on landing pages

• Looker → CAC and lead dashboards

• Google Sheets → ROI modeling