Itilite – Pipeline Growth

Challenge

Itilite needed to accelerate their marketing qualified leads (MQLs) and sales pipeline in the competitive travel management software space. The company sought a comprehensive digital advertising strategy across Google, LinkedIn, and Bing to reach decision-makers efficiently and drive measurable business results.

Strategy

We implemented a targeted multi-platform advertising approach:

• Developed precise audience targeting across Google, LinkedIn, and Bing based on buyer personas
• Created platform-specific ad creative optimized for each channel’s unique user intent
• Implemented A/B testing framework to continuously refine messaging and landing pages
• Established cross-platform attribution model to optimize budget allocation
• Synchronized remarketing sequences across all platforms to nurture prospects

Results

• 178% increase in sales pipeline value within 4 months
• 143% growth in marketing qualified leads (MQLs)
• 42% reduction in cost-per-MQL compared to previous campaigns
• 68% improvement in ad-to-demo conversion rate
• 3.2X higher return on ad spend (ROAS) across all platforms

Key Takeaways

The multi-platform strategy demonstrated the power of synchronized messaging across Google, LinkedIn, and Bing. By tailoring content to each platform’s strengths while maintaining consistent positioning, Itilite successfully expanded their pipeline and improved conversion efficiency. The complementary approach leveraged LinkedIn’s precise B2B targeting, Google’s intent-based traffic, and Bing’s often-overlooked value to create a comprehensive digital acquisition engine.