+156% MQLs and $18.4M MXN in pipeline

Nublia generated 400 contacts a month with generic ebooks and webinars with inflated attendance numbers. Sales called them “paper leads”: students, browsing consultants, competitors. The real pipeline still came from the founders’ referrals — a channel that neither scales nor transfers.

The executive committee had lost faith in marketing: every budget request ran into “and what about last month’s 400 leads?”. The funnel and the internal credibility had to be rebuilt at the same time.

We signed the SLA with sales first: an MQL would be a contact from a company with 50+ daily shipments, in an operations or leadership role, with a concrete intent signal — a demo request, a case download after visiting pricing, or genuine attendance at a technical session. The month’s 400 contacts became 60. Nobody cried: those 60 were real.

We rebuilt content around operational pain, not the product: honest comparisons against spreadsheets and against the American category leader, a cost-per-failed-delivery calculator, and cases with auditable numbers. LinkedIn Ads stopped chasing downloads and started chasing accounts: the 350 companies on the target list built with sales.

Every opportunity has been tagged by origin in the CRM since January. The attribution isn’t perfect — none is in B2B — but it’s consistent, and that’s what enables decisions.

Eight months in: 156% more MQLs than the previous semester under a stricter definition, $18.4M MXN in marketing-attributed pipeline and a 22% lower cost per opportunity. Three of the ten largest accounts on the target list are in active negotiation. And July’s budget meeting took twenty minutes.