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Case Study
Learnyst’s

How We Rebuilt Learnyst’s B2B SaaS Acquisition Engine Around Sales Opportunities - Cutting SQL Cost by 39%

Learnyst is a learning management platform that enables educators, trainers and coaching businesses to build, launch and monetise their own online academies.

 

The opportunity was expanding as more individual educators and coaching businesses looked to take their knowledge businesses online. But scaling acquisition profitably required solving a deeper problem than generating more leads.

 

Learnyst was already generating consistent demand. The constraint was what happened deeper in the funnel – the cost of generating genuine sales opportunities remained high, limiting how aggressively the business could scale media.

Key Business Challenge

Build a full-funnel acquisition engine that could expand Learnyst’s reach across India while shifting optimisation away from lead volume towards SQLs and genuine sales opportunities - allowing customer acquisition to scale without proportionately increasing sales costs.

Campaign

B2B SaaS - India

Industry

EdTech

Key Growth Levers

Meta Ads | Google Ads | LinkedIn Ads

Before Re-architecting, We Diagnosed
Where Lead Generation Was Working, But Sales Economics Weren’t

Lead Volume Was Masking Funnel Efficiency

Consistent lead generation created activity at the top of the funnel, but the real constraint sat deeper – too few leads were progressing efficiently into sales opportunities.

Different Educators Had Different Buying Triggers

An individual trainer launching their first academy, an established educator scaling online, and a coaching business professionalising its operations weren’t evaluating an LMS for the same reasons.

Existing Demand Was Only One Part of the Market

Search could capture educators already looking for an LMS, but a much larger audience had the underlying need without necessarily searching for the category yet.

From Lead Generation to
A Full-Funnel Acquisition Engine Built Around Sales Readiness

High-Intent Channels Prioritised for Demand Capture

Google was structured around prospects actively demonstrating LMS and online-academy intent, ensuring media investment remained anchored to audiences already closer to evaluation.

Landing Pages Aided the Qualification Journey

Improved landing experiences and conversion paths to maintain message continuity after the click and move prospects towards stronger buying intent.

#ROI

Persona-Led Messaging

Segmented communication around different educator profiles and their specific business needs, making Learnyst’s proposition relevant to the problem each audience had.

Meta & YouTube Expanded the Demand Pool

Used demand-generation channels to reach relevant educators and coaching businesses before they entered active LMS search – educating them around the opportunity to scale their own academies.

CRM Signals Shifted Optimisation Deeper

CRM automation and analytics connected sales outcomes back to acquisition, allowing campaign decisions to increasingly optimise around SQLs and opportunities rather than form submissions alone.

We separated demand capture from demand creation, gave each platform a defined role, and connected media optimisation to deeper CRM outcomes. The objective wasn’t to generate cheaper leads - it was to create more opportunities at better economics.

Results Over the
Engagement Window

Sales Opportunities
↑ 0 %
Cost per SQL
↓ 0 %
Click-Through Rate
↑ 0 %
Bonus Win!

The most important shift happened below the lead line.

 

Opportunities increased by 43% while SQL cost declined by 39% – meaning Learnyst wasn’t simply buying more top-funnel activity. A larger share of the acquisition engine was translating into prospects the sales team could actually pursue, at substantially better economics.

Our Learnings
We Don’t Just Generate B2B Leads

We Build Acquisition Engines Around What Sales Actually Values
01

In B2B SaaS, CPL can improve while business economics deteriorate. The optimisation metric has to move as close to the sales outcome as the available data allows.

02

Demand capture and demand creation need different channel roles. Search harvests an existing category; social and video can expand the number of buyers who enter it.

03

Persona segmentation matters when the same software solves different business problems. Relevance comes from reflecting the buyer’s use case, not simply describing product features.

04

CRM feedback makes media smarter over time. When platforms learn from SQLs and opportunities instead of every lead equally, acquisition begins optimising towards commercial value.

For us, B2B SaaS performance marketing isn’t about filling the CRM – it’s about creating more sales opportunities at economics that make the next stage of growth possible.
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