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Microsoft Dynamics and ERP consulting firm: $2.3M+ in qualified pipeline and 138% more qualified B2B leads in nine months

An enterprise software consultancy sells Microsoft Dynamics, ERP and CRM services: complex, high-consideration purchases where a form fill is not yet a lead. We restructured paid search around high-intent solution terms, built solution landing pages and SEO content clusters, and connected campaigns to CRM nurturing so quality was measured at opportunity stage. Qualified leads rose 138% in nine months.

Microsoft Dynamics and ERP consulting firm case study: $2.3M+ qualified sales pipeline contributed in nine months

At a glance

$2.3M+
Qualified sales pipeline contributed
+138%
Qualified B2B leads in nine months
4.1x
ROAS on Google Ads
+64%
Sales-qualified opportunities

Microsoft Dynamics and ERP consulting firm · B2B technology and enterprise software services. The client is not named. Source: Figures as reported in the engagement brief; it includes no platform screenshot. Period: Nine months.

Google AdsNegative-query controlSolution landing pagesTechnical SEOContent clustersCRM automation and lead nurturingLinkedIn

Starting point

Landing pages converted at 2.7%, and paid search was attracting queries that produced demos the sales team could not close: the form fill looked like success while the pipeline said otherwise.

Organic pages and campaign landing pages lacked a clear solution focus, and CRM follow-up gave no visibility of lead quality beyond the first contact.

What we did

  • Restructured Google Ads around high-intent ERP, CRM, Business Central and Power Platform terms, and cut the queries that only generated demos nobody could close.
  • Built solution-focused landing pages and technical SEO content clusters, so organic pipeline grew alongside paid rather than competing with it.
  • Connected campaigns to CRM automation and lead nurturing, so each lead could be followed to opportunity stage and the channel judged on what it closed rather than what it captured.
  • Supported LinkedIn engagement as part of the wider B2B journey, and reported every acquisition route on its pipeline contribution.

Results

  • More than $2.3M in qualified sales pipeline contributed.
  • Qualified B2B leads up 138% in nine months, and sales-qualified opportunities up 64%.
  • Google Ads at 4.1x ROAS, with cost per marketing-qualified lead down 29%.
  • Landing page conversion up from 2.7% to 5.6%; organic traffic up 165% and LinkedIn engagement up 185%.

What moved

−29%
Cost per marketing-qualified lead
2.7% → 5.6%
Landing page conversion rate
+165%
Organic website traffic
+185%
LinkedIn engagement

What this study does not show

  • Pipeline is a CRM figure, not closed revenue: the brief reports no win rate or closed-won value, so the $2.3M describes opportunities created rather than contracts signed.
  • The brief carries no platform screenshot, so the figures cannot be checked here against a report, and the client is not named.

Evidence

Every figure on this page is transcribed from the engagement brief, which is linked below. Where the brief includes a platform screenshot, the section above says what it shows and for which period; where it does not, the study says so. The client is not named, so the figures cannot be checked against a public property.

Download the engagement brief (PDF)

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