Challenge

Pilot needed to scale growth while improving lead quality, not just increasing raw lead volume. Historically, performance skewed toward lower-funnel efficiency, but leadership wanted to understand whether upper-funnel investment could drive meaningful downstream impact without inflating cost per SQL or opportunity.

The challenge was twofold:

• Prove that Top-of-Funnel (TOF) spend could effectively expand reach and engagement with relevant audiences.
• Demonstrate that TOF activity could positively influence downstream performance, even when direct conversions were not immediately attributable.
  

Strategy

JDM implemented a full-funnel paid media strategy with TOF positioned as a demand and audience-building engine, not a direct-response channel.

Top of Funnel (TOFU)

• Activated TOFU across Reddit, LinkedIn video, and Meta video
• Focused on reach, engagement, and message resonance rather than immediate conversions
• Leveraged:
  • Interest-based targeting on Reddit to reach high-intent SMB communities
  • Video-first strategies on LinkedIn and Meta to introduce Pilot’s value proposition at scale
• With Meta video, JDM:
  • Deployed UGC-style founder video creative with broad, interest-agnostic targeting
  • Prioritized video consumption and completion as indicators of message relevance
  • Drove 130K+ ThruPlays with less than 5% drop-off from 25% to 100% view thresholds
  • Achieved $0.01 cost per ThruPlay, signaling exceptionally efficient reach and strong creative engagement
  • While direct down-funnel conversions were not recorded, Meta successfully expanded awareness and built high-intent retargeting pools

Middle of Funnel (MOFU)

• Built retargeting audiences from TOF engagement (video viewers at 25%, 50%, and 75%)
• Activated MOFU campaigns to re-engage already-educated users with more value-added content, such as guides and testimonial-focused creative. 
• Used video retargeting to maintain relevance and improve cost efficiency

Bottom of Funnel (BOFU)

• Optimized for SQLs and opportunities rather than raw lead volume
• Maintained alignment with sales qualification criteria to ensure lead quality
• Prioritized efficiency and conversion quality over scale

Results

The TOF-led strategy delivered measurable improvements in down-funnel quality and efficiency, while significantly expanding reach at the top of the funnel:

• SQLs increased 38% QoQ, despite a decrease in total leads
• Lead-to-SQL conversion rate increased 60%, indicating higher-intent demand entering the funnel
• Opportunities increased 16% QoQ, demonstrating real pipeline impact
• Cost per SQL remained flat, even as spend increased
• 32% of leads converted to SQLs, and 50% of SQLs converted to opportunities
• Opp-to-Win conversion held steady at 32%, reflecting strong sales alignment

TOF channels played distinct but complementary roles:

• Reddit delivered exceptionally strong lead quality, with a 42% Lead-to-SQL conversion rate
• Meta video drove scalable, cost-efficient reach and deep engagement, laying the foundation for future retargeting and brand lift. While Meta did not immediately drive direct conversions, engagement metrics clearly indicated strong brand lift potential, validating its role as a pure TOF channel within the broader funnel strategy.
• LinkedIn video supported MOFU retargeting, converting engaged TOF viewers at competitive CPLs, averaging $209