Nextpoint sells eDiscovery into law firms and litigation-support teams. iExcel built the multi-channel demand engine — paid search, ABM, events, and the measurement foundation underneath it.
Nextpoint's buyer is a litigation partner, a legal-ops director, or an in-house counsel team. They don't fill out demo forms because a banner caught their eye. They evaluate slowly. They check references. They read.
For a category like that, marketing has to be a system: multiple channels touching the same accounts, a content layer worth gating, an event program that books real meetings, and a measurement spine that ties every dollar back to revenue.
iExcel built it across LinkedIn, Google, Bing, Display, Capterra, Facebook, YouTube, webinars, email nurture — plus the HubSpot, Salesforce, GTM, and Databox infrastructure that lets a CMO actually trust what's happening.
The first channel that worked at scale was LinkedIn. By Q3 2021 the program was converting clicks into leads at 13.85% — in a category where published B2B paid-social benchmarks sit in the mid single digits, and where most paid social produces tire-kickers instead of litigation-support directors. Monthly lead flow had climbed into the triple digits. That was the signal we'd found leverage.
The reaction wasn't to celebrate — it was to build the expansion plan. Grow the LinkedIn budget's share of the mix. Model monthly lead volume to roughly 2× while holding cost-per-lead essentially flat. Layer new vertical audiences on top and let the tests decide what scaled next.
The expansion held. Over the next six months the LinkedIn program compounded: steady lead flow month after month, with lead-form completion running at 22.7% — roughly double the platform's published lead-gen-form norms. That's not a lucky creative. That's audience-offer fit, held for two straight quarters.
The blended cost-per-lead stayed inside the expansion plan — and the campaign-level winners came in far below it. The best state-list audience delivered leads at roughly a third of the blended program cost. Guides converted. State-list audiences converted. Construction and litigation-support verticals converted. The pattern was always the same: specific audience, specific content offer, specific lead form — calibrated to what the buyer was actually looking for that week.
"The best state-list campaign delivered leads at roughly a third of the program's blended cost-per-lead. That's the floor of what's possible when audience, content, and form meet a B2B legal buyer where they already are."
The rest of the stack pulled its weight. Bing delivered a steady weekly lead flow at well under half the blended program cost-per-lead. The Google Display Software Seekers campaign converted at 8.11% with an acquisition cost under half the program blend — display running like a real lead channel, not a branding line. And the eDiscovery Guides search campaign cut its cost-per-conversion roughly 22% week over week while the tests ran.
Capterra was the quieter winner: nearly half of one month's review-site leads became opportunities, and one of them closed inside the same reporting window — one of the few channel→revenue lines clean enough to count.
Vertical guides, state-list ABM, lead-form testing, MOFU/BOFU audiences.
eDiscovery Guides campaign cut cost-per-conversion ~22% week over week.
Steady weekly lead flow at well under half the blended CPL. RLSA software-seekers up 50% MoM.
Software Seekers — 8.11% conversion rate at a CPA under half the program blend.
Nearly half a month's leads became opportunities — with a close in the same window.
Reporting correction surfaced a batch of previously-hidden demo requests.
Video-ad testing on the planned expansion roadmap.
Bombora surge, closed-lost lists, vertical audiences, ABM lists for events.
Paid drove the top of the funnel. Events did something different — they booked meetings. iExcel ran promotion, landing pages, paid invites, and post-event nurture across product launches, educational webcasts, and partner programs.
The multidistrict-litigation webcast converted 44% of its registrant list into live attendees. The Winter Product Launch converted 54% — above the 40–46% band most published webinar benchmarks report — and handed 8 booked meetings to sales. The Spring launch added two hot consultation requests, and the Transcript Management follow-up handed 7 more meetings to the Strategic Accounts team.
The case study isn't paid media. It's the infrastructure underneath the paid media. iExcel built and maintained the measurement spine that let every channel claim revenue it could actually defend.
Twenty-one new GTM conversion-tracking tags across LinkedIn, Facebook, Bing, and Google Analytics. Custom conversion events. Spam-domain blocking. False-conversion investigation. Salesforce attribution analysis. HubSpot form-conversion reporting that surfaced checklist forms converting above 60% while the homepage demo form quietly carried the raw volume — the kind of read that redirects a content roadmap.
The Facebook reporting correction alone re-ranked a channel: a batch of BOFU demo requests had been hidden by a wrong success metric, and a channel that had looked weak turned out to be one of the strongest.
In the Salesforce attribution workbook, 86% of won opportunities were marketing-sourced or conservatively marketing-influenced. We don't publish the client's pipeline dollars — we publish the share.
The Q4 2022 Salesforce Performance Review told the story most case studies never tell: every closed opportunity in the quarter, analyzed line by line against marketing's touchpoints — not a vanity dashboard, an audit.
Inside that closed-opportunity set, marketing's fingerprints showed up everywhere — the New Users Weekly nurture, paid review sites, paid search. Roughly a third of the quarter's closed deals were quick-closes that started inside the quarter itself; the rest had entered the funnel in Q3 and matured. That's a funnel with both velocity and depth.
The All-Won-Opps attribution workbook put a number on it: about a third of all won opportunities were marketing-sourced outright — first touch to close. Add conservative marketing influence, and 86% of the book carried a marketing touch.
For B2B SaaS leaders selling into long-cycle, deliberate buyers — legal, regulated, professional services — the Nextpoint engagement is the template.
It's not the story of a single hero channel. It's the story of a multi-channel demand engine, an event program that actually books meetings, an attribution layer that defends every dollar against Salesforce, and a measurement foundation that catches the things every other agency misses.
Marketing-sourced won deals, defended line by line in Salesforce. Real rates and real ratios — ready for the CFO's next question.
iExcel runs paid media, ABM, event programs, attribution, and the measurement foundation that ties every dollar back to revenue.
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