Case Study: How a B2B SaaS Company Used CTV for Lead Generation

Publish Date: 2026-06-25 | Slug: b2b-saas-ctv-case-study (verified) Category: Case Study | Funnel: MOFU | Author: Jestin McCarthy Word Target: 1,500-1,900 | Hero: NO text | Title: "B2B SaaS CTV Case Study: 27% More Demos at Lower CPL" (53)

Story (composite, consistent numbers)

"Brightline Ops" field-service management SaaS ($89/seat/mo, ACV ~$2,100, buyers = trade-business owners).

• Baseline: $11K/mo digital (LinkedIn $180/lead trending up, Google, content); 95 leads/mo blended $116
• Insight: B2B buyer = SMB owner = consumer at home on the couch. LinkedIn reaches their job title; TV reaches their living room.
• Test: $4K/mo x 3 months, 6 metros dense with field-service businesses; pain-story creative (owner drowning in paper schedules)
• Phase 1 mistake: feature-tour creative, weak completion (83%) → swapped to pain-story (94%)
• Results (months 2-3): branded search +38% targeted metros vs +4% control; demos +27%; TV-influenced demo-to-trial 31% vs 22% baseline; est. incremental lead cost $74 vs $116 blended
• After: CTV permanent $5K/mo, LinkedIn trimmed 30%, 6-metro → 10-metro rollout

Internal links

/resources/what-is-connected-tv-advertising, /resources/ctv-targeting-options-guide, /resources/retargeting-tv-viewers-ctv-conversions, /resources/how-to-measure-advertising-effectiveness

Version history

• v1 · 6/20/2026, 3:11:54 AM · migration import