SnapLogic
iPaaS
68% MQL, 47% SQL increase
SnapLogic: one year of value-based bidding
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Client logo
iPaaS
Inbound Pipeline Growth
Pipeline Intelligence
3× ROI from paid advertising.
A custom Signal Lead conversion based on key job titles changed what the bid algorithm optimized for.
3×
paid ROI
15×
Lead-to-MQL rate
50%
Signal Lead-to-MQL rate
The company
About SnapLogic.
SnapLogic is an integration platform-as-a-service (iPaaS) company that helps enterprises connect data, applications, and APIs across hybrid environments. The product sits inside the integration and automation category — alongside MuleSoft, Workato, and Boomi — and competes on its AI-powered approach to building integrations and its support for both data integration and application integration in one platform.
The buyer is the data and integration leadership: chief data officer, integration architect, head of IT. The sales motion is enterprise-driven with strong inbound demand from large organizations evaluating modernization of their integration stack.
The problem
The problem.
SnapLogic faced two major difficulties: a marketing-sourced first-touch attribution model that limited reporting, and low-quality bot traffic in Google that compounded the problem. Lead volumes were healthy, but the quality of those leads couldn't be measured or improved without a smarter conversion signal feeding the bid algorithms.
The work
What we built.
We analyzed SnapLogic's campaigns and CRM data and identified the need to improve offline conversion tracking. We created a custom-defined quality offline conversion metric — "Signal lead" — based on key job titles important to SnapLogic. It optimizes for quality users likely to become MQLs. We also implemented advanced targeting techniques and optimized ad messaging. Our consultative, hands-on approach guided SnapLogic through the technical complexity. We provided expertise in Google Offline conversion tracking and worked with the Marketing Operations team to create the logic in Marketo. We initially uploaded signals manually with a 24-48 hour delay, then guided SnapLogic to push these signals real-time via a Zapier webhook integration.
The outcomes
What changed.
3×
paid ROI.
Paid advertising ROI tripled within 3 months as the Signal Lead metric concentrated bid optimization on real prospects.
15×
Lead-to-MQL rate.
Lead-to-MQL conversion rate jumped from 1% to 15% as quality signal replaced volume signal.
50%
Signal Lead-to-MQL rate.
Signal Lead-to-MQL rate climbed from 15% to 50% — with MQL cost and volume held QoQ.
The services
Services behind the work.
Service 01
Inbound Pipeline Growth
Account-level audit and conversion-architecture redesign for quality, not volume.
Service 02
Paid Search
Google Ads with custom Signal Lead OCT and refined targeting.
Service 03
Pipeline Intelligence
Custom Signal Lead metric, Marketo integration, real-time Zapier webhook for offline upload.
Free · 5 business days · No commitment
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