Case study

Driving superior pipeline and ROI

Prioritising buyer intent to drive stronger pipeline efficiency and long-term ROI. A practical example of how intent-first lead generation outperforms volume-led demand in enterprise buying environments.

Raising expectations

Delivering impact within a more selective partner ecosystem

In 2025, our client significantly tightened its partner ecosystem, reducing content syndication vendors from 21 to 9. Against this more competitive backdrop, Mixology Digital shifted away from traditional volume-based lead generation in favour of an intent-first approach that prioritised accounts already in-market for their solutions.

This shift enabled the client to improve demand quality, accelerate mid-funnel engagement, and build a sustained pipeline rather than rely on short-term lead spikes.

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Performance results

2025 campaign outcomes

2.6
x
Higher pipeline generated

vs peer average

2.1
x
Long-term ROI

(LTA ROAS)

25
%
More efficient CPO

(cost per opportunity)

Mixology’s intent-led targeting captured in-market demand earlier, leading to more opportunities and stronger downstream revenue influence.

Compared with traditional outreach approaches, earlier engagement translated into deeper pipeline impact.

This approach delivered the highest long-term attributable ROI across the partner ecosystem, reinforcing that relevance and quality outperform raw lead volume.

Returns continued beyond initial conversion, reflecting sustained account progression over time.

By removing low-intent accounts from target pools, investment was focused on buyers actively progressing through evaluation.

This reduced cost per opportunity without compromising quality, speed, or buying-group coverage.

Beyond the numbers

Strategic impact

The decision to consolidate vendors, alongside continued investment with Mixology Digital, reflects confidence in both performance and delivery. Mixology Digital's campaigns were recognised for:

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Converting early awareness into a sustained pipeline, rather than short-term spikes.
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Improved buying-group penetration, particularly among below-the-line stakeholders.
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Enhanced lead quality, reflected in stronger persona accuracy and conversion likelihood.
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More predictable pipeline velocity, as intent scoring signalled buying readiness.

Looking ahead

What this means for 2026

With buying committees expanding and decision cycles lengthening, intent-first syndication is becoming essential rather than optional.

This approach enables Mixology Digital to deliver:

  • Precise access to high-intent, in-market account clusters
  • Tailored content sequencing aligned to funnel stage
  • Buying-group identification and completion
  • Higher ROI at a lower cost per qualified opportunity
  • Scalable, repeatable pipeline momentum across GTM motions
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The takeaway

Intent-first focus at scale

Intent-first demand generation shows that focus beats volume. By prioritising in-market accounts and aligning activity to real buying signals, marketers can improve pipeline efficiency, strengthen ROI, and build momentum that lasts beyond individual campaigns without increasing cost or operational complexity.

What's next?

Turn buyer signals into real pipeline impact

You’ve seen how an intent-first strategy drives higher-value engagement. Let’s talk about how the same approach could lift your demand gen performance.

Book a free consultation
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