Case Study
B2B SaaS: Rebuilding Organic Pipeline
B2B SaaS & Technology · United States & United Kingdom
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Headline results
The Problem
Where they started
A mid-market SaaS platform had plateaued on organic. Traffic was flat year on year, and the pages that did rank attracted researchers rather than buyers. Demo requests from organic had fallen for three consecutive quarters.
The Strategy
What we changed
We reprioritised the entire content programme around commercial and comparison intent, rebuilt the site architecture into topic clusters, and rewrote the demo funnel around the specific jobs buyers were trying to complete.
Execution
What we actually shipped
- Full technical audit and remediation of crawl, index bloat and JS rendering issues
- Migration from a flat blog to a clustered architecture with deliberate internal linking
- 42 commercial-intent pages built against comparison and alternative queries
- Digital PR programme earning coverage in tier-one industry publications
- Demo funnel rebuilt with message match and reduced form friction
The Result
Where it landed
Organic became the highest-converting acquisition channel within nine months, and the pipeline it produced closed at a higher rate than paid search.
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