Content That Closes Deals, Not Just Drives Traffic
B2B SaaS Platform
Software
$4M annual revenue
Pacific Northwest
Content was driving traffic but failing to generate qualified leads or move prospects through the sales funnel.
Timeline: 8 months of content investment with minimal ROI
Our content audit revealed a disconnect between what prospects needed and what was being published.
80% of content focused on top-of-funnel awareness, ignoring consideration and decision stages
Sales team had never referenced marketing content in prospect conversations
High-traffic keywords were informational, not commercial intent
Industry average is 2-3% for B2B SaaS
Sales team rarely shared marketing-created content
We redesigned the content strategy around buyer journey stages and sales conversations.
Map content to specific stages of the buyer journey
Create content that sales could actually use in conversations
Focus on commercial-intent keywords that indicate buying readiness
Develop content series that nurture prospects through the funnel
We implemented a systematic approach to content creation and distribution focused on pipeline generation.
Created core pillar content addressing key buying decisions
Built automated nurture sequences to move prospects through funnel
Implemented tracking and optimization framework
The new content strategy delivered measurable pipeline impact and transformed how sales and marketing worked together.
First time content could be directly attributed to revenue
Higher quality leads with stronger buying intent
Content-educated prospects moved faster through sales process
“For the first time, our sales team is actually excited about our marketing content. Prospects come to calls already educated and ready to have serious conversations about solutions.”
Content that doesn't connect to revenue is just expensive entertainment
Sales team input is crucial for creating content that actually helps close deals
Commercial-intent keywords may have lower volume but drive qualified traffic
Content series perform better than standalone pieces for B2B buyers
Start with sales conversations to understand real buyer questions
Create content for each stage of the buyer journey, not just awareness
Implement proper attribution tracking from day one
Involve sales in content creation and get their feedback regularly
How we transformed scattered data into actionable insights for a B2B manufacturing company, reducing reporting time by 85% and increasing campaign ROI by 40%.
How we solved a $8,000/month lead quality problem for a management consulting firm, reducing cost per lead by 60% while improving lead quality by 180%.
Let's discuss how we can help your business achieve measurable growth through evidence-based marketing strategies.