Northwind Analytics · SaaS
Tripling demo pipeline for a B2B analytics platform without raising spend.
A rebuilt organic engine and a revenue-connected funnel turned SEO from a traffic channel into Northwind's largest source of qualified pipeline.
- Client
- Northwind Analytics
- Industry
- SaaS
- Duration
- 12 months
- Location
- Austin, TX
Northwind Analytics
SaaS · 20253.2x
qualified demo requests
- qualified demo requests
- 3.2x
- organic traffic growth
- 236%
- lower blended CAC
- 38%
- organic-sourced pipeline
- $4.1M
01 · The challenge
Where they started.
Northwind had strong product reviews but was invisible in search. Paid acquisition was carrying the entire pipeline, CAC was rising every quarter, and the blog attracted students rather than buyers. Leadership needed a channel that would compound and lower blended acquisition costs within a year.
Objectives
- 01Grow organic-sourced demo requests by 2x in 12 months
- 02Reduce blended CAC by at least 25%
- 03Build a content system the in-house team could sustain
- 04Connect marketing activity to closed-won revenue in Salesforce
02 · Strategy
The plan.
We shifted the content strategy from top-of-funnel volume to commercial intent, fixed the technical debt holding the site back, and wired the funnel into the CRM so we could optimise for revenue rather than sessions.
Commercial intent first
Comparison, alternative and use-case pages targeting buyers already evaluating tools.
Technical reset
A crawl budget clean-up, rendering fixes and a new internal-link architecture.
Closed-loop measurement
Offline conversions from Salesforce fed back into analytics and ad platforms.
03 · Execution
How it unfolded.
Month 1–2
Audit and foundations
Resolved 2,400 indexation issues, rebuilt the information architecture and fixed Core Web Vitals across templates.
Month 2–5
Commercial content
Published 42 comparison, integration and use-case pages written with Northwind's solutions engineers.
Month 4–8
Conversion layer
Introduced an interactive ROI calculator and shorter demo forms, then A/B tested every key landing page.
Month 6–12
Authority and scale
Original benchmark research earned 180 referring domains and coverage in three industry publications.
04 · The work
Inside the campaign.
A look at the assets, pages and systems behind the results.
qualified demo requests
3.2x
organic traffic growth
236%
lower blended CAC
38%
05 · Before & after
What changed.
| Metric | Before | After |
|---|---|---|
| Organic sessions / month | 18,400 | 61,900 |
| Demo requests / month | 46 | 148 |
| Blended CAC | $1,940 | $1,210 |
| Page-one keywords | 112 | 1,036 |
06 · Business impact
The result.
Organic search became Northwind's largest source of qualified pipeline. The company reallocated 30% of its paid budget into product-led initiatives and entered its Series B with a materially lower CAC payback period.
Monthly demo requests
Monthly · engagement period
| M1 | 46 |
|---|---|
| M2 | 49 |
| M3 | 55 |
| M4 | 61 |
| M5 | 70 |
| M6 | 79 |
| M7 | 88 |
| M8 | 97 |
| M9 | 109 |
| M10 | 121 |
| M11 | 134 |
| M12 | 148 |
GTapex stopped talking about rankings in week one and started talking about pipeline. Twelve months later, organic is our biggest source of qualified demos.
Priya Raman
VP Marketing, Northwind Analytics
07 · Key learnings
What we'd tell anyone in their position.
Intent beats volume
Forty high-intent pages produced more pipeline than three years of top-funnel blogging.
Sales knows the keywords
Our best topics came from listening to sales calls, not keyword tools.
Measure what finance measures
Connecting the CRM changed every prioritisation decision we made.
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