CASE STUDY · B2B SOFTWARE DEVELOPMENT
From declining traffic to a ~$90-100K monthly pipeline
A pre-built app development company watching its inbound engine slow down. I laid the brand, content, and SEO foundation, then drove the rebuild end to end, including a new AI services line.
2-3x
Lead generation growth
2.5K → 4.5K
Significant increase in monthly organic traffic
New line
AI services launched
THE CHALLENGE
The Challenge
The inbound engine was running down.
Organic traffic was declining month over month, brand messaging was inconsistent across product lines, and technical SEO was dragging the site.
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Nothing connected marketing activity to business outcomes. Leadership needed a partner who could diagnose the real problems and execute the fix, not hand over a strategy document and walk away.
01
Declining traffic
Organic was falling month over month, with technical SEO pulling the site down.
02
Inconsistent brand
Messaging blurred across product lines, so no offering had a clear lane.
03
No line to pipeline
Marketing activity was not tied to any business outcome leadership could see.
THE SOLUTION
What I Did To Make a Difference
I started as a consultant laying the brand, content, and SEO foundation, then drove the rebuild end to end, with a parallel push to launch a new AI services line.
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The point was to build reusable frameworks the in-house team could run, so marketing activity tied back to pipeline outcomes leadership could see.
01
Brand and positioning rebuilt
Removed inconsistent and out brand messaging across product lines, so each offering had its own clear lane in a crowded market.
02
Technical SEO and content engine
Removed unnecessary content hurting the brand, established new content & link building strategies with focus on conversions & domain authority. Traffic grew from 2.5K to 4.5K monthly visitors, at a cadence the team could maintain.
03
Improved weekly newsletter
Despite 35k subscriber base, there were no conversions. Improved the structure of each email newsletter and changed the content strategy to focus on product owner problems.
04
Reusable frameworks
Content, SEO, and outreach systems that gave the in-house team a clear day-to-day playbook.
05
New AI services line launched
Positioned and launched an AI agents-as-a-service offering with its own ICP and ABM motion.
THE BUSINESS OUTCOME
Results
Brand, SEO, content, and the new AI line fed a stable, measurable pipeline, not a one-off bump.
~$90-100K
Monthly pipeline generated
2-3x
Lead generation growth
2.5K → 4.5K
Monthly organic traffic
New line
AI services launched
INDUSTRY
B2B tech, Product development
STAGE
Established, inbound slowing
ENGAGEMENT
Brand, content, SEO, link building, new AI line
MY ROLE
Fractional CMO