B2B Case Study
**Results**: Over a two-year period, we increased the number of keywords ranking by 232%, decreased the cost per lead by more than 50% year-over-year, and generated over $1.3 million in pipeline as well as $600,000 in closed deals within six months.
**Challenge**: Ipswitch, a Boston-based Software as a Service (SaaS) provider, serves clients across Europe, Asia, the Middle East, and Latin America. They were running paid media campaigns worldwide and had websites in various languages. Our task was to align their sales and marketing strategies to meet their ambitious sales targets while also enhancing brand awareness and developing a pipeline for future growth.
**Solution**: Facing competition from companies with larger marketing budgets, we needed to optimize Ipswitch's marketing expenditure.
**SEO**: We began with a technical SEO audit of the Ipswitch website to identify crucial issues hindering Google's ability to crawl, index, and rank their content effectively. After addressing these foundational problems, we concentrated on increasing organic traffic to the blog, establishing Ipswitch as a thought leader in the industry. We utilized an AI platform to streamline content research, creation, and optimization of existing articles.
**PPC**: Although PPC was a key part of the marketing team's lead generation approach, analysis revealed it was underperforming regarding closed deals. Collaborating with the finance team, we used analytics to pinpoint which paid leads contributed to the pipeline and revenue. We identified underperforming keywords from global campaigns for better budget optimization. Some digital tactics we implemented at Ipswitch included: refreshing meta tags, conducting a content and competitor audit, applying 301 link redirects, on-page optimization, providing internal linking suggestions, refreshing PPC ads and keywords, optimizing landing pages, expanding paid platforms, and implementing retargeting strategies.