B2B TECH / SAAS // Q1–Q3 2024
Nexly — B2B Tech Marketing Case Study
From unknown to category authority — 220% pipeline growth, 4.1X demo requests, and 18 enterprise leads in 8 months through thought leadership and performance acquisition.
// 01 — THE BRIEF
// THE CHALLENGE
WHERE THEY WERE
Nexly had strong technology but zero market presence. In B2B tech, brand equals trust. Without brand equity, even strong products lose deals to better-known competitors with inferior technology.
// THE APPROACH
HOW WE THOUGHT ABOUT IT
B2B brand is built through thought leadership, not ads. We made Nexly the most credible voice in their category through content authority, then layered performance acquisition on top.
// 02 — WHAT WE DELIVERED
THE FULL STACK
01//
BRAND & POSITIONING
- Category positioning: own the workflow automation space
- Messaging for technical and business buyers
- Visual identity for enterprise credibility
- Pitch deck design and narrative
- Sales enablement materials
02//
CONTENT AUTHORITY
- LinkedIn thought leadership: 5 posts/week
- Long-form research reports: 2 per quarter
- Industry benchmark study (gated lead gen)
- Guest posting in industry publications
- Podcast outreach: 6 appearances secured
03//
PAID ACQUISITION
- LinkedIn Ads: decision-maker targeting
- Google Search: high-intent keywords
- Retargeting across LinkedIn and Google
- ABM: account-based marketing campaigns
- Cost per demo optimized to $280
04//
SEO
- B2B SaaS keyword strategy: 60 terms
- Technical SEO for new domain
- Comparison pages vs 8 competitors
- Integration pages for SEO and product discovery
- Organic: 310% traffic growth in 8 months
05//
WEBSITE & CRO
- Full website rebuild: 8 pages
- Demo request flow optimization
- Social proof placement strategy
- Case study page architecture
- A/B testing: 40% lift in demo conversion
06//
EMAIL & NURTURE
- Lead nurture sequence: 8 emails
- Trial-to-paid conversion campaign
- Churned customer win-back
- Newsletter: 3,200 subscribers in 6 months
- Sales team email templates and sequences
// 03 — HOW IT HAPPENED
THE TIMELINE
MONTH 01
BRAND & WEBSITE
Positioning locked. Website rebuilt. LinkedIn strategy launched. Sales materials delivered.
MONTH 02–03
CONTENT AUTHORITY
Thought leadership content live. Research report published. 2,000 LinkedIn followers organically.
MONTH 04–05
PAID ACQUISITION
LinkedIn and Google campaigns live. First enterprise leads. Demo requests 2X.
MONTH 06–08
220% PIPELINE
220% pipeline growth. 18 enterprise leads. 4.1X demo requests. Category authority established.
// 04 — THE OUTCOMES
THE RESULTS
220%
PIPELINE GROWTH
8 months
4.1X
DEMO REQUESTS
vs baseline
310%
ORGANIC TRAFFIC
from SEO
18
ENTERPRISE LEADS
qualified
$280
COST PER DEMO
LinkedIn + Google
3.2K
NEWSLETTER SUBS
6 months
// 05 — CLIENT VOICE
"
SCHORE positioned us as a category leader before we had the market share to prove it. The credibility they built closed deals our sales team had been losing for 18 months.
ALAN C.
CRO, NEXLY
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