How a B2B SaaS company built a $2.4m organic pipeline from scratch in 12 months
In 12 months, Indexed transformed organic search from a neglected channel into the primary pipeline source for a Series B project management platform — generating $2.4m in qualified pipeline, reducing cost per lead by 62%, and achieving a 7.1x return on SEO investment.
The Challenge
The platform had strong product-market fit and a loyal user base, but growth was almost entirely dependent on paid acquisition and outbound sales. Organic search contributed fewer than 30 demo requests per month — less than 5% of total pipeline.
The marketing site had hundreds of pages, but most were thin feature descriptions that competed with each other for the same keywords. There was no content strategy, no internal linking architecture, and the blog was a graveyard of company announcements that generated zero search traffic.
Meanwhile, competitors with weaker products were dominating search results for every high-intent query in the category — ‘project management software’, ‘team collaboration tool’, ‘resource planning platform’ — capturing demand the client was paying Google Ads to reach.
The board wanted organic to become a predictable, scalable pipeline channel within 12 months, without adding headcount.
The Solution
Indexed used its Full-Stack Search Method™ to rebuild the platform’s entire search presence — from technical infrastructure to content architecture to authority signals.
The approach started with a forensic audit that revealed the root causes of underperformance: keyword cannibalisation across 40+ feature pages, a crawl budget being wasted on low-value URLs, and zero topical authority in the category.
Rather than producing more content, the strategy focused on consolidation, intent alignment, and building the authority needed to compete with category leaders. Every piece of work was tied directly to pipeline impact.
Indexed Full-Stack Search Method™
Every result on this page was built with our end-to-end SEO system.
Technical SEO, content, links, and GEO — all tracked to revenue, not just rankings.
Learn about our approach →"We’d tried content marketing before and it never moved the needle. Indexed approached it completely differently — every page had a commercial purpose, every metric tied back to pipeline. In 12 months, organic went from an afterthought to our primary growth engine."
— VP Marketing, B2B SaaS Platform
The Impact
$2.4m in qualified pipeline from organic search
Organic search went from generating less than 5% of pipeline to becoming the single largest pipeline source. Monthly demo requests from organic grew from 30 to 132, with an average deal size of $18k. Total attributed pipeline reached $2.4m within 12 months.
62% reduction in cost per qualified lead
As organic volume scaled, the blended cost per qualified lead dropped from $340 to $129. The company was able to reallocate $180k in annual ad spend toward product development while maintaining pipeline growth targets.
Page 1 rankings for 85% of target keywords
The site moved from 12 page-one rankings to 94 across commercial and informational keywords. 18 keywords reached position 1–3, including ‘project management software’ and ‘team collaboration tool’ — terms previously dominated by category leaders with 10x the domain authority.
Comparison pages converting at 8.4%
The comparison and alternative page suite became the highest-converting content on the site, with an average visitor-to-demo rate of 8.4%. These pages now generate more pipeline than the homepage, proving that capturing demand at the decision stage is more valuable than broad awareness content.
Organic now outperforms paid on every efficiency metric
By month 10, organic search surpassed paid acquisition on cost per lead, cost per opportunity, and cost per closed deal. The CAC payback period for organic-sourced customers is 4.2 months versus 7.8 months for paid — making SEO the most capital-efficient growth channel in the business.
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What clients
say about working with us.
"Exceptional communication throughout the project. The team showed a deep grasp of our goals and delivered a flawless final product that exceeded our expectations."
"Great team to work with, very happy with the consultancy and final documents. They translated complex SEO strategy into something our whole team could act on."
"Indexed turned SEO from a cost centre into our highest-ROI acquisition channel. The pipeline numbers speak for themselves — $1.5m in 10 months."
"The level of technical depth was unlike anything I'd seen from an SEO agency. They found issues our in-house team had missed for years and fixed them within weeks."
"We went from page 3 to position 1 for our core terms in under 5 months. The revenue attribution reporting made it easy to justify the investment to our board."
"Indexed didn't just improve our rankings — they rebuilt how we think about search. The GEO work alone has opened up a channel we didn't even know existed."