CASE STUDY — MARKETING
The Context
The client was a mid-sized SaaS company offering an expense automation tool for finance teams — reimbursements, approvals, travel claims, etc.
The product was solid. Customers who started using it found it valuable and continued long-term. But the real issue? Not enough people were finding them.
Their product, company or team wasn’t showing up in the right search results. There was barely any brand recall. Most of their qualified leads came only through cold emails, referrals, or direct outreach by the sales team.
Their team wanted to change that. The goal was to build an inbound engine — so finance managers and CFOs could find them, trust them, and book a demo on their own.
The Challenge
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Low Organic Visibility: Despite building a feature-rich product, their website had little traffic from high-intent search terms.
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No Brand Recall: The space was dominated by a few known names, and the client lacked both recall and trust.
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Over-reliance on Cold Outreach: Over 80% of their qualified leads came from outbound efforts — cold emails, calls, or referrals. Inbound enquiries were barely coming in.
Our Approach
We created a long-term, SEO-driven thought leadership and authority-building strategy to position the client as a trusted voice in finance automation.
What We Did
1.
Content-First SEO Strategy
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Identified 75+ long-tail, pain-point-driven keywords like “how to automate reimbursements in India,” “F&A automation software for mid-sized companies,” and “alternatives to Zoho Expenses.”
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Built a 3-month content calendar with blogs, FAQs, and cluster pages mapped to the buyer journey.
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Set up internal linking, schema markup, and featured snippet optimisation for each piece.
2.
Thought Leadership Assets
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Interviewed the client’s internal finance head and created 5 blog articles under her byline covering trends, compliance changes, and best practices.
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Ghostwrote guest articles and LinkedIn posts under the founder’s name, positioning them as an expert in financial transformation.
3.
CRO (Conversion Rate Optimisation) for Organic Traffic
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Built custom landing pages for each Ideal Customer Profile (Accounts, Finance Leads, CFOs) with use-case-specific demos and CTAs.
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Added a calculator tool (ROI of automation vs manual) which boosted time-on-site and lead intent signals.
4.
Repurposing for Email + LinkedIn
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Every blog was repackaged into short-form carousels and sent as a weekly email to a curated list of 2,500 finance professionals.
Services Provided
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SEO Strategy and Execution
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Blog and FAQ Development
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Thought Leadership Content (Founder + CFO Ghostwriting)
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ICP-Specific Landing Page Design
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ROI Calculator Development
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Email Marketing & LinkedIn Repurposing
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Organic Funnel Setup
Results (After 5 Months)
What Worked
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Pain-point keywords > generic ones. Users searched for their problems, not product names.
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Positioning people (CFOs, Heads of Finance) in the content built relatability.
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Adding tools and use-case pages improved conversion without paid traffic.
Key Takeaways (For Us)
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Inbound only works when we lead with value, not features.
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People trust people — team-led content outperforms brand content in low-trust categories.
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Repackaging one piece of content across platforms helped stretch ROI without extra effort.
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ROI tools don’t need to be complex — even simple interactivity increases engagement.
