Cut Your Organic CAC in Half by Owning the Pre-Sales Research Phase
B2B tech buyers complete 70% of their research before talking to sales—building shortlists and evaluation criteria independently. We position your differentiation, capabilities, and proof points where they're evaluating solutions, so your SDRs talk to buyers who already understand your value. Free competitive gap analysis shows where you're invisible during buyer research.
The Silent CAC Killer Your Board Keeps Asking About
Your tech company has a world-class product. But if buyers can't find you during their independent research, you're losing deals before sales conversations even begin.
Paid Acquisition Costs Rising 30-50%+ Annually
Google Ads CPCs are up 40%. LinkedIn CPMs have doubled. Your paid acquisition efficiency declines every quarter while your board demands profitable growth.
You're stuck in a paid acquisition trap—spending more to acquire the same customers, eroding margins and pushing profitability further out.
Impact: A Series B SaaS company saw CPCs increase 50% over 18 months while conversion rates declined 23%. CAC rose from $8,500 to $14,200, forcing delayed fundraising.
Invisible During the 70% Independent Research Phase
B2B technology buyers research independently for 4-8 weeks: comparing options, reading reviews, analyzing features, and building vendor shortlists. They complete 70% of their decision before contacting any vendor.
When you don't appear during this research, you never make the shortlist. Competitors who show up first capture mindshare and set evaluation criteria.
Impact: A project management SaaS lost 82% of prospects who never requested demos—they disappeared after researching online where competitors dominated comparison searches.
Well-Funded Competitors Dominate Despite Comparable Products
Competitors with more funding dominate search for your category and use case keywords. They rank page 1 for "best [category] software" and "[use case] tools."
You have comparable features. Better pricing. Superior support. But buyers never find you during research. Well-funded competitors use capital to build search moats that create perception of market leadership.
Impact: An HR tech startup with $15M ARR captured only 12% of organic traffic while competitors captured 65%—controlling the narrative despite inferior products.
Board Comparing Your Organic Performance to Competitors
Your board sees competitors ranking page 1 for category-defining terms. They notice competitors appearing in industry publications. They ask why your team hasn't built organic search as a scalable channel.
You're forced to explain why competitors dominate despite inferior products—while your team depends on expensive paid channels that erode margins.
Impact: A Series C CMO was given 6 months to demonstrate organic search progress or face replacement after board members questioned paid channel dependence.
Sales Team Frustrated with Lead Quality
Your sales team receives leads from paid channels, but quality is inconsistent and declining. MQLs often aren't qualified—wrong company size, wrong role, wrong use case.
Sales wastes time chasing low-quality prospects while high-intent buyers choose competitors who found them during independent research.
Impact: A B2B SaaS sales team saw lead volume increase 40% YoY—but closed-won revenue declined 18%. Reps wasted 60% more time on prospecting while closing fewer deals.
What B2B Technology Leaders Say
Cody Heichert
Co-Founder, SaaS Company
Dustin and his team were great and really knowledgeable about SEO and generally improving an online presence. They are fast to communicate and stayed on time and budget throughout the project.
Casey Hughes
Director of Marketing, IT Services Company
From day one, they took the time to understand my business goals and tailored their SEO strategy to meet my specific needs. My website's rankings have significantly improved, and I have seen a noticeable increase in organic traffic and conversions.
How B2B Technology Buyers Research Before Contacting Sales
Technology buyers don't engage sales early. They research independently for 4-8 weeks, completing 70% of their decision before contacting any vendor. Your visibility during these searches determines your pipeline.
The AI Search Factor
Technology buyers increasingly use ChatGPT and Perplexity for initial research. They ask: "What's the best project management software for remote teams?" or "How does [Competitor] compare to alternatives?" Our strategy ensures your content provides the authoritative answers these AI platforms cite.
Keyword Funnel Examples:
"best [category] software"
"[vendor A] vs [vendor B]"
"[vendor] reviews"
"Buyers request demos from 3-5 vendors."
What Makes a Search High-Intent?
These searches signal a client is serious about a high-value project:
Common Concerns About B2B Technology SEO
Our paid channels are working. Why invest in SEO?
Paid channels work—but they're getting more expensive every quarter. Google Ads CPCs increased 40%+ in 18 months. LinkedIn CPMs doubled. You're paying more for worse performance.
Paid is rental property—you stop paying, traffic stops. SEO builds owned assets that drive pipeline month after month. Smart companies use both: paid for speed, SEO for sustainable growth.
SEO takes too long. We need pipeline now.
SEO isn't overnight—but neither is your sales cycle. Buyers research for 6-12 weeks before requesting demos. The visibility you build today positions you for consideration 2-3 months from now.
Unlike paid ads, SEO builds cumulative, compounding visibility. Every month captures more searches and generates more qualified pipeline with increasing returns.
We tried SEO before and it didn't work.
Most agencies fail B2B technology because they treat it like B2C e-commerce. They target transactional keywords instead of research-phase searches. They don't understand the 70% independent research dynamic.
We specialize in B2B technology SEO designed for your buyer behavior, sales cycle, and business model.
We're PLG. Isn't SEO more for sales-led companies?
PLG companies need organic search even more. PLG depends on users discovering your product self-serve. Those users search for solutions before finding you. If they can't find you through search, they can't start self-serve journeys.
SEO drives free signups, product trials, and self-serve conversions—fueling PLG growth without paid acquisition.
Can we rank against well-funded competitors?
Yes. Competitors dominate because they invest in it—not because they're inherently better. Their size is actually a disadvantage: they're spread thin across too many keywords.
As a focused company, you have advantages: product specialization, use case expertise, niche audience understanding, and agility in content creation.
How do we measure ROI?
We track metrics that matter:
Leading Indicators: Keyword rankings, organic traffic from decision-makers, comparison content engagement, demo request volume
Lagging Indicators: Pipeline sourced from organic, CAC reduction, organic revenue as % of total, sales cycle length for organic vs. paid leads
We provide monthly reporting so you can demonstrate clear ROI to your board.
How a B2B SaaS Company Reduced CAC by 38%
When a B2B SaaS company needed to reduce dependence on paid channels and build scalable organic pipeline, they partnered with us to capture buyers during independent research. We implemented a full-funnel SEO strategy targeting category and use case searches across the buyer journey.
View Full Case StudySearch Victories
From invisible in search to dominating category and comparison keywords.
5
Top 1 Positions
9
Top 3 Rankings
18
First Page Rankings
38%
CAC Reduction
Top Keyword Rankings
- #1 - Best [Category] Software+156 pos
- #2 - [Category] Tools for [Use Case]New
- #1 - [Competitor] AlternativesNew
- #3 - [Category] Software Comparison+89 pos
The Business Impact
- 38% CAC Reduction — Organic channel now drives 40% of pipeline at fraction of paid acquisition cost.
- $2.1M Pipeline — Qualified opportunities sourced from organic search in first 12 months.
- $18,000 Annual Investment — A fraction of monthly paid spend, deployed for compounding returns.
See What These Results Could Look Like for Your Business
These companies transformed their CAC and pipeline with strategic SEO. Your market likely has similar untapped opportunity.
Who We Best Serve
Who We Best Serve
- Marketing Directors at B2B SaaS Companies (Series A-C)
Responsible for pipeline growth and CAC management, tired of rising paid costs.
- Heads of Marketing at Mid-Market Tech Services
IT services, managed services, or consulting struggling to generate pipeline beyond referrals.
- CMOs at Enterprise Software Companies
Need to demonstrate marketing ROI and improve unit economics to board and investors.
- Marketing Managers at Emerging Tech/IoT Companies
Launching innovative products that depend on buyer awareness and education.
Who This Isn't For
- Consumer apps and B2C software
- Companies without product-market fit
- Companies expecting overnight results
- Companies already dominating category search
Our SEO Framework for B2B Technology
Category-Defining Content That Captures Buyers During Independent Research
What This Means:
When technology buyers search "best [category] software" or "[use case] tools," your company appears. You capture buyers during their 70% research phase—before they build vendor shortlists. We build authority by structuring content around product categories, use cases, and the buyer journey.
- Category and use case keyword strategy
- Comparison content optimization ('Us vs. Them' pages)
- Buyer journey content mapping
- Thought leadership positioning
Typical Results:
Pages That Convert Technology Buyers to Demo Requests
What This Means:
When technology buyers land on your site, they see proof of capabilities immediately—not generic marketing. Your pages communicate differentiation, build trust through case studies, and guide visitors toward demos.
- Product and feature page optimization
- Use case and solution pages
- Comparison page strategy ('vs.' and 'alternatives')
- Case study optimization for conversions
Page Performance Metrics:
Building Category Leadership Through Strategic Content
What This Means:
When technology buyers research your category, your company appears as the authoritative expert—not just another vendor. You're positioned as the go-to solution based on demonstrated expertise.
- Thought leadership content (industry insights, trend analysis)
- Buyer's guides and evaluation frameworks
- Integration and ecosystem content
- Use case deep-dives to show domain expertise
Expected Outcomes:
Capturing Technology Buyers Using ChatGPT and Perplexity
What This Means:
When technology buyers ask AI for software recommendations, your company appears in the response. You capture the 40%+ of buyers who start research with AI, not Google.
- Conversational content optimized for AI Q&A
- Entity SEO and knowledge graph optimization
- Comparison content structured for AI comprehension
- Product information in AI-readable formats
AI Search Impact:
Why B2B Technology SEO Requires Specialized Expertise
Generic SEO agencies fail B2B technology companies. They don't understand SaaS dynamics, PLG motions, or enterprise sales cycles. Here's what makes this market different.
70% of Research Happens Before Sales Engagement
Technology buyers complete most of their evaluation independently. Generic agencies optimize for transactional keywords. We optimize for research-phase searches where buyers build shortlists and set evaluation criteria.
Category and Use Case Searches Drive Consideration
Buyers search by category ("best project management software") and use case ("[problem] solutions") before evaluating specific vendors. Generic agencies optimize for brand terms. We build category-defining visibility.
Comparison Content Influences Decisions
Technology buyers actively compare options. "Vendor A vs. Vendor B" and "alternatives to [competitor]" searches are high-intent. Generic agencies ignore this content. We make it central to strategy.
PLG and Sales-Led Require Different Approaches
Product-led growth captures individual users self-serve. Enterprise sales targets buying committees. Generic agencies use one-size-fits-all. We optimize for your specific GTM motion.