B2B Software Company Gets Daily Inbound Enquiries: A Digital Marketing Case Study

This client is a specialist B2B software provider delivering enterprise-level records management, workflow and job-tracking solutions. 

Before working with us, their marketing was virtually non-existent. The website was outdated, generating only 4–5 leads per year, and visibility in Google was extremely low. Most new business came through partners or word of mouth, meaning the company had little brand recognition of its own.

They had clear ambitions to grow turnover and profitability, improve business value for a future sale, and reduce reliance on the founders. However, they lacked both the time and in-house expertise to create or implement a structured marketing strategy.

That’s where we came in.

What We Did

We designed a tailored marketing programme to transform their visibility, lead generation and overall marketing performance. This included a new website, HubSpot CRM implementation, SEO, content marketing, and highly-targeted LinkedIn advertising.

The impact has been significant:

• Leads increased from just a handful per year to approximately one per day
• Page 1 Google rankings achieved for high-value keywords, including position 1
• Over 500 leads generated through LinkedIn advertising (at just £5–£6 per lead!)
• A high-quality database of engaged, opt-in contacts built

Here’s how we did it:

A Tailored Digital Marketing Programme

After conducting a competitor, keyword, and business analysis, we designed a tailored marketing programme that included:

• Marketing Strategy - We developed a plan to attract their ideal customers, including customer profiling and research into keywords and competitors to create a content and conversion strategy.
  
• Website Design - we created a custom design to modernise the look, feel and user experience of the site, built on the HubSpot website platform. 
  
• SEO (Search Engine Optimisation) - Ongoing SEO and AI Optimisation was also provided to achieve high organic rankings on Google and in AI platforms.
• Content Marketing - We wrote, published, and promoted regular blog articles across social media.
• Email Marketing - News, case studies and blog posts were sent to their email database to stay in touch with past enquiries and customers.
• Lead Generation - We applied several Conversion Rate Optimisation strategies to the website and also created PDF guides to use as part of online lead generation.
• LinkedIn Advertising - Targeted ads showing to people in hand-picked job roles in specific industries on LinkedIn.
• HubSpot CRM - (Customer Relationship Management) - We introduced HubSpot as a way of tracking the source of all website enquiries, and have now trained the team on how to use it as a CRM system to manage their sales process, quotes and more.
• Access to JDR's Exclusive Video Training Hub - With training videos on sales, social media, video and much more.

The Results

Here are some of the key marketing achievements:

Page 1 Google Rankings For High-Value Keywords

SEO transformed the company’s online visibility. From virtually no presence, the website now ranks on page 1 for key search terms, including competitive national terms and multiple niche industry-specific keywords.

Average keyword positions improved by around 60 places, with many terms now also appearing in Google’s AI-generated results.

Consistent Lead Generation From LinkedIn Ads

The LinkedIn advertising campaign has delivered exceptional results:

• Nearly 600 leads generated
• Cost per lead just £9.88 (and £11.24 cost per 1,000 ad impresssions)
• Around one lead per day consistently, with highly targeted contacts in specific industries - and with specific job titles

This is significantly above typical LinkedIn performance and demonstrates strong targeting and messaging.

Content Marketing Driving Ongoing Leads

JDR are specialists in creating strategic blog content for the SAAS & tech sector. We developed downloadable guides and blog content to attract and convert visitors:

• One guide alone generated 297 contacts in a year
• Blog content ranks on page 1 for multiple industry topics
• Content continues to generate leads long after publication

This has created a sustainable inbound lead engine.

Marketing Automation Improving Follow-Up And Conversions

With HubSpot implemented, we built automated email sequences to nurture leads:

• 1–2 leads per day entering workflows
• Email open rates reaching 60%
• Multiple interactions from engaged prospects
• Replies and meetings are generated automatically

This removed the reliance on manual follow-up and ensured no opportunities were missed.

Website Traffic Growth And Stability

Traffic increased from almost nothing to a consistent 300–500 monthly sessions. Importantly, this growth has remained stable despite wider market declines due to Google AI changes.

Organic search and LinkedIn are now major traffic drivers, with key service pages becoming top-performing assets.

Database Growth And Business Asset Creation

We built a high-quality database of 500–600 engaged contacts, all of whom have actively interacted with the brand.

This gives the business a valuable long-term asset, enabling ongoing nurturing, remarketing and future sales opportunities.

How Else We’ve Helped

The marketing has directly contributed to business growth:

• Multiple new contracts in the pipeline
• Stronger revenue performance year-on-year
• Support in winning a major tender
• Marketing data now used as evidence in ISO audits

Crucially, the business is no longer reliant on its founders to generate opportunities. The brand is now attracting enquiries independently, increasing both scalability and valuation.

This case study shows what happens when you move from no marketing to a structured, strategic approach. By combining SEO, content, paid ads and automation, you can build a predictable flow of high-quality leads, reduce reliance on individuals and create a more valuable, scalable business.

In Their Words:

"It’s all working well at the minute. I wasn’t expecting the volume that we were getting from LinkedIn, and I was very prepared to sort of see something evolve over 2 or 3 years. We’re a lot further forward than I thought we would be."

See How We Can Help Your Business: Get A FREE Review Of Your Marketing

JDR Group provide digital marketing services, web design services and are an Elite HubSpot Partner. We specialise in digital marketing for SAAS & software companies.

Since 2004, we have developed a marketing system designed to help you get more leads, build and market to a database and, ultimately, get more sales.

To start the ball rolling, request a FREE review of your current website & marketing or book a call with one of our experts to see how we can help your business.