Generated 100+ Qualified B2B Responses in a Competitive Niche
Executive Summary
Xenia Consulting partnered with a B2B software design and development service provider to overcome the challenges of a highly competitive, commoditized market and an undifferentiated new brand presence.
By implementing a two-phase digital marketing strategy—starting with a comprehensive Research & Discovery phase, followed by targeted Ongoing Marketing—Xenia Consulting successfully generated hundreds of responses (warm leads), significantly boosting brand awareness and engagement within a year.
Key Results:
- 100s of Responses generated over one year.
- Website Traffic increased by approximately 7 times.
- 100+ Keywords ranking in Google, with 10–12 on the first page.
- Went from zero website inquiries to one warm inquiry/response every week.
About the Client
The client is a company providing software design and development services to a specific sector. With over 10 years of experience, they decided to launch a new range of services under a new brand name to target a specific industry.
The Challenge
The client had previously invested in various digital marketing efforts (SEO, LinkedIn, email campaigns) with multiple vendors and internal resources but had not achieved significant success. The major challenges Xenia Consulting faced were:
- Highly Competitive Industry: The services offered were seen as commoditized, leading to stiff competition primarily based on cost.
- New, Undifferentiated Brand: Although the parent company was experienced, the new brand name lacked recognition, and the service offering was initially a “me too” offering.
- Low Initial Engagement: The website was receiving very few inquiries, in fact, not a single inquiry in the initial months of the engagement.
Our Solution: A Two-Step Marketing System
Xenia Consulting deployed its proprietary two-step marketing approach, built on the client’s deep market understanding and willingness to experiment.
Phase 1: Research and Discovery (6–8 Weeks)
This phase established a strong foundation and a custom strategy:
- Health Check & Competitive Analysis: Audited the client’s existing website traffic, content assets, social presence, messaging, and value proposition. Key competitors were identified, and their SEO/communication strategies were analyzed.
- Target Market Definition: Defined the exact target market, customer profile, and the most effective messaging/content topics (blogs, emails) that would resonate with them.
- Content & Collateral Guidelines: Defined guidelines to maintain uniform messaging and created or revamped essential marketing collateral.
- Initial SEO: Defined target keywords and performed basic on-page SEO for important website pages.
Phase 2: Ongoing Marketing & Execution
This phase involved the sustained execution of a multi-channel digital strategy:
Channel | Activity |
Content Creation | Blogs, social posts, mailers, web pages, and e-books to cover a wide range of keywords. |
Website & SEO | Regular on-page SEO, content improvement, navigation/speed fixes, and a regular schedule for adding new service pages. |
Off-Page SEO | PR submissions, business listings (e.g., Google Business Listings) to improve overall Page and Domain Authority. |
Outbound Email | Highly targeted, customized, and non-bulk campaigns, often leveraging blogs and case studies to add value. |
LinkedIn Marketing | Regular posts, blogs, and group promotions in targeted industry groups. |
Paid Ads (Google Search) | Highly targeted Google Search Ads, focused on specific, low-volume keywords within the primary geography (US). |
Success Factors | Constant innovation, dropping underperforming activities, and regular meetings/reviews with the client ensured the strategy remained relevant and the execution was continuously improved. |
The Results
Within approximately 12 months, we achieved significant, measurable growth across the client’s digital presence and lead generation.
Metric | Result | Impact |
Responses | 101 + warm responses generated. | Directly met the core objective of monthly response generation and lead qualification. |
Website Traffic | Increased by 7 times. | Confirmed effective SEO and content strategy, driving a massive increase in prospective client visits. |
Search Rankings | 100+ keywords ranking in the first 10 pages, with 10–12 on page one. | Built robust organic visibility and authority within the niche B2B sector. |
Website Inquiries | Went from zero to one warm inquiry/response every week. | Transformed the website into a consistent source of warm, highly specific inbound leads. |
Branding | Created a robust presence and brand awareness. | Existing customers began asking the client about the new brand, confirming the messaging was reaching the right target audience. |
Geographic Reach | Inquiries generated from across the globe, despite only targeting the US with paid ads. | Increased the client’s overall reach and response volume without incurring additional spend for other geographies. |
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