Industry: B2B SaaS (Workflow Automation Platform)
Services: GTM Strategy, Technical SEO, Website UX & Conversion Design, Performance Marketing Enablement
Key Result: 3X increase in MQLs within 120 days
Tech Stack: GA4, GTM, HubSpot, Search Console, SEMrush, Hotjar, Microsoft Clarity
OverviewB2B SaaS Platform Achieves 3X MQL Growth
A fast-scaling B2B SaaS platform offering workflow automation tools approached TechnoRhythms with a clear goal: turn website traffic into a predictable demo pipeline. Despite solid product capabilities, the brand struggled to convert visitors into qualified marketing qualified leads (MQLs). The website messaging was feature-heavy, the funnel was not instrumented properly, and organic visibility for high-intent queries was limited. We were brought in to build a repeatable Go-to-Market (GTM) system that connects positioning, Technical SEO, and demo-focused UX into one growth engine.
Business Challenges
1. Low Demo Conversion Rate
- Hero section was vague and feature-focused
- No clear segmentation for different ICPs (Operations, IT, Process Owners)
- Demo pages had friction-heavy forms and poor trust elements
2. Missing Funnel Tracking
- No proper GA4 setup for events, goals, or funnels
- Form submissions weren’t mapped to CRM stages in HubSpot
- Marketing couldn’t attribute which channels actually produced qualified demos
3. Weak Technical SEO Foundation
- Unstructured URLs and duplicate content
- Index bloat from low-value pages
- Missing schema and on-page optimization for core workflows and use cases
4. Misaligned Messaging
- Content focused on features instead of outcomes and workflows
- No industry-specific proof or case studies integrated into journeys
- Prospects had to “decode” how the product fit into their existing processes
5. No Content Engine for Growth
- Lack of structured use case pages
- Few supporting blog clusters around automation, efficiency, and operations
- No comparison pages for “vs competitor” searches
Diagnostic Approach (Design Thinking + Data)
We applied our Design Thinking-led diagnostic framework, blending user research and analytics to understand where the product, messaging, and funnel were misaligned.
- Empathize: Spoke to power users and internal sales teams to map real workflow pains.
- Define: Segmented ICPs into Ops Leaders, Digital Transformation Heads, Process Managers, and IT Admins.
- Ideate: Generated messaging concepts, landing page structures, and demo journey variations.
- Prototype: Created wireframes for a new homepage, product pages, and demo experience.
- Test: A/B tested hero messaging, CTA placement, and form experiences over several release cycles.
Solution Breakdown
1. GTM Strategy & ICP Positioning
We designed a complete GTM framework focused on ICP clarity and outcome-driven messaging:
- Mapped features to measurable business outcomes for each persona
- Defined core value propositions around speed, accuracy, and operational efficiency
- Created messaging for industry verticals (e.g., logistics, financial services, manufacturing)
- Rewrote key website copy to emphasize workflows solved, not just modules offered
Result: Visitors understood “who this is for” and “what it solves” within the first scroll.
2. Technical SEO Performance Improvements
Using our Technical SEO framework, we rebuilt the SEO foundation:
- Cleaned up crawl waste and removed low-value duplicate pages
- Restructured URLs around core workflows and use cases
- Implemented schema for SoftwareApplication, FAQs, and HowTo content
- Optimized on-page elements for high-intent SaaS keywords
Result: Organic traffic grew by 64% within 90–120 days.
3. Use Case–Driven Content Engine
We designed a content model directly tied to how buyers evaluate workflow tools:
- Launched 5 key use case pages (approvals, automation, compliance, onboarding, task routing)
- Published 12 support blogs aligned to each use case and persona journey
- Created comparison pages against incumbent tools and manual processes
- Linked content strategically to main product and demo pages
Result: More visitors landed in mid-funnel content with clear “Book a Demo” entry points.
4. Website UX & Conversion Optimisation
We applied our conversion-focused UX principles across key pages:
- Redesigned the homepage hero with a clear outcome statement and primary CTA
- Restructured product pages into “Problem → Solution → Outcome → Proof” sections
- Built a focused demo page with simplified form fields, trust badges, and FAQs
- Added contextual CTAs across use case and blog content
Result: Demo submission rate increased from 0.9% to 2.3%.
5. Full Funnel Tracking (GA4 + GTM + HubSpot)
We implemented a robust measurement and tracking layer:
- Configured 18 GA4 events for key funnel actions (viewed demo page, started form, submitted form, resource downloads)
- Synced GTM events to HubSpot for accurate MQL tracking
- Standardised UTM conventions across ads, email, and partner campaigns
- Built dashboards to trace MQLs back to channels, campaigns, and content pieces
Result: 100% visibility from first touch to MQL, enabling smarter budget allocation.
Results
- 3X increase in MQLs over 120 days
- +64% organic traffic growth from Technical SEO and use case content
- +155% uplift in demo submissions after UX and messaging improvements
- Clear attribution across SEO, paid, and content channels
- Higher close rates as sales received more qualified, better-educated prospects
Design Thinking Insight
Most prospects weren’t trying to understand every feature — they wanted to know “How does this fit into my existing workflow, and what does it improve?” Once we reframed the experience around real workflows and outcomes instead of modules and menus, engagement and demo intent increased significantly.
Business Impact
- Predictable, scalable MQL pipeline for sales
- Stronger alignment between marketing, product, and sales enablement
- Lower dependency on paid media for pipeline generation
- Reusable GTM framework for future feature launches and new verticals
- Shorter sales cycles due to better-educated, high-intent prospects
Ready to Scale Your SaaS Pipeline?
TechnoRhythms helps B2B SaaS companies unlock predictable growth using GTM Strategy, Technical SEO, Performance Marketing, and conversion-focused UX.
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