B2B SaaS Content Marketing and SEO for Worthix
Giving a customer-experience software company a website, CRM and voice
TL;DR
- Problem
- A new AI customer-experience product was explained by a single generic landing page, with no way to connect marketing to sales.
- What we did
- We rebuilt the website around buyer questions, set up HubSpot and launched a blog and a podcast hosted by the CMO.
- Result
- New website users grew 378% and organic sessions 73% in under a year, and the podcast passed 100 episodes.
- Industry
- Customer-experience SaaS
- Timeline
- Under one year, 2017–2018
- Engagement
- Prior in-house work at Worthix
- Tools & channels
- HubSpotWebsite and CMSPodcast
378%
Growth in new website users
+73%
Organic sessions
100+
Podcast episodes
A generic website hid the product’s expertise
Worthix came out of 500 Startups with an early AI customer-experience product and one generic landing page. Its value propositions didn’t fit on a single page, and the team couldn’t connect marketing activity to sales opportunities.
Connect useful content to the website and CRM
We redesigned the website around the keywords and questions buyers used when researching customer-experience software, with gated content for lead generation. HubSpot connected campaign responses and content activity to the CRM.
A blog and a podcast hosted by the CMO put the company’s expertise in front of buyers and positioned its executives in a crowded category.
What we built
- 01
Website and SEO
A redesign organized around buyer questions and popular industry keywords, with gated content.
- 02
HubSpot CRM
Campaign and content responses tracked through to CRM records.
- 03
Blog and podcast
Regular articles and a CMO-hosted podcast that brought the company’s expertise into buyer research.
Content that kept working
The site, the content and the CRM worked as one system: buyers could find useful material, and the team could see who responded. The podcast outlasted the initial program and is in its tenth season.
How to read these numbers
The growth figures come from a historical one-year program review and measure website activity, not acquired customers. The original analytics have not been independently audited.
Services used:Content and thought leadershipOrganic social and executive presenceGo-to-market planning
