Ledgerline · B2B SaaS
Demo requests per month
48171
Monthly trend · Oct to Sep
Change
+256%
Sample case study. The client, quotes and every figure are illustrative.
(01)
Where it started
Ledgerline makes bookkeeping software for contractors. Its blog covered accounting theory nobody searched for. We rebuilt content around jobs contractors need done and connected it to pipeline, not pageviews.
Marketing reported on sessions and form fills while sales complained about lead quality. The two teams used different definitions of a qualified lead and different dashboards.
Content was written by generalists and reviewed by nobody who had run a job site. It ranked for definitions and attracted students, not contractors with payroll to run.
(02)
What we changed
- One definition of pipeline
A shared lifecycle model in the CRM, from lead to closed-won, with source carried through. The dashboard now reports demo requests, sales-accepted demos and pipeline dollars by channel.
- Jobs-to-be-done content
Forty-two articles and eleven templates built around tasks: job costing, progress billing, certified payroll, retainage. Each one reviewed by a former construction controller.
- Product-led pages
Comparison pages, an interactive job-cost template and a pricing page test. Pages show the product doing the task the reader came to learn.
- Refresh, do not just publish
Every quarter the bottom third of articles by pipeline is rewritten, merged or removed. Half of the growth came from updating pages that already existed.
Timeline
- Months 1 to 2
Lifecycle model, CRM cleanup and a pipeline dashboard both teams agreed on. Customer interviews with twelve contractors.
- Months 3 to 6
Four articles and one template a month. Comparison pages launched. First refresh cycle.
- Months 7 to 9
Search ads on high-intent comparison terms, pointed at the new pages. Pricing page test adds 14% more demo starts.
- Months 10 to 12
Second refresh cycle. Webinar series scoped with the sales team for year two.
(03)
What it led to
Ledgerline went from 48 to 171 on demo requests per month in 12 months. The numbers on this page are sample data, laid out the way a real report would be.
| Metric | Before | After | Change |
|---|---|---|---|
| Demo requests per month | 48 | 171 | +256% |
| Cost per demo | $312 | $146 | -53% |
| Organic sessions per month | 6,200 | 19,800 | +219% |
| Sales-accepted rate | 41% | 63% | +22 pts |
Organic sessions
Oct to Sep
View data as a table
| Month | Organic sessions |
|---|---|
| Oct | 6,200 |
| Nov | 6,500 |
| Dec | 7,100 |
| Jan | 7,900 |
| Feb | 9,000 |
| Mar | 10,400 |
| Apr | 11,900 |
| May | 13,600 |
| Jun | 15,200 |
| Jul | 16,700 |
| Aug | 18,300 |
| Sep | 19,800 |
Demo requests per month
Oct to Sep
View data as a table
| Month | Demo requests |
|---|---|
| Oct | 48 |
| Nov | 51 |
| Dec | 58 |
| Jan | 66 |
| Feb | 77 |
| Mar | 91 |
| Apr | 104 |
| May | 121 |
| Jun | 133 |
| Jul | 147 |
| Aug | 158 |
| Sep | 171 |
Cost per demo
Oct to Sep
View data as a table
| Month | Cost per demo |
|---|---|
| Oct | $312 |
| Nov | $305 |
| Dec | $280 |
| Jan | $262 |
| Feb | $240 |
| Mar | $214 |
| Apr | $198 |
| May | $181 |
| Jun | $172 |
| Jul | $160 |
| Aug | $154 |
| Sep | $146 |
“Sales and marketing finally look at the same number. Content went from a cost we defended to the channel we forecast against.”
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