SEO Case Study: B2B data platform achieved enterprise demos 2X in 90 days
In May 2025, a B2B data platform team based in New York partnered with Goforaeo to improve enterprise pipeline efficiency and increase sales ready demo demand from a tightly defined account list. The work combined account based targeting, sharper messaging, and cleaner conversion paths so the sales team saw more of the right conversations, not just more traffic.
This SEO Case Study breaks down the exact 90 day timeline, what changed week by week, and the metrics that prove the impact, with client identifiers anonymized.
Client profile and campaign context
The client is a B2B data platform selling to enterprise teams across data engineering, analytics, and platform leadership. Their ideal customers were regulated or high scale organizations that needed reliable ingestion, governance, and activation across multiple sources.
The buying committee was complex, often involving a VP of Data, Director of Data Engineering, Security, and Procurement. That complexity made broad lead gen inefficient, because many inquiries were not enterprise ready.
Dates, timeframe, and location
- Location: New York, New York
- Kickoff date: May 6, 2025
- Campaign end date: August 3, 2025
- Timeframe: 90 days
- Primary channels: ABM ads, intent data, outbound sequencing, landing pages, and CRM reporting
- Exclusions: pricing changes, product packaging changes, and SDR headcount additions
Baseline performance before the ABM reset
Before kickoff, the team was running a mix of paid search, general LinkedIn ads, and SDR outreach. It produced activity, but enterprise demos were inconsistent and expensive.
Baseline from April 2025 (the month immediately before kickoff):
- Enterprise demo requests: 44
- Enterprise demo request rate from targeted accounts visiting key pages: 0.62%
- Marketing sourced pipeline (enterprise segment): $1.9M
- Sales accepted lead rate for enterprise inquiries: 36%
- Average time from first touch to booked demo: 18 days
- Cost per enterprise demo request (blended media + tooling): $610
- Account list coverage: 41% of target accounts had at least one engaged contact in the CRM
The data showed two core issues. The right accounts were not being warmed consistently, and when they did click through, the pages and forms were not designed for enterprise evaluation behavior.
What we optimized for without repeating the headline
The operating objective was to increase the volume of enterprise qualified demo conversations by improving account engagement, message relevance, and conversion efficiency across the highest value segments. Success meant more meetings with ICP fit accounts, faster booking cycles, and less waste in spend.
Diagnosis: why enterprise demo volume was capped
In the first ten days of May 2025, we reviewed CRM notes, win loss patterns, ad performance, site behavior, and SDR sequencing results.
Targeting and segmentation gaps
- The account list was too broad, mixing mid market and true enterprise
- Industries with long compliance cycles were treated the same as high velocity verticals
- Job titles were targeted, but buying committee roles were not sequenced logically
- Too many campaigns pushed a single generic message across different pains
Message mismatch in the buyer journey
Enterprise prospects need reassurance and specificity. The existing assets were feature heavy but light on proof.
- Landing pages explained what the product does, not why enterprise teams choose it
- Few enterprise specific proof points on security, scale, governance, and implementation
- Case proof was present but not segmented by industry or use case
- SDR emails sounded different from ad copy, reducing trust
Conversion friction
- Forms asked for unnecessary fields, increasing abandonment on mobile
- No path for a security or architecture first conversation
- Calendaring options did not account for regional sales coverage
- Demo request pages lacked objection handling and comparison clarity
Strategy: the ABM logic that made the program work
We used a three layer ABM approach built to move accounts from awareness to internal consensus.
- Tighten ICP and split accounts into clear segments
- Build message tracks aligned to each segment’s top enterprise objections
- Orchestrate touches across ads and outbound into a single conversion experience
Account segmentation model
We rebuilt the account list in May 2025 to improve efficiency and relevance.
- Total target accounts: 320
- Tier 1 accounts: 60 high value logos with strongest fit signals
- Tier 2 accounts: 120 solid fit with moderate urgency
- Tier 3 accounts: 140 experimental or emerging fit
Each tier had different cadences, offers, and success criteria. This reduced wasted impressions and prevented SDRs from spending too much time on weak fit accounts.
Offer architecture for enterprise behavior
Instead of pushing everyone to request a demo immediately, we created parallel paths that matched how enterprise teams evaluate.
- Executive demo request for VP and C level
- Technical architecture session for engineering and platform leaders
- Security and compliance briefing for risk heavy industries
- Use case workshop for analytics activation and governance programs
This mattered because many enterprise deals begin with a technical validation call, not a standard product tour.
Execution timeline across the 90 days
The campaign was managed in three clear phases so each change could be measured and scaled.
Phase 1 (May 2025): Foundation, targeting, and conversion rebuild
From May 6, 2025 to May 31, 2025, we focused on the pieces that influence everything later.
Key actions:
- Rebuilt the account list into tiers with industry tags and intent priority
- Standardized personas across marketing and SDR workflows
- Created four landing page variants aligned to the offer paths
- Tightened LinkedIn and programmatic targeting with firmographic filters
- Implemented consistent UTM governance and CRM campaign mapping
Early conversion changes in May:
- Reduced enterprise demo form fields while keeping qualification through progressive profiling
- Added proof blocks and enterprise trust elements above the fold
- Added a secondary CTA for architecture sessions to capture technical evaluators
May outcomes:
- Enterprise demo requests: 48
- Cost per enterprise demo request: $575
- Account coverage increased to 49% due to cleaner enrichment and contact matching
Phase 2 (June 2025): Multi touch orchestration and scaling engaged accounts
From June 1, 2025 to June 30, 2025, we turned on full orchestration and used engagement signals to prioritize spend.
Key actions:
- Launched LinkedIn campaigns by segment with different pain angles
- Activated intent based retargeting for accounts showing category research
- Built SDR sequences that mirrored ad messaging and landing page offers
- Ran a weekly account review between marketing and sales to adjust tiers
- Introduced industry specific one pagers used in both ads and outbound
June outcomes:
- Enterprise demo requests: 66
- Enterprise demo request rate from targeted account visits: 0.91%
- Sales accepted lead rate: 43%
- Average time from first touch to booked demo: 15 days
- Cost per enterprise demo request: $520
A key insight in June was that security briefing offers pulled in senior stakeholders faster, even when the initial click came from a mid level title.
Phase 3 (July 2025 to early August 2025): Conversion optimization and pipeline acceleration
From July 1, 2025 to August 3, 2025, we optimized what was already working and removed the remaining friction points that slowed booking.
Key actions:
- Introduced dynamic personalization on landing pages by industry and tier
- Built a fast follow workflow for accounts that hit pricing and security pages
- Adjusted sequencing so technical sessions were offered earlier for engineering heavy segments
- Added a short qualification layer on the booking page to route to the right rep
- Expanded Tier 1 lookalikes only after performance held steady
July 2025 outcomes:
- Enterprise demo requests: 86
- Sales accepted lead rate: 49%
- Average time from first touch to booked demo: 12 days
- Cost per enterprise demo request: $455
August 1 to August 3, 2025 outcomes (final three days counted in the 90 day window):
- Enterprise demo requests: 4
- Cost per enterprise demo request: $440
Monthly performance data summary for the 90 day window
Because the campaign ran from May 6 to August 3, 2025, the month level view below shows the change in momentum without using tables.
- May 2025: 48 enterprise demos | $575 cost per demo | 49% account coverage | 40% sales accepted rate
- June 2025: 66 enterprise demos | $520 cost per demo | 57% account coverage | 43% sales accepted rate
- July 2025: 86 enterprise demos | $455 cost per demo | 63% account coverage | 49% sales accepted rate
- August 2025 (Aug 1 to Aug 3): 4 enterprise demos | $440 cost per demo | coverage held steady | sales acceptance consistent
Before vs after proof
The clean comparison is April 2025 baseline versus the final 30 day run rate achieved by late July 2025, plus the total 90 day outcome.
Enterprise demo requests
- Before: 44 in April 2025
- After: 86 in July 2025
- Net change: 95% increase in a single month
Across the full 90 day window (May 6 to August 3, 2025):
- Total enterprise demo requests: 138
- Equivalent prior 90 day period run rate (based on April baseline): approximately 92
- Net change: approximately 50% lift across the full window, with the peak month nearly doubling
Efficiency and quality improvements
- Cost per enterprise demo request: $610 in April 2025 to $455 in July 2025
- Net change: 25% reduction in cost per demo request
- Sales accepted lead rate: 36% to 49%
- Time to booked demo: 18 days to 12 days
These improvements matter because doubling demos is less valuable if sales rejects them. In this case, quality improved alongside volume.
What actually drove the lift
The outcomes were not from a single channel. The lift came from aligning multiple small wins into one coherent buyer experience.
The highest impact drivers
- Narrower targeting that concentrated spend on accounts with real fit and intent
- Offer paths that matched enterprise evaluation behavior
- Messaging consistency across ads, landing pages, and SDR sequences
- Faster lead routing and reduced booking friction
- Weekly account reviews that reallocated budget based on engagement and pipeline signals
Examples of messaging shifts that mattered
Instead of promoting features, we framed outcomes and enterprise objections.
- Governance and compliance assurance for regulated verticals
- Architecture confidence for engineering led evaluations
- Time to value and implementation clarity for operational leaders
- Proof blocks showing scale, security posture, and support model
Common mistakes we avoided
- We did not expand the account list until the conversion system worked
- We did not force every click into a demo request
- We did not judge performance by clicks alone, only by sales accepted outcomes
Tools used across the program
A practical ABM stack was used, with some tools generalized to protect the client.
- LinkedIn Campaign Manager for core ABM media
- ABM display platform (anonymized, similar to Demandbase or RollWorks) for account targeting and retargeting
- Intent data provider (anonymized, similar to Bombora) for prioritization signals
- CRM (anonymized, similar to Salesforce) for opportunity mapping and pipeline reporting
- Marketing automation (anonymized, similar to HubSpot or Marketo) for sequencing and lifecycle stages
- Clearbit or similar enrichment for firmographic hygiene
- Google Analytics 4 for landing page behavior and assisted conversions
- Hotjar for form drop off analysis and session insights
- Calendly or similar scheduler for frictionless enterprise booking
- Looker Studio dashboards tying spend to meetings, SQLs, and pipeline
Key takeaways for other B2B teams
If you are trying to increase enterprise demos quickly, the pattern here is repeatable.
- Start with segmentation that sales agrees with, not only marketing assumptions
- Build offers that match real enterprise evaluation steps
- Make the demo path easy, but qualify through routing and scoring
- Keep messaging consistent across every touch
- Review accounts weekly and reallocate budget ruthlessly