SEO Case Study: Generated $800K Influenced Pipeline in 5 Months for a B2B MarTech in San Francisco
In May 2025, SignalPath MarTech, a B2B marketing technology company based in San Francisco, partnered with Goforaeo to make organic search a real pipeline channel, not just a traffic source. They already had a solid product and a strong sales team, but their website was not consistently influencing deals at the right stage of the buying journey.
In five months, SignalPath attributed and verified $800,000 in influenced pipeline from organic search driven touches, while improving lead quality and shortening the time it took to move accounts into sales conversations.
Project overview: dates, location, and what “influenced pipeline” means
This campaign ran for five months from May 2025 through September 2025. We used April 2025 as the baseline month to compare performance before the work began.
Influenced pipeline does not mean a sale happened only because of SEO. It means SEO and content played a clear role in deals that entered the pipeline.
How influenced pipeline was measured:
We used a simple, verifiable definition that the revenue team agreed on early:
- An opportunity is counted as “SEO influenced” if at least one tracked organic visit happened before opportunity creation or during the active sales cycle
- The organic touch had to be tied to a real person or account using CRM tracking and web analytics
- Duplicate opportunities and test deals were excluded
- Influenced pipeline value was taken from the opportunity amount in the CRM at the time the deal was created
Quick snapshot:
- Location: San Francisco, California
- Timeframe: May 2025 to September 2025
- Baseline month: April 2025
- Primary KPI: influenced pipeline from organic search touches
- Secondary KPIs: demo requests, product qualified leads, sales qualified leads, and rankings for high intent MarTech terms
- Outcome: $800K influenced pipeline within five months
Client background: what was happening before Goforaeo
SignalPath sells a B2B MarTech platform used by marketing teams to improve campaign performance and reporting. Their buyers were usually demand gen leaders, marketing ops, and revenue ops. In this category, most buyers research heavily, compare tools, and often loop in multiple stakeholders before booking a demo.
Baseline performance in April 2025:
In April 2025, the site was active, but SEO was not doing a consistent job of pushing deals forward.
Here is what we saw in the baseline month:
- Organic sessions: 11,800
- Organic demo requests: 42
- Organic conversion rate to demo request: 0.36%
- Marketing qualified leads from organic: 26
- Sales qualified leads from organic: 11
- New influenced pipeline from organic touches: $60,000
The biggest problems we found:
The issues were common for fast growing B2B SaaS teams:
- Content existed, but it was not mapped to real buying stages, so it did not guide the reader toward a next step
- Several pages targeted broad terms that brought curious visitors, not decision makers
- Use case pages were thin and did not answer the hard questions buyers ask before they take a call
- Competitors were winning comparison searches and category level searches
- Tracking existed, but attribution was not clean enough to confidently talk about pipeline influence
What we focused on instead of chasing traffic
The objective was to turn the website into a pipeline support asset for the sales team, especially for accounts already researching MarTech solutions.
That meant we prioritized:
- Higher intent search topics, not just higher volume keywords
- Pages that reduce hesitation, like comparisons, implementation steps, and pricing context
- Lead capture that qualifies without feeling like a barrier
- Tracking that the revenue team trusts
Measurement setup and proof system
Before creating more pages, we made sure we could prove what was happening. This also helped us avoid the classic problem where marketing says SEO “worked” but sales cannot see it.
What we set up in May 2025:
We implemented tracking improvements in the first two weeks of May 2025:
- Clean GA4 conversion events for demo request, contact sales, and product tour bookings
- Google Search Console monitoring for query groups tied to core features, integrations, and comparisons
- CRM integration so every form fill carried source, landing page, and first touch details
- UTM rules and channel grouping cleanup so organic was not mixed with referral noise
- A simple influenced pipeline report in the CRM that showed:
- opportunity name
- amount
- stage
- first organic landing page and dates of organic touches
- opportunity name
Strategy summary: what we did to influence pipeline
We used a four part plan. Each part had weekly tasks and monthly deliverables, so progress did not depend on one big launch.
1) Fix the foundation so search engines and buyers trust the site
We started with technical and on page basics because they impact everything after:
- Improved page speed on key pages, especially comparison and pricing related pages
- Cleaned internal linking so use case pages and feature pages supported each other
- Fixed indexation issues and removed outdated pages that were confusing search engines
- Standardized page templates for product pages to improve clarity and scanning
2) Build “money pages” that match high intent searches
For B2B MarTech, the pages that influence pipeline are not always blog posts. The pages that often push deals forward are:
- Use cases by role and team
- Integration pages
- Comparison pages
- Implementation and onboarding pages
- Pricing and packaging context pages
We expanded and improved these pages first, because these are the pages a buyer reads right before they talk to sales.
3) Create content that supports the evaluation stage
We published content designed for people evaluating options, not just learning basics.
Examples of content types we built:
- “How to choose” guides written for marketing ops and rev ops
- Checklist pages that buyers can share internally
- Integration setup pages that reduce fear about implementation
- Competitive comparisons written in a calm, factual tone
4) Improve conversion paths without forcing people too early
We improved how people moved from content to pipeline actions:
- Added clear next step CTAs on high intent pages
- Created a short “request a tailored walkthrough” form for buyers closer to decision
- Added a softer CTA for earlier stage visitors, like a template download and then nurture
- Built internal links that guide visitors to the most relevant next page, not the home page
Month by month execution and results
Below is the timeline from May 2025 to September 2025, with the exact actions completed each month and the key metrics we tracked.
May 2025: tracking, technical fixes, and first high intent page upgrades
May was about cleaning measurement and removing friction. We also improved the first set of pages that already had traffic but were not converting well.
Work completed in May 2025:
- Tracking cleanup in GA4 and CRM
- Technical SEO fixes: speed, crawl issues, internal linking
- Rebuilt 3 high intent pages:
- 1 core use case page
- 1 integrations hub page
- 1 product overview page
- 1 core use case page
- Updated titles and meta descriptions for 10 pages to match intent
Monthly results for May 2025:
- Organic sessions: 12,600
- Organic demo requests: 51
- Marketing qualified leads from organic: 32
- Sales qualified leads from organic: 14
- New influenced pipeline from organic touches: $95,000
June 2025: comparison pages and integration content that sales could use
June focused on building pages that sales could send during active deals. These pages often reduce the number of back and forth emails and keep deals moving.
Work completed in June 2025:
- Published 4 comparison pages targeting real buyer searches
- Built 6 integration pages with:
- what the integration does
- basic setup steps
- common questions from implementation teams
- what the integration does
- Added “implementation timeline” sections on 5 product pages
- Launched a revised “book a demo” page with clearer form fields
Monthly results for June 2025:
- Organic sessions: 14,200
- Organic demo requests: 63
- Marketing qualified leads from organic: 41
- Sales qualified leads from organic: 18
- New influenced pipeline from organic touches: $130,000
July 2025: use case depth, proof, and mid funnel content
July was about trust and clarity. Buyers wanted proof and specifics, not marketing language. We added structured proof and more direct answers.
Work completed in July 2025:
- Expanded 5 use case pages with:
- who it is for
- typical workflows
- results language that stayed realistic
- short proof blocks and quotes
- who it is for
- Published 3 evaluation guides:
- vendor checklist
- questions to ask on demos
- how to compare platforms fairly
- vendor checklist
- Added internal links from blogs into comparison and demo pages
- Continued technical cleanup, especially for old pages with thin content
Monthly results for July 2025:
- Organic sessions: 16,900
- Organic demo requests: 78
- Marketing qualified leads from organic: 52
- Sales qualified leads from organic: 23
- New influenced pipeline from organic touches: $170,000
August 2025: CRO improvements and content that helps internal approval
August focused on conversion rate and helping prospects justify the decision internally. This is where a lot of B2B pipeline gets stuck.
Work completed in August 2025:
- Improved CTAs and page layout on 8 high intent pages
- Shortened forms while adding smart qualifying fields:
- team size range
- main use case
- timeline
- team size range
- Created 2 internal approval assets:
- a simple ROI framework page
- a security and compliance overview page
- a simple ROI framework page
- Published 2 comparison updates based on Search Console queries we were gaining
Monthly results for August 2025:
- Organic sessions: 18,300
- Organic demo requests: 92
- Marketing qualified leads from organic: 60
- Sales qualified leads from organic: 28
- New influenced pipeline from organic touches: $190,000
September 2025: scale what worked and tighten pipeline reporting
In September we scaled the best performing content types and tightened reporting so the revenue team could see influenced pipeline clearly, deal by deal.
Work completed in September 2025:
- Published 3 new feature pages aimed at high intent searches
- Added 5 new integration pages requested by sales based on active deals
- Refreshed 6 older posts with better structure, clearer headings, and stronger internal links
- Built a monthly pipeline influence summary that included:
- total influenced pipeline
- top landing pages by influence
- top keyword themes driving opportunities
- total influenced pipeline
Monthly results for September 2025:
- Organic sessions: 20,700
- Organic demo requests: 111
- Marketing qualified leads from organic: 71
- Sales qualified leads from organic: 34
- New influenced pipeline from organic touches: $215,000
Before vs after proof: what changed in five months
This is the cleanest comparison, using the baseline month April 2025 and the final month September 2025.
Influenced pipeline:
- April 2025: $60,000 influenced pipeline
- September 2025: $215,000 influenced pipeline
Total influenced pipeline added across the five campaign months from May 2025 to September 2025:
- May 2025: $95,000
- June 2025: $130,000
- July 2025: $170,000
- August 2025: $190,000
- September 2025: $215,000
- Total: $800,000 influenced pipeline
Demo requests and lead quality:
- Organic demo requests:
- April 2025: 42
- September 2025: 111
- April 2025: 42
- Sales qualified leads from organic:
- April 2025: 11
- September 2025: 34
- April 2025: 11
Traffic that actually mattered:
Traffic grew, but the bigger win was that the traffic shifted toward evaluation stage searches.
- Organic sessions:
- April 2025: 11,800
- September 2025: 20,700
- April 2025: 11,800
We also saw more visits landing directly on comparison pages, integration pages, and use case pages, which are the pages most connected to pipeline influence.
What made the pipeline influence real, not just a marketing claim
Influenced pipeline can become a fuzzy metric if you do not set rules. We avoided that by aligning with sales early and building reporting the team trusted.
Reasons this approach worked:
- We built pages that match real buying questions
- We prioritized high intent topics that connect directly to a demo or sales conversation
- We made it easier to qualify leads without making forms painful
- We improved internal linking so buyers naturally reached the right next step
- We tracked deals at the opportunity level, not just at the traffic level
A simple example of how SEO supported deals:
Many opportunities started with a comparison search or an integration search. The buyer landed on a page that answered their question and then booked a tailored walkthrough. Sales then used the same page during the deal cycle to answer follow up questions.
That is how SEO influenced pipeline, not just how it generated leads.
Tools used by Goforaeo
We used a practical tool stack that supported research, execution, and proof. Nothing fancy for the sake of it.
Analytics and attribution tools:
- Google Analytics 4
- Google Search Console
- CRM reporting in HubSpot or Salesforce style dashboards
- Call tracking for demo related calls
- Looker Studio for monthly reporting snapshots
SEO and content tools:
- Screaming Frog for crawling and technical audits
- Ahrefs or Semrush for keyword research and competitor gap checks
- Content brief templates for consistent on page structure
- Internal linking audits to improve page discovery and conversions
Conversion and behavior tools:
- Heatmaps and session recordings to see where buyers hesitated
- Form analytics to understand drop offs
- A simple A B testing workflow for page CTA changes
Key takeaways for B2B SaaS and MarTech teams
This project is a strong example of how SEO can support revenue in a real, trackable way, especially in a category where buyers research deeply.
What other B2B MarTech teams can copy:
- Start with tracking so pipeline influence is easy to prove
- Build comparison pages and integration pages early, not as an afterthought
- Write use case pages for real roles and workflows
- Put proof and process on the page, not hidden in a sales deck
- Make next steps clear and simple across high intent pages