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Case study — B2B Software

# Orbit: the build that paid for itself.

A category-defining editorial program: 60+ long-form pieces built around practitioner interviews that now drive a third of the company's demo pipeline.

Content Writing Content Program 2024

Fig. 01 — Content Program Amsterdam, Netherlands

Client
  Orbit (B2B SaaS)
Year
  2024
Industry
  B2B Software
Location
  Amsterdam, Netherlands

01

The challenge

Leads loved the sales calls and cooled on the follow-up: the materials after the call undid the trust the call built — jargon, stock photos, claims with no receipts.

The founder was the best salesperson and the bottleneck: every message that mattered required her voice, and her calendar was done at 9am.

02

The approach

We started with excavation: founder interviews, sales-call recordings, support-ticket mining and proposal archaeology — the company's real expertise, transcribed and catalogued.

A voice system came next: vocabulary, sentence shapes, banned phrases and before/after rewrites from their real pages — so every writer after us, internal or external, starts calibrated.

The content plan ran bottom-up: sales assets and bottom-funnel pages first, clusters and founder-led distribution after — every piece mapped to a question a real prospect had asked.

- Editorial calendar tied to questions from sales calls
- Brand voice system: vocabulary, shapes, bans, before/afters
- Case study library rebuilt on the stakes-decision-numbers formula
- Newsletter relaunch with a one-idea-one-story-one-ask promise

03

The results

R—01 0→38k monthly organic readers Headline outcome
R—02 2 Pieces cited in industry press
R—03 +57% Assets used by sales team
R—04 3.4x Time-on-page vs old content

> Prospects quote our own articles back to us on calls now. That was the entire pitch, and it happened.Hannah Brooks — Founder, Orbit

04

The gallery

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