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Case study — B2B SaaS

# Northbeam Software: the build that paid for itself.

Northbeam Software came to us as b2b saas operators in Stockholm, SE with a problem that was costing them weekly. The program below is what moved their headline number: +91% demo pipeline from organic.

Fig. 01 — Bottom-Funnel SEO Stockholm, SE

Client
  Northbeam Software
Year
  2024
Industry
  B2B SaaS
Location
  Stockholm, SE

01

The challenge

The market was winnable but crowded: entrenched competitors owned the head terms, and every 'quick win' attempt had produced keyword-cannibalised duplicates of already-failing pages.

Technical debt underlay everything — crawl paths blocked by filters, location pages cloned per city, and a blog architecture Google couldn't parse into any topic at all.

02

The approach

The first engagement month was forensic: log-file analysis, coverage archaeology, backlink inventory and a redirect map covering every URL that had ever earned a link or a click.

With the foundation clean, we rebuilt the information architecture into pillars and clusters — one definitive page per intent, internally linked like a reference book.

Reporting spoke revenue from month one: non-brand clicks to money pages, pipeline attribution, and annotations on every change so causality survived the quarterly review.

- Redirect map covering every historical URL with equity
- Topic clusters with pillar and supporting content briefs
- Digital-PR assets: data studies and expert commentary
- One-page revenue dashboard founders actually read

03

The results

R—01 #1–3 Money-query positions
R—02 4.2x Organic-attributed pipeline
R—03 +96% Organic revenue
R—04 -38% Paid spend held flat

> First agency that showed us a chart with our changes marked on it. Arguments about what worked just ended.James Callahan — CEO, Northbeam Software

04

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