Case studies
SEO That Converts: 167% More B2B SaaS Leads
Keelvar is a global leader in AI-powered sourcing and procurement automation, helping some of the world’s biggest enterprises – including Coca-Cola, Novartis, Samsung, and Siemens.
Sourcing software is hard to market. With a small search market, a highly complex product, and an audience of billion-euro enterprises, Legacy Communications crafted a strategy that won attention and qualified leads.
This campaign delivered outstanding results, surpassing every KPI. By quickly upskilling on the latest SEO developments – from AI overviews to new SERP formats – we kept the campaign future-ready.
We had a clear set of goals for Keelvar’s SEO growth:
• Drive more earned traffic and capture previously untapped demand.
• Improve rankings for niche, intent-driven keywords central to Keelvar’s ICP.
• Turn organic traffic into meaningful leads by focusing on bottom-of-funnel conversions.
• Prove that SEO could drive MQLs in an industry still reliant on outbound and event marketing.
We structured the SEO plan across the full funnel, using top- and mid-funnel content to channel visitors into bottom-funnel pages and high-intent actions. To achieve this, we:
Mapped keywords to intent and funnel stage, optimised existing content for quick ranking improvements, and launched a dedicated content hub - ensuring Keelvar’s evergreen resources were easy to find and positioned as thought leadership.
We moved away from predictable/generic content and invested in real value-led assets, showcasing videos, screenshots, case studies, and product application. Our SEO specialists went beyond strategy, creating wireframes that brought the content hub vision to life and secured stakeholder buy-in.
Results
• 167% YoY increase in MQLs
• >50% click growth every month of Q4 2024 vs. Q4 2023.
• 377% impressions growth in early 2025 vs. 2024.
• 78% more page-one keywords in Google US: from 18 (Nov 2023) to 32 (Feb 2025)