Doubling demo requests for a B2B CRM startup

Client
B2B CRM startup
Industry
SaaS
Scope
High-intent pages & on-page SEO
Duration
4 months

Overview
The product was strong; organic demos were not. The team ranked for branded terms but missed the long-tail questions evaluators ask before booking a demo — comparisons, pain points, and “CRM for X” searches.
Fundaking built a programme of high-intent pages: templates for pain and comparison pages, internal links from existing posts, and on-page tweaks so traffic converted to demo requests.
Challenges
Rising cost per customer. Paid channels carried growth while organic brought traffic that rarely became sales conversations.
Awareness-only content. The blog targeted early topics without pages for people ready to evaluate vendors.
Page–intent mismatch. Landing pages did not mirror how buyers search when they are ready to shortlist.
Demo requests from organic more than doubled — pages finally matched how buyers search.
Head of growth
B2B SaaS
Solution
High-intent page system, keyword map, and on-page optimisation focused on demo conversion.
- Pain-point and comparison page templates with consistent CTAs and proof blocks
- Long-tail map around CRM evaluation, alternatives, and use-case queries
- Internal linking from existing posts and docs into those high-intent pages
- Title, meta, and above-the-fold CRO tests on pages with impression share
- Digital PR and link earning on comparison assets where it supported topical authority

Results
Within four months, demo requests attributed to organic increased 115%, with an estimated 3.5× traffic value on target clusters and stronger positions on remote CRM evaluation queries.
The win was architectural: pages aligned to buyer language at the moment they request a demo.
Demo requests
Traffic value
Key CRM eval queries
Backlinks earned
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