The Problem
RamSoft had little non-branded organic visibility and room to build a stronger acquisition engine.
The goal grew from more visibility to more qualified demand, pipeline and revenue. We saw three opportunities:
- Grow non-branded visibility on healthcare technology searches
- Turn organic search into a source of qualified demand
- Connect marketing performance to pipeline and revenue
The Solution
1. Rebuilding the SEO Program
I rebuilt SEO around commercially relevant healthcare technology searches: technical SEO, keyword research, content, on-page and authority.
2. Expanding Into Paid and ABM
As organic grew, the program expanded into Google Ads, LinkedIn Ads, ABM campaigns and landing page optimization.
3. Building the Lifecycle
Email nurture and marketing automation moved leads from first touch toward sales-ready.
4. Measuring Pipeline and Revenue
Campaigns were judged on lead quality, pipeline contribution and revenue, not traffic or lead volume.
The Results
Within the first year, organic traffic increased 9x and organic leads grew approximately 3x.
Ranking keywords grew more than 230% and top-10 rankings more than 450%.
Year one: October 2021 to October 2022
Year two: October 2022 to October 2023
Traffic held through a major website redesign while keyword rankings kept growing.
As the broader demand generation program matured:
- YoY ARR growth
- +154%
- Pipeline growth, year over year
- +320%
- SQL growth, year over year
- +60%
- CPL efficiency improvement, year over year
- 35%
- MQL-to-SQL conversion, year over year
- +28%
- Campaign conversion rates, year over year
- +32%
The Impact
What started as SEO became a multi-channel demand generation engine built on pipeline and revenue, not traffic.
It is the approach I still use: connect SEO, paid, content and CRO to business outcomes.