Kova Tech had built workflow automation software that their existing customers loved — NPS of 68, churn under 4%. The problem was getting new customers in the door. Their sales team was working inbound leads that were low-intent, poorly qualified, and expensive to close.
Marketing was spending $35k/month on Google Ads with a CPL that made their CFO lose sleep. They needed a full-funnel rethink, not just better ad copy.
Bottom-of-funnel only. 100% of spend on branded and competitor keywords — no demand generation, no thought leadership, no content. They were fishing in a tiny pond and paying premium rates for every catch.
Their ICP (operations directors at 200–2000 person companies) wasn't being reached where they spent time. LinkedIn and organic search — the two channels where B2B buyers self-educate — were completely untapped.
We interviewed 12 existing customers and mapped their buying journey. The insight: Kova's buyers weren't searching for "workflow automation" — they were searching for pain ("we keep missing handoffs between teams"). We rebuilt every message around pain, not product.
We launched a thought leadership programme for Kova's CEO and two senior PMs — 3 posts per week each, built around real operational failures and lessons. Within 60 days, combined following grew from 800 to 14,000. Inbound demo requests from LinkedIn went from 0 to 22/month.
We published 3 deeply researched long-form articles per month targeting high-intent, low-competition keywords. After 4 months, organic traffic grew 340%. Three articles ranked page 1 for terms that now drive 31% of all inbound demo requests.
We cut Google Ads spend by 40% and reinvested in LinkedIn Sponsored Content targeting operations leaders by company size and industry. Cost per qualified demo dropped from $840 to $310 over 6 months.
"Our sales team went from dreading pipeline reviews to looking forward to them. The quality of leads changed completely — people are coming in already sold on the category, we just have to close."— Priya Mehta, VP Marketing, Kova Tech Inc.