Confidential Workflow Automation SaaS
B2B Technology
Fractional CMO, Marketing Strategy
Organic acquisition channel setup
The challenge
This client is a B2B technology company that provides workflow automation software for growing businesses. Its platform helps operations, finance, and revenue teams automate repetitive processes, connect their existing business tools, and manage workflows from a centralized system. The company serves mid-market organizations across a range of industries, helping teams reduce manual work, improve operational visibility, and build more efficient internal processes. Its platform integrates with commonly used business applications and is designed to support organizations as their operational needs become more complex. However, the client had no senior marketing leadership, and senior leaders had no clear visibility into marketing performance. This meant that marketing ran without a strategic owner accountable for prioritization, performance, or alignment with the business's broader goals. The company relied heavily on referrals and paid acquisition while its website captured little demand from prospects researching solutions through search. Without consistent reporting and defined KPIs, leadership couldn't easily determine which marketing activities deserved more investment and which needed to be deprioritized.
“When we brought a CMO in from Momentum, we didn't know that an organic engagement could help reduce the budget we had allotted to paid ads. Instead, Momentum pays for itself by month 4 in our case.”
V. Prescott
CEO, Confidential
The strategy
Fractional CMO audit and re-strategy
Momentum began by taking a complete view of the client's marketing function. The audit covered the website, existing campaigns, positioning, content, SEO, the customer journey, marketing processes, internal documentation, and current acquisition channels. Rather than adding more tactics to an already fragmented system, Momentum identified the highest-impact opportunities and built a clear hierarchy of priorities. The result was a centralized marketing strategy built around the company's commercial objectives, target customers, competitive positioning, and available resources.
SEO and organic acquisition
Momentum built an organic acquisition strategy from the ground up. We combined keyword research, competitor analysis, search intent, existing website performance, and customer questions to identify the highest-value opportunities. Rather than pursuing traffic for its own sake, the strategy prioritized topics connected to the problems and decisions prospective customers were facing. Momentum built content clusters around these opportunities and optimized existing website pages alongside new content.
Content marketing strategy
Momentum turned content from an occasional marketing activity into a structured content system. The strategy was built around the client's ICP and mapped content to different stages of the buying journey, from problem awareness through solution evaluation and decision-making. Content pillars were built around the company's areas of expertise, customer pain points, industry questions, and commercially relevant search opportunities. Momentum then built the editorial roadmap, briefs, publishing priorities, and content standards needed to keep production consistent. Every content initiative had a defined purpose: attracting new organic traffic, educating prospects, supporting sales conversations, or strengthening the company's authority in its market.
Marketing operations and performance management
Momentum also built the operating system behind the strategy. We introduced a structured marketing roadmap with defined priorities, timelines, owners, and KPIs. Performance reporting was consolidated around the metrics leadership actually needed to make decisions: organic traffic, search visibility, qualified leads, content performance, and acquisition efficiency. This gave leadership a clear view of where marketing was producing results and a repeatable process for evaluating new opportunities. Instead of asking, 'What should we market next?' the team had a framework for answering, 'Which marketing activity has the strongest business case right now?'
In numbers
2.6x
Increase in qualified leads from organic channels
68%
Increase in organic traffic
47%
Increase in organic search impressions
32%
Reduction in paid acquisition dependency