The Situation
The product had strong retention and a growing DACH customer base, but every new customer came through paid ads or expensive field sales. The website was essentially a product brochure with no search visibility. German-language fintech content was sparse, which actually presented an opportunity — the competition for German B2B finance keywords was much lower than in English.
The Turning Point
Marcus discovered that their top competitor was getting 40% of demos from organic search while spending half as much on ads. The content gap was the difference.
What We Did — And Why
We built a content engine focused on the problems CFOs search for, not the product features. Articles about expense policy templates, audit preparation checklists, and VAT compliance guides attracted finance leaders at the awareness stage. Comparison pages captured prospects already evaluating solutions. Every piece of content had a clear path to a demo request. We published in German first, then expanded high-performers to English for the broader European market.
Our Approach
- 1.Developed a keyword-driven content strategy targeting CFO and finance team pain points: expense policy compliance, audit preparation, and receipt management automation.
- 2.Built comparison and alternative pages in German targeting 'Spendesk Alternative', 'Pleo vs [client]', and category keywords like 'Spesenmanagement Software'.
- 3.Implemented technical SEO improvements including site speed optimization, proper German-language hreflang setup, and FAQ schema on every product page.
The Results
Organic demo requests grew from 18 to 52 per month by month 11. The sales team reported these leads had 30% shorter sales cycles because prospects had already consumed educational content. Blended CAC dropped from €410 to €156, and the company raised its Series B at a significantly better valuation partly due to improved unit economics.
In Their Own Words
“Marcus shared: 'The content library is now our biggest competitive moat. It compounds every month. Our Series B investors specifically called out organic growth efficiency as a key factor in their decision.'”