When we meet SaaS founders looking for a reliable content marketing agency for their Go-To-Market strategy, we notice they often bring deep domain expertise and passion but very limited marketing experience.  

This gap often breeds anxiety in their minds around their GTM strategy: 

“We are up against venture-backed whales with big marketing teams.” 

“I hear conflicting opinions about SEO for SaaS companies.”

“These marketing terms “sales-led,” product-led,” “founder marketing”etc. are intimidating.” 

“These agencies say they can bring a lot of traffic. That’s cool, but would that sell my product?”

To be honest, GTM can get confusing. Not to mention, previous first-hand or second-hand bad experiences with generic agencies (not experienced in bringing SaaS leads) don’t make it easier for SaaS founders to lock on a GTM strategy confidently. 

When we started working with TriangleIP, Thomas (Founder of TriangleIP) was in a similar situation: 

1. He has over 25 years of experience as a patent attorney.
2. The TIP Tool^TM (innovation management tool by TriangleIP) was (and still is) up against other patent and idea management giants. 
3. The target audiences are innovation managers and entrepreneurs who may not have deep expertise in IP strategy. 
4. TriangleIP was an early-stage bootstrapped lean startup. 

We were tasked with positioning the TIP Tool^TM as a reliable option in the idea and patent management space, building a user signup pipeline, establishing Thomas as a credible thought leader, and delivering a consistent flow of leads.

Less than 5 leads/month would have been enough to offset the Triangle’s content marketing and SEO investment. 

We have delivered this: 

• 271 user signups in 2024
• 185 user signups in 2023
• 83 user signups in 2022
• 26 user signups in 2021

A total of 565 signups. 

Here is how Concurate has managed to generate leads for an early-stage B2B SaaS product, TIP Tool^TM, by TriangleIP. 

Pain Point SEO and BoFu Keywords

Paid advertising? or SEO?

This argument will never end, but for TIP Tool^TM, we double down on SEO for several reasons: 

1. In our experience, SEO can work exceptionally well for SaaS companies. Yes, you will not see leads pouring in immediately, but SEO efforts quickly compound. After a while (quicker than you expect, though), you will have a self-sustaining pipeline filled with inbound SEO leads. 
2. Paid advertising can bring results but stops right at the moment the fund dries up. It can be both good and bad. However, paid advertising isn’t the best choice for an early-stage bootstrapped startup with a not-so-perfect message-market fit.  
3. Enterprise buyers (target audience) usually have long sales cycles and a cautionary attitude toward newer solutions. They prefer to stick with already established solutions unless they are convinced that a new solution is worth trying. 

If you want to open them up to adopting your product, your content must be insightful, useful, original, and consistently appear in their searches and discussions. SEO is an excellent medium for that purpose. 

That being said, generic traffic-focused SEO doesn’t work at all for early-stage B2B SaaS companies. 

That’s why, for the TIP Tool^TM, we do “pain point SEO.”

In standard SEO, the first step is getting keywords based on traffic potential, and you eventually optimize for maximum traffic. It assumes that with more traffic, some leads will eventually come. But SaaS companies can’t operate based on some vague promises, right?

Pain point SEO, on the other hand, begins with audience challenges, burning questions, motivations, and intentions– collectively, we call them pain points. The entire strategy, from keyword research to content production, is built around those pain points and how your SaaS product can resolve them.

As you can expect, you may not get huge traffic, but you will get highly targeted traffic with such efforts. You would also move up to search ranking positions quickly for relevant high-buying-intent Keywords.

For the TIP Tool^TM, we created in-depth, long-form articles on pain-point-based KWs, and now those articles rank on the first page for those keywords (and several other variations).

Here are some examples of pain points, associated keywords, blog posts, and the highest PageRank achieved by those blog posts of that cluster. 

Pain Point	Keyword Cluster	Example Blog	Page Rank
Encourage more innovation at the workplace	Successful employee innovation program, Employee-driven innovation program, How to submit innovation ideas	Employee Innovation Program: Best Practices to Implement it in Your Organization 7 Surefire Ways To Get More Invention Disclosures	1
Spending IP budgets wisely	Reduce Patent application cost, Strategies To Reduce Patent Expenditure	How to control patent costs without compromising on your patent? 5 Strategies To Reduce Patent Expenditure	1
Prosecuting patents effectively and using tools like Art Unit Predictors	Improve at patent prosecution, Art unit predictor, How to use art unit predictor, best art unit predictor tools	How to Optimize Patent Prosecution Strategy with the Art Unit Predictor? Top 5 Art Unit Predictor Tools	1

Another pillar of pain-point SEO is the focus on BoFu keywords. 

📌 What is BoFu Content? BoFu (Bottom-of-Funnel) content is designed to convert high-buying-intent prospects into paying customers. At this stage, SaaS buyers are aware of their problems and potential solutions—they’re just deciding which one to choose.💡 Example: A SaaS founder searching “Best AI Writing Tools for Startups” isn’t just browsing; they’re actively evaluating which tool to try or purchase. A strong BoFu article would compare options, highlight key differentiators, address objections, and provide compelling reasons to take action. Actions include signing up for a trial, booking a demo, or making a purchase.

Many agencies (who bother to target these keywords in the first place) use templated landing pages to target these keywords. We are skeptical of that approach because: 

1. Landing pages are often not long or “meaty” enough to capture all the details required to make an informed decision. 
2. Templates make content production faster but restrict flexibility when needed. 

Therefore, for the TIP Tool^TM, we have written long, in-depth articles to target those juicy, high-buying-intent BoFu keywords. These articles rank on the first page of Google results and AI overviews and bring constant high-quality traffic. 

A good example of such BoFu Pieces would be 5 best free idea-sharing platforms to try. This in-depth, unbiased review article ranks at the top of the search results for several high-intent keywords such as “Idea sharing platform,” “idea sharing app,” etc.

Thought Leadership and Repurposing

Thought leadership content has always been one of the main pillars of the TIP Tool^TM’s content strategy. 

Because, in B2B purchasing brand/founder reputation matters as much as the product itself. Founder’s credibility gives buyers the confidence to select a new-in-the-market product and adapt it for extended usage. And our client, Thomas, has no shortage of ideas or credibility. 

Therefore, we have decided to tap into Thomas’s 25 years of experience as a patent attorney. A workflow has been built around capturing his expertise through videos and converting those ideas into content pieces. 

To distribute those, we utilize multiple channels, including an Entrepreneur mag column under Thomas’s name. A very simplified version of the process looks like this: 

By publishing impactful stories on such a prestigious platform, the TIP Tool^TM has gained juicy do-follow backlinks from high Domain Authority (DA) sites and a consistent flow of high-quality traffic. But the real win? Stronger brand recognition and recognition as a go-to expert for patent management knowledge.

💡 Google trusts a high domain authority site for both its content and SEO profile. Getting backlinks from such sites means having a seal of approval that Google recognizes.

We have a strong opinion about content repurposing: It should not be a post-publication thought. It applies to the TIP Tool^TM content, too. For instance, these expert insight videos are planned with future repurposing in mind. Many of these videos are on YouTube (after making necessary changes). They rank not only for relevant keywords on YouTube but also appear on AI-tool-based search results.

If you look at the pain-point-SEO-based articles, these videos are also embedded into them to provide more value and context. 

Product-Led Content Approach

Product-led content (PLC) has always been another key component of the TIP Tool^TM’s core content strategy.

📌 What is Product-led Content? 💡When the product gets embedded into the content narrative, it becomes product-led content. However, forced product inclusion into content ≠ product-led content. First, the problem has to be well established, and then the product should appear to be a genuine solution to the challenge. No forced selling.

We believe PLC and thought leadership content create an effective content mix for early-stage startups targeting seasoned entrepreneurs and professionals. Thought leadership content opens the readers’ minds to receiving your ideas while PLC pulls them in and converts them into product users. Classic hook and pull. 

However, PLC, if done right, is pretty powerful on its own. 

A big chunk of the TIP Tool^TM signups that happened through content can be directly attributed to PLC.

An overly simplified version of the brand’s PLC strategy looks like this:

• We clustered pain points/use cases into groups. 
• Tools/Lead magnets were created to address specific pain points/use-case categories. These tools/lead magnets are free to use, but if the user wants to unlock the full potential of these tools, app signup is required. 

💡 Lead magnet: A free high-value resource that is offered in exchange for users’ contact information, mostly email addresses.

• We created in-depth articles to cover specific pain-point clusters. These articles discussed how those tools/magnets fit into the solution. In this way, we managed to answer user questions and establish topical authority simultaneously. 

A good example of such a tool is this Art Unit Predictor by TriangleIP. 

To promote this tool (and get app signups through it), several pain-point-based articles went live. Here are a few of such articles: 

1. How to Optimize Patent Prosecution Strategy with the Art Unit Predictor?
2. Top 5 Benefits of Using a Patent Art Unit Predictor in Your Patent Prosecution Strategy
3. Top 5 Art Unit Predictor Tools to Speed Up Patent Approval in 2024
4. Stop Now! Check if You’re Making These Common Mistakes While Using Art Unit Predictors

We also did standalone pieces with product-focused narratives that walk the fine line of being marketing and sales-focused. 

Crystal Clear Messaging and Website Copy

When we started working with Triangle IP, it didn’t have a dedicated sales team. Therefore, the website itself was required to send qualified leads to signup pages.

That’s why we focused on clear messaging and persuasive home page copy. 

First, the header. We ensured it communicates what exactly this tool does while keeping the focus on the ideal customer profiles (innovation managers in this case). The goal was clear: a user should be able to understand the core benefits this tool offers in under 3 seconds.

Instead of features, the copy itself talked about benefits. Throughout the homepage, we highlighted how precisely this tool can assist visitors in both simplifying and enhancing different stages of their patent management workflows. 

To maximize the persuasive effect, we used specific and clear language to describe benefits, prioritized user experience in the design, and placed CTAs in relevant locations.

“Provide value, be clear, and cut friction” was the main thought behind all of these. 

We also created separate pages for each use case. These aren’t those templated 300-word pages, mind you. We actually used in-depth articles discussing the challenges involved in a specific use case and solutions TriangleIP software offers.

Results

This engagement with TriangleIP has produced interesting results. For starters, organic traffic on the TIP Tool^TM website has gone up significantly. 

This traffic is coming through pain-point SEO efforts, which, by nature, filter in qualified visitors.

Out of all target keywords, the TIP Tool^TM content ranks in position 1 for 9 keywords and between positions 1-5 for 56 keywords. 

These efforts also generated, on average, 23 user signups per month in 2024, 15 user signups per month in 2023, and 7 user signups per month in 2022. The total number of user signups so far is 565.

Here is what Thomas has to say about his experience

What Next?

Concurate has a proven approach that can be successfully replicated to bring leads and signups through B2B SaaS content marketing. We don’t believe in templates. We will sit down with you and come up with a bespoke plan based on your unique GTM needs.

Feel free to book a meeting with us to learn more.