Driving 100+ Inbound Leads Through SEO And AI Visibility — A B2B Content Marketing Case Study

Do you know what’s the common element among every successful B2B content strategy?

They evolve. 

You experiment, test formats, and build momentum until the moment is right to scale. Some formats bring reach. Others bring rankings. The best ones unlock real leads.

But it takes a little extra to drive results that scale. The kind of shift that brings 5X more leads.

In just six months, our strategy for a prominent cybersecurity company in India produced 100+ leads from organic search. Not just that, we also got the content to appear across multiple generative engines, and durable page-one presence on the commercial queries that matter most.

What did we do? 

Before I tell you, let me set the scene.

Anchoring The Strategy in OEM Strengths

When the client partnered with us in June 2024, their intent was clear: they wanted visibility on keywords tied to their strongest OEM practices. 

As an authorized partner for leading global networking and cybersecurity vendors, their solutions and services were a key part of the client’s offerings.

Our client wanted to show up when enterprises searched for security solutions,and advanced networking services, so buyers could connect with them directly.

This initial focus aligned with the client’s partner ecosystem and gave us a natural starting point. Over the next few months, we built topical coverage around these categories, earning traction and building authority.

Source – Client’s Blog

This sprint laid the groundwork. It established visibility, proved which categories had traction, and delivered 20+ leads within six months. 

Building Visibility In Competitive Service Categories

By early 2025, we were ranking for 300+ keywords and had authority around OEM-focused keywords. 

It was time to move to the next stage: spotlighting the client’s core enterprise services. Their portfolio stretched into areas like attack surface reduction, managed security, compliance consulting, system integration, and more.

The question was how do we make sure buyers see them as a top choice for these categories?

This was not simple either. The enterprise services space was dominated by large IT service providers that already had established visibility with enterprise buyers.

So how do you make a leaner player stand alongside those incumbents?

Here’s the strategy we used.

Winning The New Decision Layer

A lot had changed by the onset of 2025. Especially the way users researched before making a purchase decision. 

They were not just searching on Google. They were asking Generative Engines like ChatGPT, Perplexity, Claude and AI Mode. And trusting the shortlists these LLMs surfaced.

For us, that meant one thing: ranking on Google alone wasn’t enough. If we wanted the client to stand in the same frame as larger players, they had to show up across both search engines and AI-driven results. 

At the high level, we designed for two things:

1. Build topical authority around  the client’s core services
2. Create consideration-to-decision content that buyers rely on when shortlisting vendors

Let me walk you through these individually:

Building Topical Authority Around Core Services

We knew that large language models and AI surfaces work on entity-based relationships. 

To earn visibility, it’s not enough to have a landing page saying “we do compliance consulting” or “we offer system integration.” 

You need to cover the entire conversation around that service. Only then do AI engines start pulling your answers into shortlists and Overviews.

That’s the approach we took with the client. For instance, compliance consulting was one of their core services. Instead of adding everything in a landing page, we built a content cluster around the topic with the following pieces:

• 9 Reasons Businesses Fail Compliance Certification – And How Consulting Can Prevent It
• 7 Ways to Get HIPAA Certified Faster Without Compliance Roadblocks
• 6 PCI DSS Compliance Strategies to Prevent Audit Failures
• 7 Signs Your Business Needs Compliance Advisory Services
• The Ultimate FAQ Guide to Compliance Advisory Services and Consulting

This cluster made sure that whether buyers searched around HIPAA, PCI DSS strategies or even around compliance advisory services, the client had credible, in-depth answers that could surface both on Google and in AI Surfaces.

We applied the same playbook to system integration, another core offering. The landing page introduced the offering, but the cluster established authority.

Together, these clusters transformed a single service into a topical hub. Buyers saw depth. AI engines recognized authority. And the client’s services started ranking in spaces alongside the giants.

Becoming Part Of The Buyer’s Research Journey

Not every service lends itself to a deep content cluster. But every buyer comes with questions when they’re close to making a choice. Questions like:

• What factors should I look for in a Managed Security Service Provider (MSSP)?
• What should enterprises consider when reducing multi-cloud complexity?
• How do I choose the right partner for third-party risk management?

We created content that answered these exact queries, so that when prospects typed them into Google, or asked them to AI engines, our client’s content surfaced with the other results. 

This meant that even before buyers had made a decision, they were already seeing the client’s name during the consultation stage. Those impressions built familiarity and trust, subconsciously positioning them as a credible option when the final shortlist was made.

The next step was to leverage best-of lists. If you aren’t already in the list, you create the list. And that’s what we did. For every core offering, we published “top” or “best” vendor comparisons:

• Top Managed Security Service Providers in India
• Best VAPT Companies in India
• Top IT Infrastructure Management Companies
• Top 5G System Integrators in India
• Top Edge Computing Integration Services in India
• Top Virtual CISO Companies

Each list included the client alongside industry giants so that buyers could see all the options in one place. That positioning gave them legitimacy in categories where larger players had long dominated.

The impact was twofold: the content began surfacing in AI Overviews and generative answers, and buyers started encountering the client both at the subconscious stage of research and at the exact point of shortlist-building.

Related Read: Best DDoS Protection Software for 2025: Recommended by ChatGPT, Perplexity & Claude (and Why They Rank)

From Rankings to Real Visibility

By the start of 2025, the foundation was already in place. But the real test came in the following six months.

Between February 1 and July 31 2025, we published 54 new articles. Now most of these were built to target the exact queries buyers type when they are weighing vendors and comparing options.

The impact was immediate. 

• 41 of 54 articles appeared in AI Overviews
• 14 articles ranked #1 on Google
• 29 articles ranked in the Top 5
• 42 articles ranked in the Top 10

To really understand what this means, it helps to split the performance by type of query. That is where the picture gets clearer.

In the next two subsections, we will look at how the content performed for consideration stage searches and for decision stage searches.

Winning The Consideration Stage

This stage was about answering the questions buyers ask before they are ready to choose a vendor. We built content to capture those moments of doubt and research, and it paid off.

Here is how the consideration-stage content performed and ranks, as of Sep 9, 2025:

The results here were strong. Out of these articles:

• 7 articles secured the number one spot
• 17 ranked in the top five
• 20 appeared in AI Overviews

Not just that, some of these answers were referenced across AI surfaces from time to time. 

Related Read: 15 Top PR And SEO Agencies In 2025 That Get Your Brand Visible On AI Search Results

Winning The Decision Stage

At the decision stage, buyers were no longer just asking questions. They were comparing vendors and scanning “top” and “best” lists to finalize their shortlist. Our content ensured the client appeared right in those moments of choice.

Here is how the decision-stage content performed for said period:

The results here were decisive. 

• 8 out of 16 articles ranked in the top five positions. 
• 11 out of 16 showed up in AI Overviews, not just on Google’s AI Overview and AI Mode, but also across engines like ChatGPT and Perplexity. 

Here are a couple of examples:

When we asked ChatGPT to share the top edge integrators in India for enterprises, the client surfaced on the list. 

Source – ChatGPT

When we queried Perplexity for the top 5G integrators in India for Enterprises, our client’s name surfaced there as well.  

Source – Perplexity

This same pattern repeated across other AI surfaces, including Gemini, further cementing visibility at the very moment of decision-making.

Turning Visibility Into Leads

At the end of the day, while ranking is a good factor, it si not the ultimate quest. The real measure was leads.

To keep the evaluation consistent, we tracked organic performance from February 1 to July 31, 2025. In that six-month window, we found the content delivered 100+ qualified inbound leads.

The screenshot below captures the reporting view. 

Source – Hubspot

It shows what strong content does when executed right. It does not just bring impressions. It brings pipeline.

This case study goes on to show that even in competitive enterprise markets, content rooted in real buyer intent can drive serious traction.

From AI Mode rankings to inbound leads, the results speak for themselves. And the best part is that this momentum keeps compounding.

Key Wins

• Ranked in AI Overviews and AI Mode for 41 out of 54 new articles in just six months.
• Secured 14 number-one positions on Google across both consideration and decision-stage queries.
• Achieved top-five rankings for 29 articles spanning compliance, system integration, MSSP, and more.
• Drove 100+ qualified inbound leads through organic content alone, turning visibility into measurable pipeline without paid campaigns.

Takeaways From This B2B Content Marketing Case Study

This case study is proof that intent-driven SEO is not just about visibility. It is about winning where buying decisions are made.

Here are the lessons any B2B brand can apply from this approach:

• Meet buyers at every stage. Build clusters to gain topical authority and create content around the exact questions buyers ask when shortlisting vendors.
• Balance depth with discovery. Pair in-depth service clusters with “best of” lists that put your name next to industry leaders. If you’re not in a best-of list already, make your own version of it.
• Optimize for both search engines and AI engines. Today’s buyers use both. Winning requires presence across SERPs, AI Mode, and generative answers. Optimize your content for visibility on both. And if you need help with generative engine optimization, this list of agencies can help. 
• Design for pipeline, not just traffic. At the end of the day, leads matter. Map your content to shortlisting moments and embed clear next steps so that visibility translates into leads.

Most companies know these principles in theory, but execution is where the challenge lies. Building clusters, balancing formats, and aligning content to decision points takes consistency and expertise.

If you want results faster, B2B content marketing agencies bring the processes, frameworks, and precision to turn content into a growth channel.

And this is exactly where we can help.

What Sets Concurate Apart In B2B Content Marketing

At Concurate, we don’t just create content. We build growth engines. Engines that don’t just deliver rankings but generate real leads and long-term authority.

You’ve already seen what’s possible when intent, execution, and precision come together: from building visibility to driving 100+ inbound leads in six months. That is the kind of impact we consistently deliver for our clients.

And we can do the same for you. Whether you are a SaaS startup, an enterprise services brand, or an IP tech platform, we can help you create content that ranks, resonates, and converts.

Think high-performance blogs, ghostwritten thought leadership, LinkedIn content, and SEO strategies designed to win long-term.

If you are ready to turn content into your biggest advantage, let’s talk. Book your free strategy call today.