All case studies · B2B SaaS · India · Anonymous

How a B2B content platform replaced its paid-ad dependency with 200+ monthly organic leads and INR 3 crore (approx. USD 360K) in incremental revenue.

A B2B SaaS content platform was running 100% paid acquisition. Cost-per-lead was climbing, and the founders knew the business had to stop renting traffic and start owning it. Tenet built the SEO content engine over an 18-month programme that converted paid dependency into self-sustaining organic, plus the foundations to win AI search citations as buyer behaviour shifts.

Client

Confidential · published with permission

Industry

B2B SaaS · Content infrastructure

Markets

India primary · global secondary

Timeline

18 months · ongoing

The numbers

Eighteen months from paid dependency to a self-sustaining organic engine.

Measured from kickoff to month 18. Every number is from the client’s own analytics, CRM, and revenue reporting.

0 → 200+

Monthly organic leads, from zero pre-programme

INR 3+ cr

Incremental revenue attributable to the SEO engine (approx. USD 360K)

Paid → Organic

Funnel composition transitioned over the programme

18 months

To self-sustaining organic acquisition

Content engine extractable for AI engine citation on B2B buyer prompts

Source: client CRM and revenue attribution, pre-programme baseline vs month 18.

The situation

A B2B SaaS content platform with strong product-market fit and the cash flow to prove it, but every new lead was being paid for. Meta and Google ad accounts were running 100% of acquisition. The CFO was rightly worried: any disruption to paid would collapse the pipeline. Organic was effectively zero.

The brief was strategic, not tactical. Replace the paid funnel with organic over 18 months. Build the SEO engine that the company will compound on for years. Do it in a way that the eventual AI search shift makes the engine more valuable, not less.

What we did

An 18-month integrated SEO + content programme.

1. Buyer-question mapping. Surveyed the customer-success team for the questions buyers actually asked. Mined Reddit, Quora, and live LLM prompts in the category. Built the source-of-truth keyword universe.

2. Pillar + cluster content programme. Long-form pillar pages on the high-intent category questions, supported by clusters of mid- and long-tail content. Each piece structured for both Google ranking and AI extraction.

3. Technical SEO and digital infrastructure. Site architecture rebuilt for crawlability. Schema deployed. Indexation gaps closed. Internal linking aligned with the buyer journey.

4. Conversion optimisation. Once traffic landed, the conversion path was sharpened: CTAs, demo flows, trial onboarding all reworked to convert the new organic traffic at higher rates.

5. Continuous content engine. Weekly publishing cadence locked. Performance tracked. Underperforming content refreshed every quarter rather than abandoned.

When SEO is built right for a B2B SaaS, the content engine is the asset, not the rankings. Rankings come and go with algorithm updates. The library you build, structured for both human readers and AI engines, compounds for years.

What moved, and by how much

The numbers landed across the 18 months.

Monthly organic leads scaled from 0 to 200+, with the trajectory continuing past month 18.
Incremental revenue attributable to organic crossed INR 3 crore (approximately USD 360K), freeing the team to reduce paid spend without collapsing pipeline.
The funnel composition transitioned from 100% paid to a healthier balance, with organic doing the work that paid used to.
The content library became an asset the company could point to in fundraising, in customer conversations, and in talent attraction.
The brand became eligible for AI engine citation on B2B SaaS category prompts, with the same content programme positioning it for the AI search shift now underway.

Why the AI search angle matters here

B2B SaaS buyers are some of the heaviest AI search users in the world. They use ChatGPT to shortlist platforms, Perplexity to compare features, Claude to summarise reviews. The brands they will see cited next year are the brands with the deepest, most extractable content libraries today.

The 18-month programme built exactly that asset. The content engine that won organic rankings in 2024-2025 is now the content engine the AI engines extract from in 2026.

What is next

The engagement continues. Current focus: layering an AI search citation programme on top of the organic foundation, monitoring brand appearances across five LLMs weekly, and converting paid spend reductions into reinvestment in the content engine.

About this case

Tenet engagement, ASAD playbook

This was delivered by Tenet’s growth team using the methodology ASAD now ships as a focused product. ASAD did not exist as a separate brand at the time of delivery, but the team, methodology, and Shantanu Pandey’s involvement at the strategy level are the same as today.

Services used

What we ran

Could we do this for you

Send us a brief about your category.

A senior strategist reads it and writes a tailored proposal.