How Vertex HQ achieved 4.8x Pipeline growth.
What Vertex HQ needed to solve.
Vertex HQ — a B2B project management SaaS serving US enterprises — had stagnated at 22 monthly MQLs for six consecutive months. Google Ads targeted broad software keywords with poor intent alignment. LinkedIn had generated awareness but no measurable pipeline. Their content had never been optimized for SEO or AI search.
The GEO program was something we'd never considered. Within 8 weeks our product was being cited by ChatGPT when enterprise buyers searched for project management software. It changed how we think about search entirely.
How we delivered the results.
We restructured Google Ads around pain-point and workflow-specific searches, introduced LinkedIn Sponsored Content targeting Operations Directors and CTOs at US enterprises with 200+ employees, and launched a GEO program to ensure Vertex appeared in ChatGPT and Perplexity responses for relevant B2B software queries.
What changed.
- 4.8x pipeline growth in 5 months
- Monthly MQLs grew from 22 to 106
- LinkedIn cost per MQL: $290 vs $880 for Google
- Cited in ChatGPT responses for 11 B2B project management queries within 8 weeks
- CAC reduced from $7,800 to $2,900
- Trial-to-paid conversion improved from 18% to 27%
The decisions that made the difference.
- Google Ads was refocused from broad software keywords to high-intent searches aligned with Vertex’s buyers.
- LinkedIn was measured on pipeline rather than awareness.
- Content was optimized for both SEO and AI search, leading to citations in ChatGPT for enterprise project management queries.
Lessons for your business: Enterprise SaaS teams stuck on flat MQL numbers usually have an intent problem, not a volume problem. Aligning keywords, LinkedIn targeting and content with real buying questions turns spend into pipeline. Read more about our saas & tech marketing or see more paid media results.