Ledgerline · B2B SaaS · fintech · 40 staff
A reconciliation platform in a crowded category stopped competing on features and started competing on point of view — turning its founder into the category's most-read voice.
5.1×
Engaged reach in target accounts
2.3×
Close rate vs. paid-sourced leads
−31%
Cost per qualified conversation
41%
Of new pipeline influenced by social
The challenge
Ledgerline had a genuinely better product in a category where every competitor's website said the same six things. Paid acquisition was working but costs were climbing quarterly, and the sales team kept losing deals to louder, better-known incumbents. Nobody in the market knew who they were.
The approach
Interviewed the sales team to catalogue every objection and competitor claim being made in live deals
Built a contrarian content position around the reconciliation failures nobody in the category would discuss publicly
Ghostwrote a sustained founder programme on LinkedIn at three posts per week
Converted the highest-performing posts into pillar content and long-form search assets
Amplified proven organic winners with tightly targeted paid spend against named accounts
The outcome
Inbound enquiries citing the founder's content became the highest-converting lead source in the business, closing at more than double the rate of paid acquisition and at a fraction of the cost.
I resisted posting for a year because it felt like vanity. It turned out to be the cheapest pipeline we have ever built.
Next step
Thirty minutes, no pitch deck. We will give you a candid read on where the opportunity is — whether or not you end up working with us.
No obligation · We reply within one business day