Cadence CRM case study: 2.0× organic signups in 6 months
A software business buying every single customer through ads, watching acquisition costs climb quarter after quarter.
Paid acquisition costs had climbed every quarter with no sign of levelling off, so the plan was to build a channel that got cheaper as it grew. We mapped every question a buyer researches before choosing a CRM, then built content clusters around each one, including direct comparison pages against every competitor prospects were already searching by name. Every page ended the same way: a specific, low-friction path to a free trial, not a generic contact form. Six months in, the content built in month one was still bringing in trials with zero ongoing spend.
Organic signups doubled in six months and now supply a third of all new trials, at a fraction of what the same growth costs in ads.
Lessons for a business in the same spot.
- 01Content built around what buyers research before purchase keeps bringing trials long after it is published.
- 02Comparison pages capture people already searching competitors by name.
- 03Every article needs a specific next step, not a generic contact form.
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