B2B Case Studies: IT, Manufacturing, Services and SaaS
These are projects for companies that sell to other businesses: IT companies and software developers, manufacturers, equipment suppliers, logistics providers, distributors, professional services and SaaS products. Each case describes the starting position, the work we did and what it produced in traffic and enquiries.
B2B is rarely judged on the number of leads: one deal can pay for a year of work, while a dozen irrelevant enquiries produce nothing. That is why both B2B SEO and B2B PPC here are set up for the quality of traffic rather than its volume.
What Makes B2B Promotion Different
A long decision cycle
A purchase decision takes weeks or months and usually involves several people at once. We build the keyword set around the stages of that journey — understanding the problem, comparing vendors, choosing one — and accept that some pages exist not to generate an enquiry but to get the company onto the shortlist in the first place. Including the shortlist assembled inside AI search answers, where vendor research increasingly begins.
A separate landing page for each direction
Every service, industry and customer type gets its own page. That is what makes it possible to cover narrow, low-volume queries — the ones that in B2B tend to bring the best enquiries — and to work on the conversion rate of those pages in parallel.
Paid campaigns built around leads
We run Google Ads campaigns against enquiries — forms, calls, emails — and send traffic to specific service pages or dedicated landing pages rather than to the homepage, built for a corporate visitor looking for technical detail, terms of engagement and proof of experience.
Analytics and reporting
In B2B the number of clicks matters far less than what they turned into. We set up GA4 and CRM integration, track multi-touch paths, and look at which sources produce enquiries that reach a deal and which only reach a first call.
Entering new markets
A large share of B2B companies grow not by finding more demand at home but by opening a new market. That needs its own keyword research, its own structure and correct hreflang — otherwise the versions built for different countries start competing with each other. We run this as SEO for the US and European markets.
Working With ITForce on a B2B Project
Selling to other businesses? We start with a site audit along with an analysis of the niche and the competition, then build a strategy across SEO, paid search and site improvements around your sales cycle and your customer type.
- work on specific B2B queries rather than on general traffic
- scaling through Google Ads into named directions
- analytics connected to your CRM, with enquiry quality assessed rather than counted
Send us a request — on a short call we will clarify your sales cycle, target markets and the current state of the project, and come back with a proposal: scope of work, budget and the metrics we can be measured against. Indicative rates by service are on the pricing page.
