Case study — B2B Software
Orbit: the build that paid for itself.
A category-defining editorial program: 60+ long-form pieces built around practitioner interviews that now drive a third of the company's demo pipeline.
Fig. 01 — Content ProgramAmsterdam, Netherlands
The challenge
Leads loved the sales calls and cooled on the follow-up: the materials after the call undid the trust the call built — jargon, stock photos, claims with no receipts.
The founder was the best salesperson and the bottleneck: every message that mattered required her voice, and her calendar was done at 9am.
The approach
We started with excavation: founder interviews, sales-call recordings, support-ticket mining and proposal archaeology — the company's real expertise, transcribed and catalogued.
A voice system came next: vocabulary, sentence shapes, banned phrases and before/after rewrites from their real pages — so every writer after us, internal or external, starts calibrated.
The content plan ran bottom-up: sales assets and bottom-funnel pages first, clusters and founder-led distribution after — every piece mapped to a question a real prospect had asked.
- Editorial calendar tied to questions from sales calls
- Brand voice system: vocabulary, shapes, bans, before/afters
- Case study library rebuilt on the stakes-decision-numbers formula
- Newsletter relaunch with a one-idea-one-story-one-ask promise
The results
Prospects quote our own articles back to us on calls now. That was the entire pitch, and it happened.Hannah Brooks — Founder, Orbit
The gallery
Start a project
Your metric. Our move.
Fixed quotes in 48 hours. Senior team only. Zero hand-offs between disciplines.