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Dofollow wanted a scalable, sustainable way to acquire more qualified leads.
As a premium link-building partner for SaaS companies, dofollow.com had built an enviable track record. Over nearly a decade, they’d become the quiet force behind some of the industry's most trusted brands, building backlinks on sites like Hubspot and The Economist.
Referrals flowed in. Clients stuck around. The business was profitable and growing. But word-of-mouth alone wasn’t enough to hit their next growth milestone.
That’s where I came in.
Dofollow wanted a growth marketing partner who not only understood the nuances of B2B SaaS but could move fast, adapt quickly, and scale alongside them.
The Process
Full-Funnel Audit
I kicked off by digging into performance across every channel, looking at lead volume, CAC payback, profitability, and conversion rates across the funnel. This revealed what was driving results, where leads were getting stuck, and what could be improved immediately.
One quick win? Tightening messaging on existing paid channels, which would quickly lift both conversion and lead quality.
Ideal Customer Profile (ICP) Interviews
To move beyond assumptions, I ran interviews with dofollow.com’s ideal customers. I wanted to understand how buyers evaluate link-building solutions, what they’re skeptical of, and what makes them feel confident to move forward.
These insights helped validate the right channels to double down on and revealed the specific messages, objections, and proof points that resonated most.
Building a Messaging Architecture That Scales
Using the insights from my ICP research, I developed a messaging architecture that mapped to each stage of the buyer journey. This meant clearly defining:
- Value propositions, including how Dofollow stacked up against key competitors.
- The problems solved
- Dofollow’s differentiate approach
- Trust signals that would resonate
Putting The New Messaging Into Market
I tested the refreshed messaging through live campaigns and sponsorships right away, measuring what resonated and what needed refinement. This included:
- Writing copy anchored in real buyer outcomes (like outranking established competitors or increasing revenue)
- Customizing tone and hooks for each placement
- Integrating the most relevant case studies for each ICP segment
- Trialling a new offer and refreshing the homepage and landing pages
- Monthly performance reviews to optimize every piece of the funnel.
The Results
Within just three months, I helped dofollow.com double their monthly inbound inquiries without adding a single dollar to their ad or sponsorship budget.
