Kaizo B2B SaaS

From expensive paid keywords to a full-funnel growth engine for Kaizo

How we sharpened Kaizo's positioning, built topical SEO authority and combined paid with organic into a full-funnel growth engine for a B2B SaaS.

Result Full-funnel growth engine for SaaS

TDK

Tanguy De Keyzer Oprichter & digitale strateeg

Client: Kaizo
Sector: B2B SaaS
Service: Growth marketing agency for predictable growth. →
Role: Fractional marketing leadership, positioning, SEO & paid

The challenge

More pipeline without unaffordable CPCs

Kaizo is a B2B SaaS product that wanted more leads through the pipeline. The problem: its most important keywords were almost unaffordable through Google Ads, with CPCs between 50 and 500 euros per click. Betting on paid alone was not a sustainable growth strategy. At the same time the messaging and positioning needed to be sharper, aligned with the new direction the product was heading. We stepped in as a fractional marketing team that reactivates and steers the marketing function.

How do you build predictable pipeline when your key keywords cost 50 to 500 euros per click?

Our approach

Our approach in brief

Positioning & messaging

The homepage first: messaging and positioning rebuilt and aligned with the new direction, so the foundation is fully ready for everything that follows.

Topical SEO authority

With topical maps and topical pages we built thematic authority. We optimised the blog articles and internal links so pages climbed the rankings and the expensive paid keywords are covered organically.

Competitor & on-page refresh

Several competitor pages focused on the real quality differences, plus a full refresh of titles and meta descriptions across all pages to lift click-through.

Paid & social activation

A Google Ads setup that steers on qualitative clicks, complemented by Facebook, LinkedIn and YouTube and retargeting campaigns to feed the funnel end to end.

The result

What we are building together

Full-funnel

from scattered actions to one coherent growth engine

Paid → organic

expensive keywords (50-500 euro CPC) covered structurally in organic

Sharp position

messaging aligned with the new product direction

Kaizo is an ongoing engagement in which we reactivate and steer the marketing function on and off. Instead of continuing to burn budget on unaffordable keywords, we build a growth engine that combines paid and organic, with positioning as the foundation and topical authority as the motor under the organic pipeline.

Kaizo is a B2B SaaS product with a clear ambition: get more qualified leads through the pipeline, in a way that also holds up over the long term. We stepped in as a fractional marketing team. That means we reactivate, steer and accelerate the marketing function on and off, without needing a full in-house team. This gives a scale-up senior marketing leadership exactly when it is needed.

The real problem was in the cost per click

The fastest way to get leads seemed to be Google Ads. Except the costs there ran completely out of hand. On the most important keywords the CPCs sat between 50 and 500 euros per click. For a SaaS with a longer sales cycle that means: you pay top price for traffic that is nowhere near ready to buy, and you build nothing that lasts.

Running on paid alone was therefore not a strategy, but a leak. So the question became broader: how do you build a growth engine that also works when the expensive keywords are unaffordable? The answer was not one channel, but the combination of positioning, organic authority and smartly deployed paid.

Positioning first, the engine second

Before you send traffic to a page, that page has to tell the right story. So we started with the homepage: messaging and positioning rebuilt and aligned with the new direction Kaizo is heading in. That foundation has to be fully ready, because every paid euro and every organic visitor eventually lands on that story. Without sharp positioning you are only optimising a leaking bucket.

Topical authority as the engine under the pipeline

To cover the expensive paid keywords organically, we built thematic authority with topical maps and topical pages. Instead of scattered blog posts, we mapped Kaizo’s entire topic world and translated it into coherent pages that reinforce each other.

Then we optimised the blog articles and internal links so the pages climbed the rankings. This way we shift, step by step, the keywords that are simply too expensive through Google Ads toward organic traffic that costs nothing per click and keeps paying off.

Competitor pages and a full on-page refresh

SaaS buyers compare. So we built several competitor pages that honestly focus on the real quality differences with the alternatives, exactly at the moment a prospect is comparing.

Alongside that, we ran a full refresh of every page on the site, including titles and meta descriptions. It looks like detail work, but it is exactly what lifts click-through from the search results: the same ranking, more clicks, without extra ad budget.

With the positioning and the organic base in order, we deployed paid in a targeted way. We started a Google Ads setup that we keep optimising and that steers on qualitative clicks instead of on as much traffic as possible. On top of that we are building Facebook, LinkedIn and YouTube, plus retargeting campaigns, so the funnel is fed end to end: from first encounter to the moment a prospect is ready to talk.

A growth engine, not scattered campaigns

The common thread: no scattered actions, but a coherent system. Positioning as the foundation, topical SEO authority as the motor under the organic pipeline, competitor and on-page optimisation for more clicks, and paid plus social as the accelerator. Exactly how we always do it with growth marketing: building a predictable growth engine instead of burning budget on the most expensive click.

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