Becoming the go-to software provider
BigChange case study
About our lovely client
BigChange is a leading job management software provider for the field service management industry. Its software is proven to enhance business efficiency and drive growth through optimised job scheduling, real-time job tracking, and more.
Magical moment promoting change
Despite being a market leader, in the highly competitive market, BigChange needed to be seen as the go-to vendor based on its extensive industry knowledge and advanced features. To do this, they needed to increase their online visibility.
The challenge
BigChange needed a strategic partner to refine and execute an SEO content strategy that would boost BigChange’s online presence and drive business growth. And they needed someone who could create high-quality SEO-optimised blog content every week to support BigChange’s content manager.
How we helped
Roo & Eve recognised that to shift to how buyers buy today, BigChange’s content needed to appeal to the 3% actively buying AND the 97% not actively buying—with a blend of educational thought leadership and valuable product-led content.
Essentially, BigChange needed a partner that could incorporate demand generation and demand capture into their SEO strategy, so that when buyers were ready to convert, BigChange was the first brand they thought of.
Roo & Eve began the partnership by creating a demand generation content strategy with a content cluster approach to stand a chance of ranking for the industry’s highly competitive keywords. Constant optimisation and experimentation were key to validation and scaling. Over the 18-month-long partnership, Roo & Eve introduced new topics, created new product-market fit opportunities, and continued fine-tuning targeting and messaging.
Optimising the content and messaging was key in this highly competitive market. Roo & Eve reviewed hundreds of customer reviews, testimonials, and case studies to understand the language customers used to fine-tune the tone of voice. Turns out the field service world is engaged by a more casual, conversational, and confident tone with a touch of humour. With no surprise, highlighting positive ROI as a benefit naturally led the charge in engaging content too.
With a deep specialism in B2B SaaS and data-driven marketing, we enhanced BigChange's SEO strategy and delivered a consistent cadence of high quality content over an 18 month period.
Over the past 6 months, BigChange increased their results by investing in a holistic SEO strategy, working with multiple agencies, and the results speak for themselves.
The results?
This content supported BigChange’s marketing team to see outstanding results, including:
Over 80% increase in booked meetings, reflecting heightened interest and engagement.
128% increase in monthly recurring revenue (MRR)
551.22% increase in unbranded traffic (Q1 vs Q3)
Search Engine Ranking Position market share surged from 1.76% to 11.15% in their most crucial terms.
Ranking in the top positions for highly competitive keywords:
Top 3 positions: 9 keywords, including 2 of the top 5 most important terms.
Top 10 positions: 20 keywords.
Top 20 positions: 35 keywords.
The overall result? This not only amplified their online presence, positioned them as thought leaders in their industry, but also significantly contributed towards revenue.
“BigChange previously partnered with Roo&Eve to bolster our marketing strategy from a content perspective. I was thoroughly impressed with the results. The team quickly understood our brand, goals, and audience, producing content that was engaging, informative, and perfectly aligned with our voice and in line with our SEO strategy.
Working with Roo&Eve was a true collaboration. They were receptive to feedback and made prompt revisions, consistently delivering high-quality work on time, even under tight deadlines. Thanks to their efforts, our website content was consistently outputted and SEO-friendly, leading to increased search engine ranking positions for our most valuable terms and increased leads.
I would highly recommend Roo&Eve for any SME SaaS business seeking external content support.”
— Daniel Briggs, Director of Digital Marketing at BigChange
Appeal to all stages of the buying cycle
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