winsome-marketing-supply-chain-Technology-Provider
CASE STUDY

Accelerating Digital Growth, Influence, and Revenue for Enterprise Supply Chain Technology Provider


 

 

 

Client Overview

Leading Enterprise Supply Chain Technology Provider. A well-established supply chain technology company providing sophisticated solutions across freight audit, AI-powered analytics, and supply chain intelligence to enterprise clients with $3-10B+ annual revenue.

The Challenge

Despite strong domain expertise and a proven solution stack, the supply chain provider faced critical digital leverage challenges that limited their ability to convert industry authority into measurable pipeline. Operating in a complex B2B environment with long sales cycles and highly technical solutions, they struggled with:

Key Pain Points:

  • Under-Optimized Search Footprint - Low organic visibility despite a strong solution stack and industry expertise
  • Fragmented Content Narrative - AI capabilities and advanced solutions were not yet reflected in digital channels
  • Minimal Executive Voice Online - Company leaders had strong offline reputations but no consistent digital presence or thought leadership visibility
  • Marketing-to-Pipeline Disconnect - Leadership required measurable business contribution with clear revenue attribution, not vanity metrics
  • Limited Digital Demand Generation - Traditional sales-led approach without systematic inbound lead generation infrastructure
  • Weak Competitive Positioning - Digital presence didn't reflect the sophistication of their technology and expertise
The provider needed to modernize their digital presence and build a scalable growth engine that could generate qualified pipeline while establishing their executives as industry thought leaders.

 

Our Strategic Solution

Embedded Fractional Marketing Partnership

Winsome approached the engagement as an embedded extension of revenue leadership rather than a traditional agency vendor, building digital infrastructure that fed real pipeline instead of isolated campaigns.

Multi-Channel Digital Demand Engine

Rather than focusing on a single tactic, Winsome developed a comprehensive digital ecosystem encompassing SEO, content, webinars, executive visibility, AI search optimization, and persona-based ABM funnels.

Revenue-First Measurement Framework

Every initiative was designed with clear revenue attribution and pipeline contribution metrics, ensuring marketing efforts directly supported sales objectives and business growth.

 

Key Deliverables

SEO Architecture & Content Ecosystem Development

  • Complete SEO strategy and keyword management for supply chain and AI topics
  • Content ecosystem creation covering AI capabilities, solutions, and product performance
  • Technical SEO optimization and website architecture improvements
  • Organic traffic growth initiatives and search visibility enhancement

Executive Visibility & Thought Leadership Program

  • Coordinated executive social influence strategy across multiple company leaders
  • LinkedIn content engine for company and individual executive profiles
  • High-engagement webinar series positioned as flagship market intelligence product
  • PR opportunity generation through consistent online visibility

AI Search Optimization & Persona-Based ABM

  • Early mover positioning in AI search ecosystems (ChatGPT, Perplexity, AI summaries)
  • Persona-specific landing funnels for Chief Supply Chain Officers, VPs of Procurement, COOs, and Heads of Supply Chain Technology
  • Email nurture sequences with behavioral triggers and lead scoring
  • Repeatable ABM framework for future scaling

Revenue Operations Alignment & Reporting

  • Growth strategy and quarterly planning integration with sales leadership
  • Reporting dashboards with clear pipeline and revenue attribution
  • RevOps alignment ensuring marketing-to-sales funnel optimization
  • MQL generation and deal creation tracking systems

 

The Impact

Winsome's comprehensive digital transformation delivered measurable business results that converted industry authority into revenue:

  • 3× Website Traffic Growth - Tripled overall website traffic compared to previous year, with 10,721 organic visits contributing to 25,060 total annual visits, establishing sustained high-intent inbound demand
  • 131% Search Visibility Increase - Grew impressions from 335K to 774K, doubled clicks from 1.61K to 3.4K, improved average position from 35.6 to 15.9 (~20 positions), and increased keyword density by 71% (1,527 to 2,612 keywords)
  • 12× Webinar Audience Scale - Launched recurring market intelligence webinar series that grew from 127-350 early attendees to peak of ~1,500 live attendees, with LinkedIn engagement rates between 3.7-9.7% (well above B2B norms)
  • $697,758.60 in Measurable Revenue - Generated 25 closed-won deals, 40 MQLs, and 110 new qualified deals created through coordinated digital efforts with clear attribution to marketing initiatives
supply-chain-case-study-outcome
"Winsome didn't function as a traditional agency—they became an embedded extension of our revenue leadership. The results speak for themselves: we tripled traffic, scaled our webinar program 12×, and most importantly, generated nearly $700K in measurable revenue with clear attribution. This engagement transformed how we approach digital growth."

 

Why It Works

SEO & Organic Dominance

Achieved 247 top-10 ranking keywords and 58 top-3 positions, with sustained product page growth across freight audit, compliance, cost optimization, emissions intelligence, and AI solution pages in Q3-Q4

Executive Social Influence at Scale

Company LinkedIn grew to 12,308 followers with 725,306 total impressions, while multiple executives transformed from minimal posting to active industry voices generating 70,000+ combined impressions, 2,900+ engagements, 22,800+ members reached, and 5 PR opportunities

AI Search Engine Early-Mover Positioning

ChatGPT traffic grew from 47 to 258 monthly visits, Perplexity visits steadily increased, and secured multiple AI overview placements, establishing as one of the first B2B brands with measurable AI-native search presence

Persona-Based ABM Validation

Landing pages for CSCO, VP Procurement, COO, and Supply Chain Technology leaders generated dozens to hundreds of targeted monthly visits with validated messaging through form fills and strong email nurture performance with selective click-through spikes