How Pipedrive Increased Organic Sign-Ups by 33% with BOFU Content

Pipedrive was already excelling astatine top- and middle-of-funnel content, building consciousness and authority successful the income space. But pinch Grizzle’s help, they adopted a much balanced strategy by focusing connected bottom-of-funnel contented to unlock caller maturation opportunities.

The consequence was a 200% summation successful hunt visibility and a 33% boost successful sign-ups.

In this lawsuit study, I’ll locomotion you done our proven integrated maturation methodology that drives much demos, trials, and sign-ups. You’ll besides study really to standard contented accumulation to amplify these results.

Traffic and acquisition contented build awareness, which is captious for semipermanent growth. However, Pipedrive’s contiguous extremity was driving demos, trials, and personification sign-ups.

To execute that, I helped them displacement attraction toward engaging much high-intent buyers astatine the bottom of the income funnel—people who already cognize they request a CRM, understand their options, and are fresh to convert.

Bottom-of-funnel (BOFU) contented builds spot and guides in-market buyers toward taking action, for illustration booking a demo aliases signing up for a trial. While top-of-funnel contented contributes to sign-ups, their effect is gradual. That’s why TOFU contented mostly has debased nonstop — aliases first-touch — attribution and conversion rates (a taxable that this Cognism lawsuit study explores successful depth).

Here are immoderate of the BOFU formats we implemented:

• Comparison pages: Compare devices aliases products to thief users make informed decisions (e.g., Pipedrive vs. HubSpot).

• Alternative pages: Suggest alternatives to celebrated devices for users exploring different options (e.g., Salesforce alternatives).

• Product listicles: Highlight the champion devices successful a class to guideline users (e.g., 15 champion CRM devices for business growth).

• Customer stories: Showcase real-world examples of really Pipedrive helped customers (e.g., How Pipedrive helped Truescope triple its squad size).

• Jobs-to-be-done content: Teach users really to lick circumstantial problems pinch and without your merchandise (e.g., Building a income pipeline).

These formats helped america reside objections, found trust, and show users why Pipedrive was the champion action for their needs.

Take this sales readying software listicle from Pipedrive’s blog:

1. Understand what your BOFU assemblage wants

To person prospects pinch content, it’s basal to understand what your perfect customer floor plan (ICP) wants to achieve. This allows you to:

• Create content that ranks for relevant, high-intent keywords

• Address your buyers’ challenges and priorities, building spot and encouraging action

This attack is really we helped Pipedrive summation hunt visibility and personification sign-ups.

Pipedrive serves various industries pinch unsocial needs, truthful we created highly targeted contented for different audiences. For example, existent property professionals researching CRMs request solutions for organizing purchaser and seller data. We developed a existent property CRM landing page that speaks straight to this need.

When researching their options, group typically usage product-based keywords, for illustration “CRM for [activity aliases industry]” aliases “[competitor tool] alternatives.”

We besides targeted different high-intent keyword types, specified as:

• Research-based terms: Keywords utilized to guideline purchasing decisions (e.g., “CRM information checklist”)

• Jobs-to-be-done (JTBD) terms: Keywords utilized to lick circumstantial problems aliases study really to complete a task (e.g., “how to automate an email trading campaign”)

When creating JTBD content, we focused connected balancing adjuvant DIY solutions pinch demonstrating really Pipedrive’s features simplify the process. This built spot and demonstrated the platform’s worth to imaginable customers.

2. Align contented formats to each purchaser stages

We aligned contented formats pinch hunt intent to pull users astatine each purchaser travel shape — top, middle, and bottommost of the funnel. Google knows what users want for a fixed query, truthful akin contented often ranks connected page one.

To genuinely guidelines out, you must supply caller insights that competitors overlook. This “information gain” improves SEO and delivers much worth to users.

Here’s really we tailor contented formats for different purchaser stages:

Top-of-funnel (TOFU) contented formats

TOFU content helps pull and amended a broader audience. At this stage, imaginable customers are becoming alert of their problems, truthful your extremity is to seizure their interest.

Some top-of-funnel contented include:

• Educational blog articles offering strategical aliases tactical guidance (e.g., Pipedrive’s A Beginner’s Guide to Creative Content Marketing)

• Infographics and videos simplifying analyzable accusation (e.g., Pipedrive’s Email Delivery Infographic: How it Works and Why it Fails)

• Listicles that are easy to digest and mention backmost to (e.g., Pipedrive’s 20 Most Important KPIs for Sales Teams to Track)

• Storytelling content that positions your marque arsenic a thought leader (e.g., Pipedrive’s Women successful Sales: It’s Time to Smash Clichés)

• Original research and information that provides unsocial insights (e.g., Pipedrive’s, The State of Sales and Marketing)

Middle-of-funnel (MOFU) contented formats

MOFU contented engages prospects evaluating their options and learning much astir their challenges.

Examples of middle-of-funnel contented include:

Articles guiding readers done the information shape (e.g., Pipedrive’s CRM Evaluations: How to Choose the Perfect System)

Ebooks offering elaborate manufacture insights (e.g., Pipedrive’s The Call Center Management Guide)

Webinars connected circumstantial topics that promote engagement (e.g., Pipedrive’s, Maximize Your Sales Engine)

Case studies explaining really your merchandise solves applicable challenges (e.g., Pipedrive’s 7 CRM Examples and Use Cases to Build a Better Business)

Bottom-of-funnel (BOFU) contented formats

BOFU contented is for prospects who are fresh to make a decision. It’s designed to flooded objections and show the worth of your solution, helping person leads into paying customers.

Examples of bottom-of-funnel contented include:

• Product comparisons pitting your merchandise against competitors (e.g., HubSpot vs. Salesforce vs. Pipedrive: Comparing 3 CRM Solutions)

• Success stories demonstrating really your merchandise helps businesses execute their goals (e.g., How Network Streamlined Operations and Boosted Efficiency by 50% pinch Pipedrive)

• Evaluation checklists that guideline buyers done their decision-making process (e.g., Create Your CRM Checklist: A Comprehensive Guide)

3. Build marque consciousness by scaling TOFU content

While BOFU contented drives sign-ups and trials, Pipedrive’s top-of-funnel (TOFU) contented is basal for building marque awareness, capturing leads, and guiding them done the purchaser journey.

These are the ingredients of awesome TOFU contented to guidelines retired from generic articles successful the SERPs:

Use examples

Examples make absurd ideas relatable and concrete. They thief readers understand really your merchandise aliases work solves their problems. For example, Pipedrive’s sales pitching guide uses real-world examples to exemplify tactics, build societal proof, and make the proposal much actionable.

Create product-led content

Product-led contented shows readers really to execute their jobs-to-be-done (JTBD) utilizing your product. For example, Pipedrive’s sales techniques guide explains really to usage the company's features to instrumentality the advice, offering step-by-step guidance connected mounting up automation aliases workflows wrong the platform.

Implement contented design

Custom graphics, CSS styling, and videos make contented much digestible. A well-structured level pinch headings and subheadings besides improves the communicative flow. Pipedrive enhances readability pinch interactive creation elements for illustration tables, recommended reading, and FAQs to break up long-form content.

Here’s an illustration of a array constituent successful a TOFU station connected mean bid values:

There are besides components for “recommended reading” links, quotes, and often asked questions (FAQs).

Apply contented penning champion practices

Concise, clear penning keeps readers engaged. Avoid motto and analyzable sentences to guarantee accessibility. Tools for illustration Grammarly and Hemingway thief support readability scores that lucifer your audience’s reference level. For Pipedrive, we aimed for grades 8 to 10, ensuring the contented resonates pinch a wider audience.

Ensure accuracy and information hygiene

Accurate accusation builds spot and reliability. Pipedrive’s contented guidelines require studies to beryllium nary older than 3 years old, from reputable sources, and cited correctly. They besides usage owned data, for illustration their yearly State of Sales and Marketing reports, which supply original insights while attracting backlinks and boosting authority.

4. Use contented audits to find opportunities

Content audits measurement each shape of the contented travel to place issues and opportunities to amended aliases take sides postulation and conversions.

Here’s a breakdown of our contented audit process:

Gather capacity data

Collect capacity information from various sources specified arsenic Moz, Google Analytics, and Google Search Console.

This information allows america to measure:

• SERP capacity (Google Search Console and Moz’s Explore By Keyword)

• On-page SEO issues (Moz Site Crawl)

• Keyword capacity (Moz’s Explore by Keyword )

• Traffic and conversions (GA4)

• Distribution and backlinks (Inbound links characteristic connected Moz)

Tools for illustration Moz tin thief way keyword clusters and individual rankings, while Google Analytics provides insights into engagement, page views, and conversion rates.

Organize capacity data

Organize the information successful a spreadsheet, categorizing by format (blog posts, landing pages), capacity metrics, and publication date. Use a “red amber green” (RAG) system:

• Red: Content needing important work

• Amber: Content astatine consequence aliases needing updates

• Green: Healthy, high-performing content

Here’s an illustration featuring dummy data:

Analyze and diagnose

Analyze patterns successful postulation and keyword capacity to place outdated content, underperforming pages, aliases areas wherever caller keywords could make much leads.

For example, refreshing an outdated sales guidance software page helped Pipedrive reclaim a apical ranking and make much leads.

Prioritize and scheme resources

Based connected your findings, prioritize which contented to update, rewrite, aliases prune. Some whitethorn request ray edits, while others request a complete overhaul to fresh existent hunt intent and marque objectives.

For instance, we updated Pipedrive’s sales calendar article pinch caller arena info and a caller tone, improving personification acquisition and SERP rankings.

5. Create a contented refresh process

Content refreshes are a ample portion of Pipedrive’s SEO strategy.

There are galore ways to optimize content, but here’s the process we’ve recovered astir impactful astatine Grizzle:

Use data-driven devices to amended relevancy and inject important themes

I trust connected devices for illustration Moz and Clearscope to show which themes Google prioritizes for circumstantial topics. This helps maine understand what’s missing and what updates are basal to support the contented relevant.

For example, erstwhile refreshing a 2017 sales tools listicle, the information mightiness show that hunt intent shifted to AI income tools—something irrelevant backmost then. I’d weave successful a caller conception and update the remainder of the contented to fresh the existent landscape.

Increase contented value and worth while fulfilling accusation gain

Not each contented needs the aforesaid level of attention, truthful I usage this strategy to prioritize:

Editorial: Minor tweaks for illustration fixing typos, adding links, aliases improving readability.

Updates: Substantial changes specified arsenic adding sections, updating stats, and optimizing for caller keywords.

Rewrites: Overhauling the contented wholly to align pinch SEO champion practices.

Track and measurement the effect of my optimization efforts

After each refresh, I make judge to way performance:

• Traffic and engagement: I show page views, bounce rates, and convention duration.

• Keyword rankings: I cheque if the rankings for target keywords improved.

• Conversion rates: I measure if the refreshed contented drives much conversions, for illustration sign-ups aliases downloads.

Optimizing and prioritizing bottom-of-funnel contented tin toggle shape your SEO strategy from simply attracting postulation to contributing straight to halfway business objectives.

The methodologies successful this article are proven to work, arsenic evidenced by Pipedrive’s awesome results — a 200% summation successful hunt visibility and a 33% summation successful personification sign-ups.

To replicate Pipedrive’s success, commencement pinch a broad contented audit, usage data-driven insights to refresh existing content, and standard your accumulation efforts pinch a attraction connected quality.