MADX Digital
Background
MADX Digital does SEO and GEO — visibility in AI search engines — for B2B SaaS companies, from funded startups to established brands in fintech, AI and more. The agency works with more than 50 SaaS brands. Perry Steward is one of the founders and leads its SEO work.
New clients come from two directions. The agency’s own SEO brings in a steady stream of inbound leads, and the sales team reaches out to SaaS companies that should be more visible than they are. Either way, the conversation often starts with an SEO/GEO audit — a review of where the company stands in search today and what is holding it back.
The challenge
There was no shortage of leads. There was a shortage of knowing anything about them — so sales time went to the wrong companies.
Only an email address
Whoever got in touch usually left an email address and nothing else. Nobody knew who the person was or which company they came from — so nobody knew whether the marketing was reaching companies that could buy.
Every audit started from zero
Before every audit and every outbound contact, the seller pulled traffic, keywords and rankings by hand. 45–60 minutes per company — and then the right person and their contact details still had to be found.
The wrong company was found out on the call
When a company did not fit, it only became clear 20–30 minutes into a sales call. A company with no budget for SEO looked the same in the CRM as one that was ready to buy.
A CRM nobody could sort
Good and bad leads sat side by side with nothing to tell them apart. Every seller had to judge by feel who was worth a call.
What we built
The same system we build for every client — configured around MADX’s ideal customer, its sources and its tools. For MADX it does three things.
Every lead in the CRM enriched and qualified
We started with the CRM as it was: every lead, not just the new ones. For each email address the system finds the company behind the domain, reads its website and writes a company description, and finds the person’s title, LinkedIn and phone number. Then the company is assessed against MADX’s ideal customer. Those who fit are added to a LinkedIn sequence automatically. The rest stay put — marked, so nobody spends a sales call on them. New leads take the same route the moment they come in.
emma@northpeak.io
- Person
- Emma Clarke · Head of Growth
- Company
- Northpeak · B2B SaaS for inventory planning, Series A
- In search
- 4,100 organic visits a month · 180 keywords · no new article in a year
- Assessment
- Fits — B2B SaaS, funded, no in-house SEO team
- Contact
- LinkedIn · +44 7700 900 ···
Added to the LinkedIn sequence ✓
Pre-qualified on organic traffic — and on what the company already does
An SEO agency cannot qualify a company on industry and headcount. What decides it is where the company stands in search: how much organic traffic it has, how many keywords it ranks for, and whether it already publishes content or works on SEO. A company with flat traffic and no blog is a different conversation from one with its own content team and an agency already — and some are no conversation at all. The system reads this for every company before anyone gets in touch, for inbound leads and outbound contact alike.
The audit is prepared before the seller starts
The same data carries into the sales work. Before an outbound contact or an audit, the seller already has the traffic, the keywords, the top-3 positions and where the company is losing out — plus the right decision-maker with an email or phone number. Prep that took 45–60 minutes now takes 10–15, and the first email can open with something the company recognises.
- Organic traffic
- 3,400 visits a month
- Keywords
- 212 ranking, 9 of them in the top 3
- Losing out on
- Comparison pages sit on page 2
- Already does
- Blogs in-house, no agency
- Decision-maker
- CMO · email and direct phone
You get around 3,400 organic visits a month, but only 9 of your 212 keywords are in the top 3 — and your comparison pages sit on page 2 …
The sales team got to know its ideal customer
This is what we think mattered most, and it does not show up in any single number.
When companies are qualified before anyone gets in touch, a seller’s day looks different. They talk to more companies that actually fit and spend their time on the ones that matter — instead of sifting through the ones that would never buy.
A sales team that only talks to the right companies quickly learns who the right companies are.
When almost every conversation is with the right kind of company, the patterns start to show: which problems keep coming up, which questions get asked, which companies sign and why. Before, those patterns drowned in calls that should never have been booked. Now the team learns something about its ideal customer on every call — and that makes the next call better.