How We Built A 3-Channel Inbound Strategy For A Company Intelligence & Compliance Platform
The client's pipeline came mostly from outbound sales. We helped them build an inbound channel alongside it using SEO/GEO, Google Ads, and founder-led LinkedIn content.
Company Intelligence & Compliance
Meet compliance and risk buyers where they're already searching
The client built an AI platform that turns scattered company data into decision-ready dossiers on risk, compliance, and financial health. Teams use it for KYC, KYB, sanctions screening, and due diligence. Most of their pipeline had come from outbound sales.
Outbound was working, but it wasn't the only source of demand worth going after. Compliance officers, risk analysts, and due diligence teams often research software on their own before speaking to a salesperson. More of them are also using AI tools to research and compare vendors.
We were brought in to build an inbound channel that could capture some of that existing demand and give the sales team another source of opportunities.
Four things were holding inbound back
Start close to the sale, then build the authority behind it
We wanted to do two things at once: capture buyers who are ready to compare vendors today, while building the content and presence that earns trust with the ones who aren't ready yet.
Target BOFU keywords first
- Identified 42 commercial-intent keywords already searched by ready-to-buy buyers, including kyc software, aml software, and kyb software
- Built content and landing pages around the terms closest to a purchase decision
- Treated BOFU as the fastest path from content to revenue, since someone searching sanctions screening software is very likely evaluating a vendor right now
Layer in MOFU content to build authority
- Mapped a second set of keywords for buyers who know they have a problem but are still researching, like what is kyc and kyc vs kyb
- Built a library of methodology content on KYC, UBO, sanctions screening, and due diligence to show depth across the whole topic
- Aimed this content at getting cited directly in AI answers, not just at ranking on Google
Run Google Ads on the same keyword set
- Used the same BOFU keyword research to guide paid search, so SEO and Ads work from one shared plan instead of two
- Set up campaigns, ad copy, and conversion tracking around the highest-intent terms
- Left the budget open to adjust once we see which keywords convert best
Build a founder-led presence on LinkedIn
- Ran a discovery interview with the founder to capture his experience, opinions, and what makes the platform different
- Turned that into a monthly content plan and wrote posts in his voice, 3 to 4 times a week
- Mixed thought leadership, product insight, customer stories, and company news, weighted toward thought leadership
Set up the site to receive the traffic
- Revamped product messaging, positioning, and the homepage so new visitors understand the product quickly
- Rebuilt landing pages to support both the paid and organic campaigns
- Handled the copywriting and design work end to end
Agree on what success looks like before launch
We agreed on a chain of signals to track, from visibility (search impressions, AI answer coverage, reach on the founder's posts) to authority (rankings, referring domains, AI citation share) to business results (organic traffic, demo requests, and how much inbound adds to the pipeline over time).
Keyword strategy
We researched the search volume for each keyword and split the list into two stages. BOFU keywords go to buyers ready to choose a vendor. MOFU keywords go to buyers who are still learning.
| Keyword | Monthly volume | Stage | Channel |
|---|---|---|---|
| what is kyc | 2,400 | MOFU | SEO/GEO only |
| aml software | 1,900 | BOFU | SEO/GEO + Google Ads |
| what is aml | 1,900 | MOFU | SEO/GEO only |
| kyc software | 1,600 | BOFU | SEO/GEO + Google Ads |
| identity verification software | 1,300 | BOFU | SEO/GEO + Google Ads |
| due diligence software | 880 | BOFU | SEO/GEO + Google Ads |
| what is kyb | 880 | MOFU | SEO/GEO only |
| transaction monitoring software | 720 | BOFU | SEO/GEO + Google Ads |
| kyc vs kyb | 720 | MOFU | SEO/GEO only |
| sanctions screening software | 590 | BOFU | SEO/GEO + Google Ads |
| third party risk management software | 590 | BOFU | SEO/GEO + Google Ads |
| what is a ubo | 590 | MOFU | SEO/GEO only |
What we're building
SEO/GEO content program
8 articles a month across BOFU and MOFU keywords, with 2 rounds of revision, keyword research, internal linking, and AI search optimization.
Google Ads campaign management
Keyword research, campaign setup, ad copy, landing page guidance, conversion tracking, and bid optimization.
Founder-led LinkedIn content
20 posts a month written in the founder's voice, plus 2 custom infographics, monthly planning, and publishing support.
Website development
Product messaging, positioning, homepage and landing page revamps, copywriting, and design.
Discovery interview and content planning
A 1-hour interview with the founder each cycle, turned into a monthly content plan and reviewed before anything goes out.
Monthly reporting across every channel
Performance tracked from visibility through to business results, using the KPI framework agreed on upfront.
How we build each article
Every article follows the same basic structure. It keeps the content consistent across the site and makes it easier for both search engines and AI tools to understand the page.
