Kalibrate Accelerates Lead Velocity by 450% with SEO & Content Strategy
For over 25 years, Kalibrate has advised fuel and convenience retailers in 70+ countries on pricing, location planning, and market data. During a company-wide transition, their lean, globally dispersed marketing team needed to adopt an inbound methodology for the first time, identify niche decision-makers across complex departments, and overcome low visibility in a technical industry.
CHALLENGES
Aligning a Global Team Around Inbound
Kalibrate faced three critical hurdles:
Unclear Buying Journeys
With solutions spanning fuel pricing, retail planning, and data analysis, they struggled to pinpoint the ideal contacts at target accounts. Each department had unique pain points, requiring tailored messaging.
Low Marketing Efficiency
The team operated across time zones with limited bandwidth. Manual processes and outdated tactics failed to generate qualified leads consistently.
Poor Search Visibility
Technical SEO issues and lack of optimized content made it hard to attract high-intent traffic in a niche industry.
HubSpot Products Used
Content Hub
Marketing Hub
Sales Hub
SOLUTION
A Full-Funnel Inbound Engine
New Breed implemented a phased strategy to build momentum:
Foundation: Buyer Personas & Process Alignment
We conducted a Growth Acceleration Workshop to define three core buyer personas, such as Pricing Managers and Retail Planners, ensuring messaging addressed each role’s specific challenges. By mapping funnel stages to each persona’s journey, we standardized form strategies and lead handoffs between marketing and sales.
Ramp-Up: Content & SEO Overhaul
Our team produced over 75 blog posts and two premium gated offers tailored to persona pain points, like "Optimizing Fuel Margins in Volatile Markets." Simultaneously, we fixed technical SEO errors and optimized for high-intent keywords to improve organic visibility.
Scale: Demand Generation Suite
To amplify results, we launched five email nurture campaigns and SEM ads targeting high-value accounts. We also redesigned the website’s UX, simplifying navigation and CTAs to boost conversions by 152%.
“We needed a partner who understood our market’s complexity. New Breed became an extension of our team.”
Tamera Ross | Global Marketing Director | Kalibrate
RESULTS
Pipeline Transformation in 18 Months
Lead Generation
MQLs grew by 450%, with 90% of leads sales-qualified. Inbound-sourced leads increased by 28%, reducing reliance on outbound efforts.
Traffic & Engagement
Website traffic surged 55% from SEO and content, while social media followers grew 49% with 354% more posts.
Revenue Impact
Marketing-influenced pipeline contributed to 38% of contract wins.
