Enterprise Demand Generation for Esker

Clients:

Esker

Category:

B2B SaaS Digital Marketing

Date:

January 2026

Location:

Global — Lyon, France / Madison, WI

Overview

Esker partnered with us to strengthen its demand generation efforts and improve the quality and efficiency of inbound opportunities. The company had a strong market presence, but it could better align its digital marketing with buyer behaviour. This would help create a more predictable pipeline for growth.

Our Approach

We developed an integrated demand generation strategy focused on attracting high-intent prospects, increasing conversion rates, and improving marketing attribution.

Our work included:

Restructuring Google Ads campaigns around buyer intent and decision-stage searches
Launching targeted LinkedIn campaigns to engage finance decision-makers across key industries
Creating SEO-focused content designed to capture commercial search demand
Optimizing demo request landing pages to improve conversion rates
Implementing GA4 and GTM tracking for accurate lead source attribution and performance reporting

Execution

Instead of organizing campaigns around product categories, we aligned marketing efforts with how buyers research, compare, and evaluate solutions throughout the purchasing journey.

Paid search campaigns were redesigned to target both awareness-stage and decision-stage opportunities. LinkedIn advertising was used to build engagement with relevant business audiences before introducing direct conversion offers. New content assets were developed to enhance organic visibility for high-value commercial searches. This also supports prospects during their evaluation process.

To maximize performance, landing pages were streamlined with clearer messaging, reduced friction, and stronger calls to action. Comprehensive analytics tracking provided visibility into every stage of the lead generation process.