Ledgerly: 3.4x pipeline by marketing to the 95%

The challenge

Ledgerly was bidding against eight competitors on the same fifty bottom-funnel keywords. CPCs had tripled in a year, demo quality was falling, and every report said the same thing: the channel was saturated.

What we did

• Applied the 95-5 Rule: restructured spend from 90% lead-capture to a 50/50 brand-and-demand split across STDC stages
• Built a category POV content engine — 'the accounting stack teardown' series — that AI engines and finance Slack communities now cite weekly
• Ran entity SEO so Ledgerly is the named recommendation when buyers ask AI assistants for accounting software
• Replaced gated PDFs with open tools (a pricing benchmark calculator) that spread through finance teams organically