InviteDesk is a B2B event management platform that helps professional services and enterprise teams streamline the entire event process, from invitations and registrations to check-ins and post-event surveys — all in one place. Trusted by organisations including ABN AMRO and Bank Nagelmackers, with an NPS of 87.
Industry
Event Management SaaS
HQ Location
Belgium
Services provided
Bottom-Funnel SEO, Content Strategy, Link Building, GEO
Engagement
June 2025 – Present
Challenges
InviteDesk was an established SaaS with a solid product and happy customers, but almost no inbound demand. When they came to Exceed in June 2025, pipeline came almost entirely from paid ads, in-person events, and outbound. Channels that worked, but stopped the moment InviteDesk stopped investing in them.
They were generating 1,902 monthly organic sessions, but only 13 of their ranking keywords were bottom-funnel. All traffic came through branded searches, attracting existing customers and prospects who already knew about the brand.
B2B event planners and marketing teams were actively searching for solutions every day. Comparing different tools, looking for better alternatives to the established vendors, and researching specific problems InviteDesk helps solve.
They just weren't showing up for these high-intent searches, which is why the channel never drove any meaningful commercial impact.
Growth summary
We started with deep ICP research before writing a single piece of content. The goal was to understand exactly how InviteDesk's best customers thought about their problem, the language they used, the searches they made, and the moment they realised they needed a dedicated solution.
That research shaped everything. Rather than targeting broad event management topics, we mapped the highest-intent searches buyers made when they were already evaluating tools. We prioritized the low-competition topics to ensure quick wins, and that every keyword we targeted was winnable for InviteDesk.
From there, we built decision-stage content designed to show up at the moment of purchase, not the moment of curiosity.
We targeted three keyword clusters:
→ Category comparison searches from buyers evaluating event management platforms,
→ Use-case content addressing specific problems like attendance tracking and Google Form alternatives
→ Competitor alternative pages for buyers already using a tool and looking to switch.
We backed the content with targeted link building and brand placements in the most frequently cited event management publications, building the domain authority InviteDesk needed to compete for high-intent keywords, and the third-party validation signals LLMs draw from when recommending software.
12 months into the program:
→ Bottom-funnel keywords grew from 13 to 199
→ Monthly AI referral sessions grew from 14 to 103
→ Impressions grew from 36,258 to 410,178 per month
→ Across the engagement to date, the channel generated 158 organic SQLs, both demo requests and contact submissions.
Best-ranking
Featured articles
How to Create a Google Form for Event Registration
Traffic Value
$1,500
Main KW Ranking: #1 + AI Overview
Event Attendance Tracking Software
Traffic Value
$2,800
Main KW Ranking: #1 + AI Overview
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Frequently asked
Questions we get on most discovery calls.
Do you really not require a minimum contract?
Yes — 30-day rolling, always. You can leave with one month's notice. Most clients stay considerably longer, but that's their choice based on results, not a contractual obligation.
How quickly will we see results?
It depends on your domain authority and competitive landscape. BOFU content targeting low-competition buyer keywords can rank within weeks. We'll give you an honest projection in the audit based on your specific situation.
Who actually does the work — founders or a team?
Both. Josef and Eddie lead strategy and quality review across every engagement. We have a team of specialist strategists, writers, and a dedicated link builder — but nothing goes out without founder sign-off.
Is GEO / AI search visibility included, or an add-on?
Included in every engagement — not an upsell. We structure all content to earn AI citations, run GEO citation outreach alongside link building, and track AI-referred traffic as a distinct channel in monthly reports. You don't pay extra for AI visibility because our content strategy already produces it.
How do you measure success?
Monthly pipeline reports covering: demo requests by channel, SQLs, pipeline value, organic CAC vs. paid, and close rate for organic leads. Traffic and rankings appear as context — not as primary KPIs.
What do you need from us to get started?
Access to your sales team for research interviews, GSC and GA4 read access, and Gong calls or equivalent if available. We front-load research so we're not guessing about your buyers.
