For B2B companies, content is more than a marketing function; it's the primary driver of growth. The company came off a fresh round of funding, and required an exponential increase in their pipeline to meet revenue targets. The team at Endear, the leading clienteling platform for retail, understood that inbound pipeline must be the main lever, and they were consistently publishing SEO-focused content to activate acquisition via traditional search channels. Although these efforts weren't translating into a predictable inbound pipeline. The challenge was not a lack of effort, but the absence of a cohesive strategy to connect content production to clear business impact.

Endear needed to unlock the hidden momentum in their content program and meet their pipeline targets. They partnered with Tenpoint Labs to transform their existing asset and processes into a high-performance growth engine engineered to dominate their search space and drive revenue.

The Challenge: Turning Content Volume into Verifiable Pipeline

Endear’s marketing team was active, but their internal content operation faced several critical roadblocks. The core issue was a disconnect between their content creation and a high-level inbound growth strategy. Without a clear framework to integrate the latest SEO and AI search best practices, their content struggled to consistently reach and convert their Ideal Customer Profile (ICP).

This resulted in several downstream challenges:

• Lack of a Mapped Search Journey: Content was created without a deep, data-backed understanding of the search journey for different ICP segments, diluting its impact.
• Undefined Competitive Edge: The team had a sense of their competitors but lacked a granular, page-by-page analysis to identify crucial content and keyword gaps they could exploit.
• Technical Debt and Cannibalization: With over 400 pages on their site, legacy content and technical SEO issues like poor meta descriptions and missing alt text were hindering performance. Furthermore, without a clear content architecture, pages were beginning to compete with each other for search rankings.

Endear needed more than just content; they needed a systematic approach to turn their expertise into a predictive pipeline generator.

The Solution: Building a Closed-Loop Content Engine for Growth

Tenpoint Labs deployed its content-first GTM service, Tenpoint Beacon, to build a comprehensive system that aligned Endear’s content directly with pipeline goals. The approach was hands-on, collaborative, and data-driven from day one.

1. Internal Customer Analysis: Tenpoint analyzed Endear’s internal data (website performance, customer calls, and revenue funnel data) to create a comprehensive ICP model and understand existing channels of growth and user personas. This revealed a strong correlation of lead quality to organic search channels.
2. External Market Analysis and Search-Spatial Mapping: Tenpoint ingested the websites of Endear’s closest competitors and this revealed exploitable gaps in their content strategy, providing a clear roadmap for market penetration.  This foundational work allowed the Tenpoint team to map the specific search journeys of key retail personas, ensuring every piece of content would be engineered to meet a specific need.‍
3. Data-Driven Content Planning & Keyword Strategy: With a clear understanding of Endear’s internal and external landscape, Tenpoint clustered keywords, evaluating over 2,000 search terms and long-tail queries relevant to Endear’s ICP. This process went beyond surface-level keyword research. By cross-referencing this data across numerous data sources, Tenpoint mapped the entire search-space, identifying high-intent query clusters where Endear could establish a dominant presence. This data engineering backbone allowed for the creation of a highly targeted content plan, designed not just to rank for individual keywords, but to build comprehensive topical authority. The resulting roadmap prioritized content that would systematically fill identified gaps, challenge competitor positioning, and capture the attention of buyers at every stage of their search journey.
4. ‍AI-Augmented Production & Technical Excellence: Tenpoint’s co-pilot production model, which combines AI speed with human craft, was central to the execution. After two cycles of drafting and iteration, the team mastered the precise tone and brand voice Endear required. Simultaneously, Tenpoint conducted a full-site scrape to identify and archive over 400 legacy pages, instantly improving site health. Over 1,000 technical SEO issues were identified and fixed, while a vector embedding analysis pinpointed and resolved content cannibalization issues, clarifying content clusters for search engines.
5. ‍Aligning Content with GTM Motions: The partnership was deeply embedded within Endear’s marketing function. With bi-weekly check-ins, Tenpoint aligned content production with broader campaigns, such as a strategic "AI week" aimed at retailers. The website’s menu was restructured to surface high-intent pages, including new sections for AI resources and head-to-head comparison content that positioned Endear as a thought leader. This was supported by a strategy of publishing high-quality, long-form content focused on the intersection of AI and retail, targeting the specific pain points of Endear's ICP.

This closed-loop growth system transformed Endear’s digital presence from a simple collection of articles into a strategic growth lever to influence their future buyers from discovery through conversion. This drove highly qualified traffic, pipeline, and qualified leads.

The Results: A 150% Surge in Organic Demos

By implementing a true growth flywheel, Endear turned its marketing efforts into a predictable and scalable source of growth. The data speaks for itself.

Comparing 90-day performance, Endear achieved:

• A 150% lift in organic demos, directly tying the new search-first strategy to high-intent leads.
• A 58% lift in total demos, showcasing the powerful halo effect of a well-optimized content engine on the entire marketing funnel.

The result is a clear demonstration of how a sophisticated data-backed strategy can fuel a company’s growth via content.