From single digits to tens of qualified meetings a month. 90 to 95% of it inbound.

Aavenir is an Accel-backed enterprise SaaS company and a pioneer of AI-powered contract lifecycle management built natively on ServiceNow. Contractflow is its flagship product. The platform also covers sourcing, vendor onboarding, obligation management, compliance screening and accounts payable automation.

It sells into procurement, legal, finance and IT teams across banking, healthcare and life sciences, manufacturing, energy and the public sector, all on the ServiceNow platform its customers already govern.

Four buying centres and long enterprise cycles

Procurement, legal, finance and IT each evaluate contract software differently. A single message reaches one of them and misses the other three, and enterprise cycles give buyers plenty of time to drift.

A category buyers are still learning to describe

Terms such as obligation management and contract intelligence are still settling. Buyers search in fragments, so a vendor that does not publish for each of those searches is invisible early in the evaluation.

Volume without understanding

Traditional agencies wanted to run standard playbooks, and AI outbound tools promised thousands of emails. Neither understood who Aavenir was selling to or why they would buy.

Start with the buyer

We mapped what each buying centre needs to believe and what it searches for before it will take a meeting.

• Separate questions for procurement, legal, finance and IT
• Industry context for banking, healthcare, manufacturing, energy and public sector

Own the category searches

We targeted contract lifecycle management, obligation management, obligation flow and related terms, and published a steady stream of website content against them.

• Keyword clusters by use case and role
• Content published to the website continuously, not in bursts

Optimise for AI answer engines as well as Google

The search strategy covers traditional SEO alongside answer engine and generative engine visibility, so Aavenir shows up when buyers research inside AI assistants.

• Pages structured to be quoted
• Consistent entity and product descriptions

Give buyers something useful before asking for a meeting

Gated assets were built for the category rather than recycled, and a maturity assessment tool gives buyers a useful result before any sales contact.

• Category-specific gated assets
• A contract management maturity assessment

Point outbound at the same accounts

Account-based outreach works the same target list from the other direction, with tiered account lists and multi-touch sequences across email, LinkedIn and content.

• Tiered account lists
• Sequencing that connects each touch to the last

Funnel build

A working funnel was already in place, so the program started at the stages below.

Top of funnel

Search and AI answer engine visibility on contract lifecycle and obligation management topics, backed by continuous website content.

Middle of funnel

Category-specific gated assets, a maturity assessment tool and multi-touch ABM sequences.

Bottom of funnel

Qualified meetings handed to Aavenir's sales team, from inbound and outbound on the same accounts.

Most of the lift came from buyers finding Aavenir on their own.

• 90 to 95% of results came purely from inbound search and content.
• Qualified meetings went from single digits a month to tens a month.
• Inbound and account-based outreach now work the same target accounts.
• Aavenir is visible for contract lifecycle management and obligation management searches on Google and in AI answer engines.

Publish for the vocabulary before the category settles

When buyers are still learning what to call the problem, every variant of the search is an open door. Cover obligation management, obligation flow and the other fragments early and the traffic compounds.

Aim inbound and outbound at one account list

Running both motions against the same accounts means outreach lands on people who have already read your content, and inbound leads arrive from accounts sales already prioritised.

Give value before you ask for time

A maturity assessment gives a buyer a useful answer on their own terms. It qualifies them for you and makes the later meeting request feel earned.