$6.4M in pipeline. About $1.8M closed, with Stellantis as the marquee win.

IQLECT is a real-time analytics platform for processing and acting on streaming data. It is built by the team behind BangDB and serves use cases where decisions have to happen as data arrives, from connected vehicles to customer operations.

Its buyers are data engineering leaders and heads of engineering at enterprises that need faster ingestion and analysis than general-purpose tools provide.

A strong product with a founder-led pipeline

Revenue came from the founder's network and conference contacts. There was no channel producing demo requests on its own.

Technical buyers ignore marketing copy

Data engineers and engineering leaders evaluate on architecture, benchmarks and implementation detail. Earlier content attempts were too light to earn their attention.

Better-funded competitors owned the category searches

Larger analytics vendors dominated search results. IQLECT needed a way to show up in evaluations without outspending them.

Start from pipeline math

We worked backwards from revenue targets to the number of opportunities and qualified leads organic needed to deliver, then built the plan to reach them.

• Quarterly opportunity targets for organic
• Content mapped to buyer stage and search intent

Bottom-of-funnel keywords first

The first pages targeted comparison, alternative and pricing searches that people run when they are already evaluating, before broader awareness topics.

• Comparison and alternative pages
• Pricing and evaluation topics

Technical content for technical buyers

Benchmarks, architecture comparisons and implementation guides, written for engineers rather than marketers.

• Writers with engineering backgrounds
• Depth over volume

Answer engines and communities

We structured content so AI assistants could cite IQLECT, and contributed technical answers in developer communities where evaluations start.

• Structured data and FAQ targeting
• Genuine contributions in developer forums

Funnel build

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

Top of funnel

Technical content and community contributions that bring engineers to IQLECT.

Middle of funnel

Comparison, benchmark and implementation pages for teams in active evaluation.

Bottom of funnel

Demo requests and enterprise opportunities, tracked to the content that created them.

Organic turned into a pipeline channel that did not depend on the founder's calendar.

• $6.4M in qualified pipeline.
• About $1.8M closed.
• Stellantis as the marquee close, for an in-vehicle assistant and driver behaviour sensing.
• Enterprise opportunities from buyers who found IQLECT through search and technical content.

Write for evaluation before awareness

Comparison and alternative pages create pipeline early because the reader is already shopping. Build them first, then add awareness content that feeds them.

Hire writers who can talk to engineers

Technical buyers can tell within a paragraph whether the author understands the system. Engineering-literate writers are the difference between content that ranks and content that converts.

Organic compounds slowly, then quickly

Early months look unimpressive. Commit to the plan long enough for rankings, links and citations to build on each other.