Scaling a B2B AI Assessment Platform in the US Higher Education Sector
About the Client
A US-based B2B SaaS platform using AI and computer vision to deliver high-integrity remote proctoring and academic assessment analytics for universities and professional certification bodies.
Challenges
Revenue stagnation at $2.2M with complete dependency on referrals.
Minimal digital presence with only 1,200 monthly website visitors.
Poor lead quality from early paid ad experiments.
No brand authority or thought leadership in the US B2B EdTech market.
Our Solution
Approach
We executed an 18-month digital growth strategy focused on ICP-led positioning, SEO-driven authority building, and demand generation for high-quality enterprise leads.
Process
Defined deep ICPs including university provosts, deans, and corporate L&D heads.
Rebuilt site architecture and SEO for technical EdTech keywords.
Created case studies and thought leadership assets for digital PR.
Expanded into new B2B EdTech verticals and industries.
Optimized marketing-to-sales funnel for qualified demo requests.
Built authority through accelerator participation and industry recognition.
Key Takeaway
Authority-led organic growth combined with ICP clarity can outperform paid-led acquisition in complex B2B SaaS markets.
