SaaS B2B Knowledge Base: From Inconsistent to 20 Leads Per Month

The Client

KPSOL (Knowledge Powered Solutions) is a UK-based SaaS provider specialising in knowledge management software for enterprise and mid-market organisations. Their flagship product, Universal Knowledge, enables customer service teams, operations departments, and compliance-led organisations to capture, store, and retrieve critical knowledge with ease.

KPSOL’s clients span customer contact centres, public sector organisations, and global enterprises all with a shared need to reduce wasted time, improve onboarding, and retain knowledge that otherwise disappears when staff move on. The company operates with a lean team of seven employees, supported by one in-house marketing resource.

The Challenge

KPSOL had already worked with three different agencies on cold email outreach without generating sustainable, high-quality results. Despite having a strong product and clear market need, they were running out of ideas to promote the business and generate leads.

With a small, time-stretched team, they knew they needed to invest in marketing but only in channels that would produce measurable ROI. The senior team wanted proof before committing further spend. They needed a clear, evidence-based strategy and a competitor audit to show exactly how and where their competitors were winning.

Our Solution: Competitor Marketing Audit

Switch Jam conducted an in-depth competitor marketing audit focusing on two major players in the SaaS knowledge base space: Document360 and Bloomfire.
We analysed activity across LinkedIn Ads, Meta Ads, SEO, content marketing, email newsletters, lead magnets, and website conversion funnels. The findings were clear:

• Both competitors were investing heavily in LinkedIn Ads, an estimated £50–80k/month targeting the same decision-maker profiles as KPSOL.
• Their campaigns showed sharper, more specific messaging and strong alignment between ad copy, creative, and landing pages.
• The longest-running ads revealed the most effective hooks, pain points, and formats for engagement.
• SEO and Meta Ads played supporting roles but were not the primary demand generation drivers.

Before the audit, there were internal debates over whether to focus budget on SEO, Facebook Ads, LinkedIn organic posting, or email marketing. With limited budget, KPSOL could not afford to guess. Our audit removed that uncertainty and made a compelling case to focus resources on a LinkedIn-led strategy, using precision targeting and a clear value hook.

The Strategy

Given the budget constraints, going head-to-head with competitors on spend wasn’t feasible. Instead, we played smarter by segmenting KPSOL’s ideal customers into high-priority verticals and running targeted campaigns prior to LinkedIn Outreach. We chose two distinct ICP segments :

• Customer Service Leaders
• Operations Directors

Step 1: LinkedIn Ads to Pre-Warm Prospects

We built multiple prospects lists containing circa 2,500 ICP contacts. We uploaded each to LinkedIn and built custom audiences. This gave us the capacity to run highly targeted ad campaigns for 14+ days pre-warming audiences prior to starting LinkedIn outreach.

Awareness & Engagement (Pre-Warm):

• 10 Text Ads – Chosen for their extremely low CPM on LinkedIn, allowing us to saturate our target list with repeated brand exposure at minimal cost. Text ads aren’t visually heavy but are highly efficient for frequency and recall.
• 6 Single-Image Ads – Used to add visual impact and reinforce key pain points. These were designed for thumb-stopping clarity, so even without a click, the message landed. The goal was mental availability, making KPSOL the familiar name when prospects later received a connection request or message.

Retargeting:

• A separate campaign served ads to anyone who visited the KPSOL website, Scorecard landing page, or LinkedIn company profile. This ensured that anyone who had already shown interest saw consistent bottom of funnel messaging and reminders to prompt conversion.

Messaging Approach:

We created separate creative sets for each persona so the pain points were crystal clear:

• Customer Service Leaders: Focused on Call Centre KPIs (first-contact resolution, handle time, customer satisfaction) and risk mitigation (compliance failures, outdated information costing millions).
• Operations Department Heads: Focused on productivity gains (recovering up to 25% of employee time) and knowledge continuity (reducing knowledge loss when experienced staff leave).

This two-pronged creative strategy meant that before we ever messaged a prospect, they had already seen KPSOL’s brand, understood the problem we solve, and mentally connected us with their business challenges.

Step 2: LinkedIn Outreach

Once warmed with 14 days of LinkedIn Ads, prospects received value-led LinkedIn DMs, approximately 1,600 messages/month offering a 1-minute Productivity Self-Assessment Scorecard. The message positioned KPSOL as a helpful advisor, not just a vendor.

Our LinkedIn DM campaign was concise and 100% value led. No pitching, no book-a-call, just an opportunity for prospects to go to the scorecard and self diagnose their departments productivity.