Enterprise-level visibility for a platform that helps the world's leading brands make better decisions.

About Caliber

Caliber is a stakeholder intelligence platform trusted by leading global brands across 30+ markets. It helps organisations understand in real time how their most important audiences, including customers, employees, investors, and opinion leaders, think and feel about them.

The platform serves large, complex organisations where brand trust and reputation have direct business consequences. Its clients include names like Airbus, AstraZeneca, Novo Nordisk, and Pandora.

Selling to this audience requires credibility before the first conversation. Search is where that credibility starts.

The challenge

Enterprise B2B software is one of the hardest categories to win in search. The buying cycle is long. The decision-makers are senior. And the questions they ask before engaging a vendor are specific, substantive, and often answered in search engines or AI tools before a sales team ever gets involved.

Caliber faced three compounding challenges.

Low visibility for high-intent queries. The category of stakeholder intelligence is still being defined. The buyers who need Caliber are searching, but not always with the exact product name. Without visibility at the top of the funnel, qualified prospects were not finding their way in.

Content and structure not aligned to buyer intent. The platform’s depth and differentiation were not coming through in search. Pages existed, but they were not structured to answer the questions enterprise buyers ask when they are evaluating solutions.

GEO readiness. AI-powered search is changing how B2B buyers discover SaaS products. Caliber needed a strategy that worked not just for traditional search engines, but for the emerging layer of generative search and AI assistants where enterprise decision-makers increasingly start their research.

Without solving these problems, organic search would remain an underperforming channel relative to the quality of the product and the size of the market.

What we did

We started by mapping the buyer journey in search. Not what Caliber called its product, but what a head of communications, a Chief Reputation Officer, or an investor relations lead actually searches when they are looking for a solution like this.

SEO and GEO strategy aligned to the enterprise buyer. We built a framework around the questions, categories, and comparisons that senior decision-makers use at each stage of the buying process. The strategy covered traditional search and AI-driven discovery in parallel.

Keyword and content structure. We identified where Caliber had the authority to rank and where content gaps were leaving demand unaddressed. We defined a structure that matched user intent at every level, from awareness to active evaluation.

Technical SEO. We reviewed the site for performance, crawlability, and structural issues that were limiting reach. At enterprise scale, technical gaps have an outsized impact on visibility.

GEO optimization. We applied direct-answer formatting and named section architecture to key pages, making Caliber’s content more extractable by AI search systems. This is where the first enterprise-qualified lead came from.

International coverage. Caliber operates in 30+ markets. The strategy accounted for search behavior across key geographies without diluting the core message or creating content inconsistencies.

The outcome

The results came in two distinct ways.

Organic clicks grew from 3.7K to 4.78K in 3 months — a +28% increase — with 1.24M total impressions. That is compounding growth, driven by improved visibility across high-intent queries in the stakeholder intelligence and reputation management categories.

Key pages gaining traction: the homepage reached 1.22K clicks (+65%), the “Top Pharmaceutical Companies” page hit 1.04K clicks (+36%), and the About Us page surged to 163 clicks (+130%).

The first enterprise-qualified lead arrived in 2 months, sourced directly through AI Search. This confirmed that the GEO strategy was working, and that Caliber’s content was being surfaced and understood correctly by generative search systems.

For a B2B platform with a long sales cycle and a senior buying audience, an enterprise-qualified lead from organic search in 60 days is a meaningful outcome.