Business buyers of software now do much of their homework before any salesperson gets involved. They search, skim comparison pages and read reviews, which makes organic visibility a real growth channel for SaaS companies. What is missing is practitioner-level evidence on how content, site health, external authority and analytics fit together in day-to-day work. This paper is an exploratory, practice-based case study built on a six-month on-the-job training placement (9 March to 10 September 2026) in the digital marketing team at Celoxis Technologies Pvt. Ltd., Pune, which sells project portfolio management software, and on its test management product, Tuskr. I looked at four linked streams of work as one growth system: on-page SEO and content, off-page SEO and social visibility, technical SEO with keyword and competitor research, and reporting in Google Analytics 4 (GA4) and Google Search Console (GSC). The evidence comes from site crawls, keyword and ranking tools, observation of search results, analytics platforms and content management records, not from a respondent survey. Four patterns stood out. Search intent guided planning better than keyword volume. Comparison and industry pages needed more fact-checking and original material than ordinary blog posts. Audit output only helped once it had been checked and ranked by priority. And off-page work lasted longer when it followed relevance rather than volume. The paper closes with recommendations on topic clusters, scheduled content refreshes, regular technical audits, joined-up GA4 and GSC reporting, evidence standards for comparison content and relevance-led authority building.

Keywords: B2B SaaS Marketing, Search Engine Optimisation, Content Marketing, Search Intent, Technical SEO, Web Analytics, Google Search Console, Digital Marketing