How a B2B Software Company Generated 40 Million in Pipeline From One White Paper

Content Marketing with Fexingo: Blogs, Videos, and Long-Form Content That Converts · Jun 12, 2026 · 8m · transcript

In this episode, Lucas and Luna dissect how a mid-market B2B SaaS company, Vena Solutions, generated $40 million in pipeline from a single white paper. They walk through the strategy: targeting a specific regulatory pain point (IFRS 17 compliance), collaborating with a respected third party (Deloitte), and distributing the asset through a targeted LinkedIn and email campaign. The hosts break down the metrics—downloads, lead quality, conversion rate—and discuss why long-form, authoritative content works so well for complex B2B sales. They also touch on the importance of timing, topic…