Almost cut our content agency at month 9. Sharing what month 18 looks like, ~50-person B2B SaaS.
Wanted to share this for anyone sitting in the month-9 valley right now, because I was there not that long ago and I know how rough it gets.
Quick context on me. I run marketing at a 50-person B2B SaaS, roughly $5M ARR. I hired a content agency 14 months ago, BOFU-focused, interview-led model, low five-figure monthly retainer.
By month 6 we had 8 articles published and zero demos I could attribute to organic. Month 9 was the cliff for me. My CFO floated cutting it, and honestly, half my marketing-lead peer group had already pulled the plug on theirs. I made the case to hold one more quarter and I'll be real with you, I wasn't sure I was right.
Here's what I underestimated: the BOFU ramp is brutally slow. Articles we published in months 1-3 didn't start ranking until month 8-10. The ones from months 4-6 didn't rank until months 11-14. None of that shows up in your dashboard until the second half of year one, so if you're staring at month 9 numbers and panicking, you're basically looking at a snapshot that's structurally incomplete.
By month 14 I was seeing 2-3 demos a month from organic. Month 18 it's 3-5 and still trending up. Blended CAC is roughly half what I'm paying on Google Ads. The thing that surprised me most: it's a handful of articles from months 2-5 doing almost all the work. Not the breadth, not the volume, just a few that hit.
Curious who else here stuck past month 9 and what your inflection point looked like. And honestly, if you cut yours and regretted it later, I'd love to hear that story too.