Narrow to win: How Modeso built predictable enterprise inbound in Switzerland
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Modeso is a Swiss full-cycle software engineering company, headquartered in Zurich, with local leadership and product ownership on the ground. The majority of the company's clients are enterprises operating in regulated industries — finance and insurance — including TWINT, Würth, and Visana.
As a Swiss company with Swiss leadership and quality standards, Modeso understood the market from the inside. They spoke the language, knew the expectations, and delivered at the level enterprises require.
But understanding a market and dominating it are two different things. Local presence gave them credibility. It didn’t give them scalable visibility.
That’s when they partnered with Zmist & Copy, and we started building the visibility engine to match the quality of their work.
When we first met Modeso, the company was exploring the possibility of using content marketing to strengthen its online presence and generate more predictable leads.
Several challenges stood in the way:
Leads existed but they weren’t scalable
Most opportunities came through the founders’ network and personal relationships. Referrals worked, but there was no predictable inbound engine driving consistent demand.
Undifferentiated positioning
Modeso positioned itself broadly as a software development company, competing on a global stage without a sharply defined niche, vertical focus, or differentiators.
Content that didn’t build enterprise authority
There was a website. There were service pages. A few blog posts had been published.
What was missing was a strategic content system, one built around enterprise decision cycles, trust-building, and long sales processes.
We started with a deep discovery phase. Together, we clarified Modeso’s target audience, analyzed the Swiss market landscape, and identified a sharper focus on enterprise clients, particularly in finance.
To move from assumptions to evidence, Modeso commissioned an original research report. Nearly 200 enterprise leaders across Switzerland were surveyed to better understand how they approach software development:
The insights were revealing. Swiss enterprises don’t simply choose the cheapest vendor.
Fintech is one of the strongest and most competitive software markets in Switzerland. And companies don’t “buy into Google results,” they validate vendors through deeper research, trust signals, and proof of expertise.
The report became a strategic asset. We used it to refine the ICP, sharpen messaging, and build a follow-up content system rooted in proprietary data.
We began publishing industry-driven content supported by light SEO (with minimal investment). It started ranking. But MQLs didn’t appear immediately. The first year didn’t look impressive. As a result, Modeso decided to pause content activities.
And that’s when something important happened. Even without new publications, pages continued attracting traffic, and started generating monthly leads.
Five months later, Modeso returned. The lag between publishing and pipeline had closed. The system was quietly compounding.
With proof that inbound worked, we made a decision to simplify and narrow the strategy.
With proof that inbound worked, we made a decision to narrow our strategy, simplify it even:
We began building authority around full-cycle development as a strategic capability, fintech software development with a local Swiss partner, proprietary survey-based insights, enterprise-grade delivery and risk mitigation. Modeso started owning this defined space.
We made it easy for both decision-makers and algorithmic engines (AI/LLMs) to:
Focus → Clear ICP → Authority around core themes → Stronger search and AI visibility → Higher-trust inbound leads.
Brand traffic increased by 42%, with more decision-makers actively searching for Modeso by name, which is a strong signal of growing authority. AI tools began citing the company, reaching a 26% visibility score, the highest among competitors. Although full-cycle keywords temporarily dropped during the pause in content production, we recovered rankings within two months. Modeso now ranks in both Switzerland and the US and generates a stable 3-4 enterprise leads per month from the Swiss market.
Switzerland rewards credibility, so 100 shallow fintech blogs won't work. You need deep expertise within a specific industry, grounded in local context, reinforced by authority-driven content that builds category ownership.
And when positioning aligns with the economic logic of the country, growth starts becoming predictable.
You can team up with us to define your positioning, build a content strategy and operations, or create copy and content. We want your audience to not just notice you but to actively seek you out, waiting to hear what you have to say next.
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