B2B MarTech Platform for SEO Link-Building Automation
Our client needed one platform where SEO teams can find, compare and order link placements from many marketplaces, while the business runs orders, outreach, support and tasks in its own system instead of a patchwork of SaaS subscriptions.
Wetelo designed and developed a custom B2B MarTech platform that aggregates publisher offers from multiple link-building marketplaces into a single searchable catalog. Clients compare prices, filter by SEO metrics and order placements, then follow every order in their account. Behind the scenes, we replaced a set of third-party SaaS tools with an integrated back office for orders, publisher outreach, helpdesk and task management.
A US-based MarTech startup that helps SEO teams buy backlinks more efficiently
Our client is a US-based MarTech startup that helps SEO agencies, link builders and digital PR teams buy backlinks more efficiently.
The same publisher websites are sold on dozens of marketplaces, often at very different prices. The client's idea was to collect all of these offers in one place, so that a link builder could compare, choose and order without opening ten tabs. The first MVP proved the idea quickly and attracted its first paying users.
As demand grew, the team needed to turn the MVP into a stable product that could scale with the business. At the same time, the internal tool stack (task tracker, outreach tool, helpdesk, order tracking) was becoming a bottleneck: each service covered only part of the need, and the processes had to be adapted to the tools rather than the other way around.
Revenue lost to operational blind spots
Five recurring problems, each one traceable to the same root cause: no single source of truth linking the physical harbour to the commercial agreements running on it.
Scattered data across marketplaces
A zoo of SaaS tools
Manual order processing
Paying for features the business did not need
Scaling the MVP
Turning an MVP into a clear product scope
During discovery, Wetelo reviewed the existing MVP, the SaaS tools in use and the way the team and customers worked with them. The goal was to keep what already created value, and to decide which tools the business should own instead of rent.
Product and data
- —Sources of publisher offers and how often prices and SEO metrics change
- —Data model for sites, offers, marketplaces and metrics
- —Search, filtering and relevance logic for different customer types
Customer workflows
- —Journey from finding a site to a published link
- —Order statuses visible to the customer
- —Subscription plans and usage limits for different segments
Back-office workflows
- —Order handling from request to publication
- —Communication with publishers: templates, follow-ups, history
- —Customer support requests and internal tasks
SaaS audit
- —Which features of each external tool the team actually used
- —Where processes were forced to fit the tool
- —Which tools to replace first, based on cost, friction and integration needs
Delivered in five phases, from MVP foundation to growth modules
Foundation and Catalog
Phase 1Customer Accounts and Subscriptions
Phase 2Order Management
Phase 3Built-in Outreach, Helpdesk and Tasks
Phase 4Browser Extension and Growth Modules
Phase 5Key Features Delivered
Unified Site Catalog
Hundreds of thousands of offers live in one place, with prices and SEO metrics updated regularly, so nobody compares marketplaces by hand.
Search and Filtering
Customers find the right site in minutes by price, metrics, topic and source.
Relevant Site Suggestions
The platform proposes sites that fit the client's topic, which shortens campaign planning and improves link quality.
In-house Order Management
The full cycle from request to publication runs in one system, and customers see the current status in their account without asking support.
Built-in Publisher Outreach
Templates, follow-ups and correspondence history sit inside the order card, replacing a separate email-campaign service and keeping context in one place.
Built-in Helpdesk
Customer requests are linked to the customer's orders and data, so support answers faster with full context.
Built-in Task Management
The team plans work in a tool shaped around its own process, connected directly to orders and requests.
Subscriptions and Flexible Plans
Different client types get different plans and limits, and the business can launch a new tariff without waiting for a vendor.
Browser Extension
Platform data appears right on the website the user is reviewing, which speeds up the decision to buy.
Single Source of Truth
Orders, customers, publishers, tasks and support live in one system, which removes data silos and endless integrations.
From rented SaaS tools to a business system the company owns
The platform was built as one web application with a shared data layer and a modular back office. The key decision was not only what to build, but what to stop renting.
Before · rented tools, separate data
separate data · fragile integrations · pricing grows with users
After · one platform, one database
Why custom instead of more subscriptions
- →The business needed only a fraction of the features that off-the-shelf tools offered.
- →The features it did need rarely matched its workflow, so the team had to customize, work around or adapt its processes.
- →Separate tools meant separate data and fragile integrations between them.
- →Vendor pricing tiers grew with the number of users, not with the value received.
Key technical principles
- →One platform and one database for customers, orders, publishers, support and tasks
- →Modular architecture, so each next module reuses the existing foundation
- →Scheduled data collection and refresh for the catalog
- →Role-based access for customers and the internal team
- →Transactional email support for notifications and outreach
- →API-ready structure for new marketplaces, payment providers and AI services
- →AI-assisted development and support, so fixes and new features take hours instead of waiting on a vendor roadmap
What changed in daily work
- →The system supports the team's process instead of defining it.
- →Small improvements ship in hours, not quarters.
- →Every replaced tool makes the next replacement easier, because the foundation grows with each module.
- →Cost savings are expected to be most visible over time, as subscription fees no longer scale with the team and customer base.
From a tool zoo to one business operating system
less time on price comparison
A unified catalog replaces hours of manual comparison across marketplaces.
faster order processing
Orders, outreach and publisher communication run in one place, with fewer manual updates.
fewer "where is my order?" requests
Customers see the current status of every order in their account.
SaaS tools replaced
Tasks, outreach, helpdesk and order tracking moved into the platform.
Figures are approximate estimates based on the manual workflows and tools the platform replaced.
Hours instead of weeks for new features
Process changes and small features ship as soon as the team needs them.
More scalable growth
Subscriptions, flexible plans and a modular foundation support more customers and new modules without extra tool costs.
The result
The client now runs a MarTech platform where SEO teams find, compare and order link placements in one place, while the internal team manages orders, outreach, support and tasks in a single system built around its own process, not around the limits of third-party tools.
Need to replace a patchwork of SaaS tools with a system built around your process?
Let's build a custom B2B platform that automates your operations, keeps your data in one place and grows with your business.
Frequently Asked Questions
What is a B2B MarTech platform?
A B2B MarTech platform is software that businesses use to plan, run or measure marketing activities. This one supports SEO and link building: it helps agencies and in-house teams find, compare and order placements from many marketplaces.
What is a marketplace aggregator?
A marketplace aggregator collects offers from many sellers or marketplaces into one catalog, so buyers can search, compare and purchase without visiting each source separately.
When does it make sense to replace SaaS tools with a custom system?
When the business uses only a small part of a tool's features, has to adapt its processes to the tool, or struggles with integrations between several services. Cost matters too, but the main gain is flexibility and a single source of truth.
Can an MVP be evolved into a full platform?
Yes. We start by stabilizing the MVP, then add modules in phases, such as accounts, subscriptions, order management and back-office tools, based on business value.
How much does a custom B2B platform cost?
It depends on the number of modules, user roles, integrations and automation level. Most projects start with discovery, where we define the scope, architecture and a realistic roadmap.
