Tome is an AI assistant for sales. "Trained on your playbook and CRM data, Tome can identify strategic initiatives and key decision makers to help you break into large accounts with a message that resonates."
When Tome came to 97th Floor they were getting the majority of their traffic from users signing up for the free version of their product. They needed a strategic partner to help them increase overall business revenue and increase the number of users that were signing up for the paid premium version of their tool.
To reach Tome's goals, we wanted to focus on creating content that would attract paid customers. Through our conversations with the client, we knew that sales and marketers were two of the main audiences that would likely be paying for the premium version. Creating customer journey maps enabled us to identify the types of questions this audience would be asking that would lead them to Tome.
We then used these insights as we were crafting our SEO strategy and doing our keyword research to go after keywords related to those audiences needs. We prioritized optimizing templates that were relevant to these audiences (case study templates, marketing plan templates, ai presentations, etc.) to help us get in front of these users and help Tome start to quickly grow their organic traffic.
67% increase in average organic traffic in the US
234% increase in ranking keywords in the US
212% increase in keywords ranking in positions 1-3 in the US
Ascend.io provides an automated platform to manage data engineering & analytics workloads 10X faster by combining data ingestion, transformation, delivery, orchestration, and observability into a single platform.
Because their product is so technical and so niche, Ascend was a relatively unknown company. In fact, Ascend’s product is so unique that the company doesn’t have any direct competitors that do exactly what they do.
Desperate for leads, Ascend made a common B2B mistake—focusing only on the bottom of the funnel and their ads were performing poorly.
We got to work building out consumer personas based on Ascend’s audience knowledge and our own proprietary research and built out a Customer Journey Map for Ascend’s most valuable personas. We knew who our audience was, where they were spending their time, what questions they were asking, and what touchpoints to provide them.
Our strategy then unfolded in three parts: taking a full-funnel approach to existing platforms (LinkedIn & Google), launching on new platforms (Reddit, Twitter, and Terminus), and continually refreshing ad campaigns. Across all channels, we expanded the campaign objectives to include lead generation, website conversions, and website visits with a mix of ad formats, including single image, conversation ads, and document ads.
Leveraging content downloads, an increased focus on awareness, impressions and traffic from LinkedIn ads increased conversion metrics for each persona at every stage of the funnel.
Every measurable metric, including the most important metric of demo requests, skyrocketed thanks Ascend’s increased visibility across multiple channels and multiple stages of the funnel.
Alteryx is a data preparation platform that empowers organizations to efficiently clean, structure, and enrich their data for analytics and business intelligence. With a focus on user-friendly data wrangling and collaboration, Alteryx accelerates the data preparation process, enabling teams to drive informed decision-making.
Alteryx came to 97th Floor after initially partnering with an agency to boost organic results but left with nothing to show. After talking with 97th Floor, Alteryx believed that our expertise and strategy would get them where they wanted to be.
To kick off its SEO strategy, 97th Floor focused on creating new content and enhancing existing content. Because of Alteryx trust in 97th Floor's expertise, they immediately removed any unnecessary roadblocks that could have slowed the SEO process. This proactive approach guaranteed a seamless and efficient implementation of their SEO efforts.
In just 1 month, 12 new content pieces were published as well as and scores of on-page optimizations. This led to astounding results within the first quarter, an anomaly in the SEO world—a 44% YoY increase in organic sessions.
Ilumio is a cybersecurity company known for its micro-segmentation solutions, offering network security against cyber threats. Their innovative technology helps organizations effectively secure their network infrastructure.
When ilumio came to 97th Floor, they ranking for less than 4,000 total keywords with only 264 of those keywords holding a first-page ranking. Addressing this limitation became a primary focus to enhance Illumio's online visibility and reach.
Audits identified keyword cannibalization issues on Illumio's site. 97th Floor's top priority was eliminating these competing pages to enhance organic traffic.
The next step involved optimizing pages targeting keywords with strong baseline rankings and high search volume. Additional audits and keyword research informed content re-optimization, internal linking, and site structure changes.
After only one year of working together, Illumio was ranking for 9,671 total keywords, with 812 keywords on the first page.
A prominent player in the residential solar industry, Vivint Solar specializes in eco-friendly solutions to deliver sustainable and cost-effective energy to homeowners.
Faced with the challenge of new market competitors, Vivint Solar came to 97th Floor to expand its reach, increase non-branded traffic, and regain market share using digital strategies that could evolve and compound over time.
Our strategy involved a multifaceted approach to enhance their online presence. We focused on targeting intent-based keywords in our blog content and site optimizations to increase non-branded traffic.
Recognizing Vivint Solar's national reach, we implemented local SEO strategies to drive organic inquiries in various locales. A crucial part of our approach was a robust link-building campaign, ensuring the newly created content ranked effectively for the targeted keywords. Our strategy encompassed:
After launching, Vivint Solar's non-branded organic traffic grew from 5% to a third of all visitors. This change, along with a 40% annual increase in overall organic traffic, significantly enhanced revenue, contributing to a marked increase in recurring revenue.
Altro helps users build credit and financial power through recurring payments and subscriptions. Altro, symbolizing "other," aims to reshape the world by democratizing financial knowledge and resources. It confronts traditional financial power dynamics, ensuring inclusivity across diverse backgrounds.
While Altro had made significant strides in the financial empowerment space, they saw an opportunity for further growth in boosting brand awareness and acquiring more app downloads. They partnered with us at 97th Floor to refine and elevate their organic strategies and paid advertising channels.
We embarked on User Experience Research (UXR) to pinpoint where Altro's communication strategy lagged behind its competitors. This research revealed that our paid ads were attracting high Click-Through Rates (CTRs), but these weren't converting into desired user actions. To address this, we implemented two key strategies:
Following the "How It Works" page launch, we observed a 72.73% rise in engagement rate and an average session time of 1m 11s. In the three months after introducing the blog, user views increased by 22.74%, engagement time by 17.38%, and event counts by 16.13%.
"97th Floor brings a lot of good ideas on how to refine what we’re doing." – Erick Frierberg, Chief Marketing Officer
Solo.io is an Application Networking Platform enabling companies to take the next step in their cloud journey.
When Solo.io came to 97th Floor we established that they were missing out on impressions due to budget constraints and outdated geo-targeting, so they doubled their Google spend. This move enhanced their brand visibility, a key performance indicator.
Their prime objective, however, remained boosting Marketing Qualified Leads (MQLs) where a lack of mid-funnel strategies in Solo.io’s existing campaigns hindered their conversion efficacy.
Using in-depth persona research, we developed and pitched a full-funnel LinkedIn campaign that would target personas for Solo’s two main products: Legacy API Gateway and Gloo Mesh.
The campaign included newly designed and written ads at the awareness, interest and conversion stage to meet Solo’s market where they are and move them through the funnel.
Solo.io would deem the campaign successful if we achieved a Cost Per Lead Under $200.
In just 4 months, the LinkedIn campaign generated 246 leads at a cost of $141/lead. This is a 26% increase in total leads and a 29% decrease in total cost per lead for Solo.
Gigamon is an analytics network vendor providing hybrid cloud infrastructure, security, and observability solutions for the world’s most demanding enterprises.
Gigamon was doing everything right in pursuit of first-page rankings for their industry's coveted keyword - "network security" - but they weren’t seeing any progress.
A top-10 spot for this keyword would give Gigamon serious edge.
When 97th Floor stepped in, we decided to optimize Gigamon's focus page for a lower-volume keyword.
Page and domain-level reports as well as semantic and technical SERP analysis alerted our team that a series of small optimizations in a holistic SEO strategy could be the counter-intuitive solution to ranking for "network security.”
We strategically switched our focus to the keyword “network security tools,” which gets searched just 600 times each month.
Our targeted optimizations quickly propelled Gigamon to the front page for "network security tools" within a month, and to the top position the following month. Concurrently, we secured 40 new domain links in a single month.
Our dual approach effectively boosted Gigamon's SERP standing. Remarkably, the very next month we secured the 5th spot for "network security", the ultimate goal.
This strategy led to a significant 94% increase in sessions for Gigamon. Today, this page continues to attract more organic traffic than any other on their site, playing a pivotal role in their impressive 50% year-over-year increase in organic traffic.
"If you need somebody to be dependable like they're internal and to really care about the outcomes of your marketing programs, then 97th Floor is a great partner." – Kate Evetts, Director of Digital Marketing at Chronosphere
Chronosphere is a SaaS-based, cloud-native monitoring solution for enterprise businesses. Chronosphere’s platform gives companies the ability to remediate issues faster with real-time insight while getting data growth under control.
When Chronosphere came to 97th Floor, their strategy was hyper-focused on target accounts and driving awareness. They had a lot of traffic but were not generating many leads. They partnered with 97th Floor to increase brand awareness, drive more traffic to their site, and most importantly, increase their number of demo requests—all at a lower cost per demo.
When we caught wind of major industry events on the horizon, we immediately saw a golden opportunity to spotlight Chronosphere to an engaged audience. With key events unfolding in New York City and Detroit, we zeroed in on a strategy that would ensure Chronosphere couldn't be missed.
Our move? We went big with out-of-home advertising, choosing the in-airport TV network ReachTV for our canvas. Timing was everything, so we aired our ads right when flights were buzzing in and out of the event cities—capturing attention before and after each event. But we didn't stop there. We made sure Chronosphere was the talk of the town, with our ads riding high on taxi tops, ferrying attendees through the hustle and bustle of the city streets. This wasn't just advertising; it was about making a statement where it mattered most.
Our out-of-home (OOH) ad campaign for Chronosphere significantly boosted engagement: US site traffic increased by 46%, with a standout 743% rise in Detroit and an 18% uptick in NYC. Impressions for “what is Chronosphere” jumped by 81%, while the “Chronosphere vs Datadog” comparison saw clicks and CTR surge by 400% and 381%, respectively.
Algorithmia offers software for building and deploying machine learning models.
Despite efforts on multiple advertising and organic channels, Algorithmia struggled to know where to invest growth resources in a way that would grow the business. After a few months of working together, 97th Floor knew which channels could reach Algorithmia’s highly technical target audience—an audience that despises ads.
Algorithmia needed strategic ads to break through the noise and connect with their skeptical audience.
To start, 97th Floor teams dove into forums, social media groups and websites where key personas spent their time online. This in-depth persona research led to the “We Get You” campaign.
Campaign messaging expressed an understanding of the audiences’ jobs, pain points, and humor. The ads leaned into their audience’s ad aversion by providing a solution—clearing up both literal and figurative “clutter.” Instead of creating generic whitepaper ads, these ads provided actionable information we knew Algorithmia’s audience cared about.
Using our new robust consumer personas and multi-service, multi-expertise approach involving content creation, advertising, design, and revenue operations, 97th Floor launched an ad strategy that broke through cluttered social media feeds and connected with Algorithmia’s audience. Algorithmia’s growth soon led them to be acquired by DataRobot.
