CASE STUDY · APPLICATION PERFORMANCE ENGINEERING FIRM
2.5x pipeline growth after rebuilding from a damaged agency engagement
An APM and observability firm coming out of a bad agency engagement. The messaging did not reflect the depth of the work, the link profile was damaged, and inbound was effectively zero. I rebuilt the organic foundation from the ground up.
4x
Organic traffic growth
Recovery
From a damaged agency engagement
Rebuilt
Organic foundation, ground up
THE SOLUTION
What I Did To Make a Difference
I started with a clean diagnostic of what the previous engagement had actually done, and where the real gaps were. The fix was not more tactics. It was rebuilding the organic foundation properly.
​
Then I rewrote the messaging around the right technical buyer and rebuilt the content and link foundation to match the technical credibility of the product.
01
Diagnostic of the previous engagement
What was salvageable, what needed rebuilding, and where the link profile had been damaged.
02
Messaging rebuilt around the technical buyer
CTOs, Heads of Engineering, and observability owners, with positioning that matched the depth of the offering.
03
Organic foundation rebuilt
Structured content, on-page SEO, and clean link building targeting APM and observability publications.
04
A repeatable approach
A diagnostic framework the team can keep running for future channel decisions.
THE BUSINESS OUTCOME
Results
A near-zero baseline became a real inbound source feeding the sales motion.
2.5x
Pipeline growth
4x
Organic traffic growth
Recovery
From a damaged agency engagement
Rebuilt
Organic foundation, ground up
INDUSTRY
APM, observability services
STAGE
Post-agency reset, inbound near zero
ENGAGEMENT
Diagnostic, positioning, organic foundation
MY ROLE
Fractional CMO
THE CHALLENGE
The Challenge
A specialist firm in application performance engineering and observability, deep technical work for enterprise clients.
Coming out of a bad agency engagement, the marketing foundation was in worse shape than when they started.
The messaging did not reflect the depth of the work, the link profile had taken damage, and inbound was effectively zero.
The product was strong. The marketing layer underneath it was broken.
01
A negative baseline
A bad agency engagement left the foundation worse than no engagement at all.
02
Messaging that hid the depth
The positioning did not reflect the technical strength of the work.
03
Damaged link profile
The organic foundation needed rebuilding, not patching.