Kieran Flanagan的动态

HubSpot lost 80% of its organic traffic—here’s what we can learn My TLDR: AI is reshaping search—don’t just optimize for blue links; focus on efficient payback, LTV:CAC influential channels. Thanks Kieran for sharing Note to self: This post reshared content from other pages. I’ll use this meta tag “jcshare” for future data analysis

Good to see clarity on the HubSpot organic traffic story. The data is interesting but regardless of the traffic impact I'd always advocate for staying in your company's lane and ownable space with the topics you publish on. This allows you to not just build brand awareness but brand association with your audience. You need to continuously remind your audience not just of brand but also what you're great and what problem you help them solve at so when they are in market for your product/service they search for you and you're in the top 3 vendors they look at. Apart from that you need a multi-channel strategy. Over-reliance on any one tactic or channel is such a big risk and it's clear this doesn't just apply to social.

Pay attention. Made a post about this earlier this week. Too many of you are focused on metrics that quite literally have nothing to do with the performance of the company. I could care less about the total number of website visitor growth/decline if my business is growing top line and is profitable. That is the point of marketing. That is the goal of running a business. Happy to hear Kieran Flanagan clear this up and give the inside truth. We should learn from him about diversification and not getting hung up on one strategy or channel in a vacuum. #hubspot #seo #endrant

HubSpot customers: SEO is changing. This post from Kieran Flanagan who runs all digital marketing and demand at for us is worth a read. TL;DR: 1) Diversify away from search --> social + video (esp YouTube) 2) Focus your search efforts on attracting high fit, high intent leads 3) AI is a risk, but actually a bigger opportunity

Marketing in the AI world + Metrics that matter + Meet ICP where it is ?? Fun to see this coming to a point after the whole Artificial Intelligence MArketing (AIMA) project I ran in 2017-2019!! We were truly forecasting the wave back then. And this wasn’t even what we had in mind yet—a point were content wasn’t relevant anymore because totally commoditized, so custom work (ie optimizing for AI searches) and communities are at the core of companies’ strategies. #Marketing #Metrics #Data #Growth #AIMarketing

I'm shocked when I hear SaaS founders telling me that content is not a high priority for them right now. I interpret this as saying... "We don't see the need to waste time creating educational content for our customers and prospects. They should already trust us and figure out how to use our product on their own if they're serious about solving their problem." Yikes! The days of launching 100 features per week, doing black hat SEO hacks, attending trade shows and spending all of your funding on Google ads are over. The SaaS startups that will take over their sector will be established brands in the social realm. This is why no one has yet to beat HubSpot as a CRM. They push 3-4 YouTube videos across 2 channels per week and generate over 640,000 views per month combined. If you had an average CPM cost of $30 to $50 it would require that you spend $19k to $32k per month to reach the same audience HubSpot reaches for FREE! This doesn't even account for all the other channels they push content on organically such as LinkedIn, Twitter, TikTok, IG, etc. No wonder they're on top! If you want to win your market in 2025 you need to develop a video content strategy that can be distributed across YouTube, LinkedIn and Twitter. Every year that passes you're enabling a competitor to implement this and take a percentage of your market share. Customers don't buy from brands because of their endless features or fancy high-budget commercials. They buy from brands that they engage with, learn from and share with others.

Using Cohort Analysis to measure Organic Performance ? ?? Cohort Analysis is a great view to measure outcome metrics like Customer Conversions, Churn Rate, ARR, NRR but it can also be used to measure the performance of your organic content ?? . What is a Cohort Analysis? Cohort Analysis a 2x2 grid that measures behavioural trends for a cohort over a time frame. For example a growing SaaS company might want to analyze ARR trends of the customers converted on a monthly basis. The vertical axis will have the customers acquired per month (cohort) while the horizontal axis will have the total ARR per month of customers. The ARR Cohort helps you understand how the acquired customers in a month are contributing the overall ARR and your org growth. Similarly when creating organic content, your cohort analysis helps you understand the performance of your content launch over a period of time. The Content Cohort will have # content pieces launched on the vertical axis, and trends of performance metrics on the horizontal axis. These performance metrics can be the traffic, website conversion, Lead generation etc. A Content Content helps in building visibility on multiple aspects -: ? Seasonality -: Best vs Worst performing months ? Relevance -: Which content cohort picked up in performance and when ? Velocity - Monthly / weekly generation of content With a lot of stress on organic growth, Content Cohort can be a great source to generate insights on which content is resonating with your ICP and how much time it takes for your content to uplift. Hope this helps ! ??

Is SEO Still Relevant for B2B Companies? Marketers frequently ponder whether SEO still holds value for B2B or if it's just an outdated tactic. Let's see what has truly changed ?? Old Media Days: Simplicity in Consumption Remember when families gathered around the TV or radio, consuming everything that was broadcasted? The media landscape was straightforward—TV and radio were the primary channels for delivering content, and people consumed every single commercial that aired. Enter Google: The Era of Search-Based Learning Then came Google, revolutionizing the way we access information. Google became the go-to platform for everything—from learning new things to finding products and services. It was the ultimate source for discovery, learning, and purchasing decisions. Shift: From Google to Curated Content Today, we no longer rely solely on Google to learn or discover new information. We turn to newsletters, LinkedIn feeds, podcasts, and YouTube channels curated by thought leaders and subject matter experts in our industries. These platforms provide us with the best content, tailored to our needs, and we invest time in consuming it because we value the insights they offer. New Reality: Social Media, Communities, and Podcasts The focus has shifted from relying heavily on Google for brand awareness and top-of-the-funnel activities to engaging with audiences on social media, within small communities, and through podcasts. These platforms have become the new battlegrounds for educating and nurturing potential buyers. Role of SEO Today: Middle and Bottom of the Funnel SEO still plays a crucial role, but its function has evolved. It's no longer about driving awareness at the top of the funnel. Instead, SEO is now more effective in the middle and bottom of the funnel stages, where buyers are already educated and in the research phase. They use Google to compare companies and make informed decisions, but by this point, they are already in buying mode. Marketing's New Mandate: Facilitating the Buyer’s Journey Marketing's task is to facilitate the buyer’s journey by providing value at every stage. We must create an advantage and differentiate our brands by educating potential buyers in the spaces they trust—social media, podcasts, and online communities. The goal is to ensure that by the time prospects reach out to sales, they are ready to buy, having already made up their minds. Conclusion: Adapt or Fall Behind If your marketing is still stuck in the old ways, treating SEO as the primary tool for top-of-the-funnel awareness, it’s time to rethink your approach. Focus on where your audience is truly consuming content today, and make sure your marketing is aligned with these new behaviors. ____ I'm Nemanja, I help mid-size high ACV & long sales cycles B2B companies win by facilitating sales and showing their unique advantage. In other words, hands-on marketing that brings tangible results (with a bit of funk). Remember 4Ps?

Leads are way more valuable than the number of Likes your organic posts get… especially in the early stages of your SaaS company. There’s a multitude of content marketing agencies out there ready and willing to write your social media posts for you. They’ll come up with an intriguing story or an irresistible hook, and they tend to garner a lot of likes. BUT, when it’s time to evaluate the results of these campaigns, the revenue generated is often disappointingly low. When I post on LinkedIn and any other social media platform, I follow a simple mantra: Leads > Likes My goal is to provide value to my ideal customers, share my journey, and serve. Likes are nice, but they aren’t my priority. Leads on the other hand are crucial because they allow me to tie my posts to a guide where interested individuals can learn more. This creates a win-win situation: I obtain a Lead and they get valuable information. If you’re an early-stage SaaS Founder, posting on Linkedin and social media to educate and engage with your buyers to turn them into a consistent stream of lead is THE MOST important strategy you have to implement to win in SaaS today. To learn how, grab a complimentary copy of my 5-Point SaaS Growth Strategy Guide. Just follow the link in the comments below. ??

Industry Relevant vs Irrelevant Link Building: The majority of SaaS growth heads understand the difference but for everyone else.. Let's break it down: INDUSTRY RELEVANT LINKS: What are they? Links from websites in your niche/industry or closely related industries. They are the most effective because they: → Boost your topical authority → Attract more qualified traffic → Improve your chances of ranking for industry-specific keywords How to build them: → Guest post on industry blogs → Participate in industry events and get featured → Create shareable, data-driven content for your niche → Engage in expert roundups → Do A-B-C link exchanges with non-competitors A single quality, industry-relevant link can outperform dozens of irrelevant ones even if they are from big websites in terms of impact. IRRELEVANT LINKS What are they? Links from websites unrelated to your industry or target audience. Why they're problematic: ? Dilute your site's topical relevance ? Can trigger spam signals if overdone ? Can hurt your link profile When they might be okay: → General news coverage from media outlets → Brand mentions in broad business contexts → High-authority sites (but still less valuable than relevant ones) ?? GOOGLE’S STANCE: → Prioritizes relevance in its algorithm → Uses machine learning to understand site topical relationships → May devalue or ignore irrelevant links Google's getting smarter. It's not just about link quantity anymore; it's about creating a natural, relevant link profile. IMPACT ON SAAS GROWTH: Relevant links: → Drive qualified leads → Increase demo requests → Boost brand credibility in your niche Irrelevant links: May increase raw traffic numbers but not conversions Can distort your analytics and lead to misguided marketing decisions ?? THE LONG TERM STRATEGY: Focus on building a network within your industry. It's not just about links; it's about: → Partnerships → Co-marketing opportunities → Establishing thought leadership Your link profile is like your professional network. Quality and relevance trump quantity every time.