Helping Kadence pivot to a new market and turn a fast-moving repositioning into measurable demand.
We Are All Connected ran SEO, content strategy, marketing automation and paid acquisition for Kadence from 2019 to 2021, through a rapid pivot from one market to another. Organic traffic grew 86%, conversion rates 31%.
Total traffic increase
Across the site, 2019 to 2021.
Organic traffic increase
Organic search, 2019 to 2021.
Inbound demos increase
March to September 2021.
Key metrics
- 86% increase in traffic, 2019 to 2021
- 36% increase in organic traffic, 2019 to 2021
- 91% increase in inbound demos generated, March to September 2021
The engagement
Kadence is a desk and space booking platform for hybrid work. When we started working with the team in 2019 the company was on a different product trajectory; it pivoted hard during 2020 to focus on the new shape of work that COVID had created.
That kind of pivot is one of the harder marketing problems to support. Existing organic visibility was for the old proposition. Existing campaigns were targeting the old buyer. The site IA, the messaging, and the lead funnel all had to evolve at the same time as new product was being built. The engagement was deliberately broad-spectrum: SEO and content strategy to rebuild organic visibility against new keywords, marketing automation to support a pivoted lead funnel, paid social and search to test new positioning at speed, and consultative work alongside the in-house team to develop KPIs and channels for the new direction.
What we did
SEO and content strategy
Rebuilt organic visibility against the new product positioning. Technical and on-page work on the website, ongoing content strategy aligned to the new buyer journey, and persona research that fed back into the wider marketing function.
CRM and marketing automation
Strategic and execution support on HubSpot. Lead lifecycle and sales handover redesigned to match the new sales motion. Email nurture sequences built and operated to convert demand into demos.
Paid acquisition
Search, display, and paid social campaigns across Google, LinkedIn, and Facebook. Landing page testing, ad creative, and ongoing optimisation against demo conversion.
Website development
Site IA and UX work including campaign-specific landing pages, delivered alongside the rebuild of organic and paid acquisition.
Always-on consultation
Regular calls and rapid response to a fast-moving in-house team. The kind of engagement where the agency has to operate as an extended part of the marketing function rather than a vendor at arm's length.
Testimonial
"We Are All Connected are a trusted strategic partner in our digital marketing and demand generation strategy, and we are proud to count them as extended members of our team. They've been instrumental in making our recent pivot and growth aspirations a reality, by over-achieving targets and helping us move fast and problem solve as we grow."
Irvin Gray, Head of Marketing, Kadence
Related services
- Be Found → AEO for B2B, Technical SEO
- Be Understood → Content Strategy
- Be Connected → RevOps & HubSpot
“We Are All Connected are a trusted strategic partner in our digital marketing and demand generation strategy, and we are proud to count them as extended members of our team. They've been instrumental in making our recent pivot and growth aspirations a reality, by over-achieving targets and helping us move fast and problem solve as we grow.”
Want to work together?
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