Background

Momentum.io, a workflow automation platform designed for revenue teams, found itself in a challenging position. The platform, which aims to reduce context switching between sales tools through Slack automation, wanted to carve out a niche in the highly competitive sales tool space. 

Challenge

With over 600 tools listed in the sales automation category on G2, breaking through the noise is no small feat. Add to this the long sales cycles of enterprise buyers, the tool fatigue experienced by end users, and the tendency of CFOs to consolidate tools, and it’s clear that Momentum had its work cut out for it.

Options

Recognizing the need to build brand affinity and mental recall, Momentum knew it would require a significant effort. The options were many: paid ads, organic content, or a combination of both. After careful consideration, Momentum decided to augment its outbound sales strategy with a combined SEO and thought leadership approach.

Strategy

The SEO content was designed to target end users directly. It included buying guides, strategy articles, and comparisons and reviews. The thought leadership content, on the other hand, was aimed at sales leaders. It sourced insights from industry veterans on how to launch, manage, and optimize sales teams. This dual-pronged approach was designed to engage both ends of the sales spectrum.

Execution

Over the course of a year, we produced more than 50 articles for Momentum, each one tied to brand-appropriate keywords such as sales strategy, CRM review, sales onboarding, and more. To ensure the content was visually appealing, we collaborated with their external design partners. And to make sure each article was fully optimized, we used market-leading SEO tools like MarketMuse.

Results

The results of this strategic effort were impressive. The SEO content and thought leadership program drove over $40k+ in pipeline revenue in six months. But the benefits didn’t stop there. The content also drove word-of-mouth referrals to the platform, which helped the company close deals faster. This success, in turn, led to Momentum raising a $5m seed round.

Takeaway

Momentum’s strategic approach to breaking into the sales tool space demonstrates the power of a well-executed SEO and thought leadership strategy. By targeting both end users and sales leaders with tailored content, they were able to build brand affinity, drive revenue, and secure funding for future growth.