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[August] Monthly Report and Planning Meeting

Agenda

Headline and executive summary
Performance deep dive
Strategic levers & what needs attention
Forward planning
CEO input
Wrap up

August headline and executive summary
Person
Top Win
Metric to note
Top Risk
One thing I want discussed
All time high the number of top 10 positions AND number of top 3 positions.
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6 Pillars of Responsible AI Usage
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Big backlink wins
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Organic down 5.6% while impressions growing once again.

LLM traffic has dropped by around 50% in August. Perplexity has now become our top referring platform.
Raw SEO performance is great. We have been trending in all the right ways (impressions, keyword ownership, authority, backlinks, overviews, etc). However, we are still bleeding traffic. Massive change in user behaviour. LLMs are an unknown quantity, and we are in pure experimentation phase. There’s no precedent to work from.
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Employment Costs eBook reached 1,000+ downloads. +31.7% than next best performing (Legislative Updates 2025).
Impressions higher than past months (socials + ads), resulting in higher MQL and audience growth compared to previous months.

(the increase in impressions is a result of a strategy pivot that we started implementing in July, where we changed the account setup to optimise for reach and decided to focus on influenced pipeline)
SQLs and booked demos don’t reflect the same increase.
Kicking off LI ads sooner. Reddit results are very close to determine a winner (slight edge on tactical segment). Taking things to LI to test if targeting ICPs shows a clearer winner.
75+ people signed for breakfast
Impressions/website sessions ⬆️ and yet Speak to us ⬇️ 😬
Very behind revenue targets Stagnated growth in talk to us
Outbound pipeline Calculators what were the topics of Founder posts in August vs July Published content volume specifically the one for LLMs
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🗂️ 📊 Metrics


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Open link
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Strategic levers and attention seekers

August: Stop | Start | Continue
Person
What should we do more of
What should we continue as is
What should we stop altogether
Get mentioned on high-authority third-party sites
Maintain blogs/glossaries - but this is far less impactful than external efforts. This is a keep the lights on exercise for me ATM.
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Low-effort downloadable content
Content for HR Support
TOFU Reddit Ads (try Glossary Terms + high-value blog posts)
BOFU Reddit Ads (turn off buyer guide and case studies)
Events on AI in HR
webinars on new countries such as India, US, Spain, etc
Not stop it but we should talk about SEO
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Decisions based on 👆🏻

Budget relocation
Campaign adjustments
Cross-functional asks
Other

Forward thinking

August: Bets | Launches | Experiments
Person
Fresh bets
Key launches
Experiments & pilots
Goals
New tool
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Promoting TOFU content on Reddit, with goal to drive website traffic.
LinkedIn conversation ads for HR Support, with the goal to determine winning possition earlier and pull landing page live date closer.
Promote India and Spain in a publication/cross-promote (e.g. Charlie HR newsletter, or HR-related newsletter).
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we need to brainstorm
new countries
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CEO Input

August: Questions | Decisions | Shifts
Person
Questions
Decisions needed
Shifts
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