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[September] Monthly Report and Planning Meeting
🗂️ TLDR; Summary
Last 30
Next 30
Decisions
The past month marked significant momentum across product marketing, content, and experimentation, centered around the HR Support service launch and country expansion initiatives.
Key Achievements
Shifting focus from all activities that don’t generate direct revenue or improvement in key. target metrics.
Priorities
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📊 Metrics
Agenda
Problems that need addressing
Table 12
Problem
Thoughts/actions from Athena
Thoughts/actions from James
Thoughts/actions from Irina
Notes
Traffic is down and we will never really recover to the heyday of SEO. LLMs alone won’t solve it
I agree that we won’t be able to recover our traffic to what it once was. Our site is 90% informational content, and that has been the hardest hit by AI search and LLMs (hence why we have seen this prolonged downtrend).
Still, SEO remains a very valuable play for us, and so is LLM visibility.
In my opinion, we don’t need to recover our traffic. The correct play is to opt for quality over quantity. We want high-intent traffic.
We must focus now on the commercial keywords and searches as possible. We must also put most of my focus into the areas where AI/SEO overlap (this is where we the largest revenue ops are and ROI on my time).
How do we do that:
Vendors
Over the past month I have been sitting down with various vendors in the SEO/AIO space. Initially interviewed 5 and now have one clear winner that I would love to proceed with.
They cover all of the action points listed above and would be a massive help to me.
Athena and I are much more aligned than we have ever been, and that’s been great for putting together strategy and being more cohesive with our efforts.
We have a content calendar lined up for the next month or so.
Open
No clear indications on what are new reliable channels for demand gen
As mentioned, I am very excited by the possibilities that search ads can bring. I have some experience working on these in the past, and I can also see that it’s something that our competitors are investing in heavily.
While we are always up against it in terms of SEO and AIO (we are effectively just 2 people against huge departments), paid search is could be an avenue where we could see results (and much quicker).
Caveats
Open
Missing Forecasting vs actuals performance metrics per channel
GA4 remains broken
Open
In-funnel buyer journey does not convert
My general thought here is that we have done a lot of work, and oftentimes generated a lot of contacts, but not much has happened with them.
For example, the employment costs eBook took a lot of blood, sweat, and tears, and we managed to secure 1,200+ downloads. A great result on paper, but by the sounds of things, it hasn’t brought any real results. Why is that?
Open
Marketing team is juggling a lot of competing priorities. When time goes into one thing it’s inevitable taken from another thing.
Agreed. A lot of task switching this year, and a lot of periods of intense focus and deadlines.
I fully believe SEO and AIO are absolutely worth pursuing, but we need to refine and align our strategy, and to bring in external support (agency I have shortlisted).
IS TL worth continuing?
Open
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Forward thinking
October and rest of year: Bets | Launches | Experiments
Person
Fresh bets
Key launches
Experiments & pilots
Goals
James
Athena
Irina
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CEO Input
August: Questions | Decisions | Shifts
Person
Questions
Decisions needed
Shifts
James
Athena
Irina
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Strategic levers and attention seekers
September: Stop | Start | Continue
Person
What should we do more of
What should we continue as is
What should we stop altogether
James
Athena
Irina
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Decisions based on 👆🏻
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