How We 10x Dovetail's Organic Growth
Dovetail is a customer insights platform based in Sydney, operating as a B2B SaaS company. In early 2022, it successfully secured $63 million in a Series A funding round led by Accel, with contributions from existing investors such as Blackbird, Felicis Ventures, Grok Ventures, and CultureAmp’s CEO, along with new supporters including CEOs from Slack, Webflow, and Checkr. Dovetail transforms calls, documents, and user feedback into valuable insights, effectively creating a centralized repository for customer knowledge.
Despite being a well-established brand with significant resources, Dovetail had no prior experience in SEO or growth marketing before 2023. This presented a unique opportunity to establish an SEO strategy at a $63 million Series A-funded SaaS company, which involved several distinctive challenges.
The primary challenge was to target all participants in the research process, rather than just researchers, and SEO was recognized as the key channel to engage with the entire buyer journey, from problem awareness to customer acquisition. The strategy to address this challenge involved using their strong brand and resources to develop content pillars centered around broad topics like "research," "product development," and "experience," thereby building topical authority and encompassing the entire buyer journey.
The specific tactics employed were: Read more at: https://www.exaltgrowth.com/saas-seo/results/dovetail