Executive Summary

Keen successfully transformed its digital marketing infrastructure and SEO strategy, leading to significant organic growth and ultimately contributing to its successful acquisition by Chargify. The project addressed critical gaps in technical partnerships, marketing infrastructure, and organic growth strategy.

Challenge

Keen faced multiple strategic challenges:

• Lack of a technical partner for customer-facing metrics

• Misaligned technology stack

• Inadequate SEO implementation

• Limited resources for inbound marketing management

• Need for scalable marketing infrastructure to support growth

Initial Situation

• Marketing department size: 2 team members

• Fragmented technology stack

• Underperforming organic search presence

• Inefficient HubSpot implementation

• Unoptimized content strategy

Strategic Approach

1. Technical Infrastructure Enhancement

   • Comprehensive SEO audit

   • HubSpot account restructuring

   • Website architecture optimization

   • Technology stack alignment

2. Content Strategy Optimization

   • Development of pillar content campaign

   • Content audit and repurposing strategy

   • Monthly organic growth planning

   • Landing page optimization program

3. Marketing Team Development

   • Scaled marketing department from 2 to 6+ members

   • Implemented new processes and workflows

   • Enhanced team alignment and communication

   • Knowledge transfer and documentation

Implementation Process

1. Phase 1: Foundation Building

   • Conducted detailed SEO audit

   • Restructured HubSpot implementation

   • Aligned technology stack components

   • Established baseline metrics

2. Phase 2: Content Optimization

   • Created pillar content strategy

   • Repurposed existing content

   • Developed new content calendar

   • Implemented SEO best practices

3. Phase 3: Conversion Optimization

   • Built high-converting landing pages

   • Optimized user journey

   • Enhanced call-to-action strategy

   • Implemented conversion tracking

Results

Organic Growth Metrics

• 50% increase in overall blog impressions

• 4% increase in overall website CTR

• 579% increase in referring pages after SEO rework

Key Success Factors

1. Systematic Approach

   • Comprehensive audit and planning

   • Data-driven decision making

   • Structured implementation process

2. Content Strategy

   • Focus on pillar content

   • Strategic content repurposing

   • Consistent organic growth tactics

3. Team Development

   • Successful team scaling

   • Improved processes and workflows

   • Enhanced collaboration

Lessons Learned & Recommendations

1. Technical Infrastructure

   • Regular tech stack audits are crucial

   • Alignment between tools drives efficiency

   • Proper setup enables scalability

2. Content Strategy

   • Pillar content drives sustainable growth

   • Content repurposing maximizes ROI

   • Regular content audits maintain performance

3. Team Development

   • Structured scaling prevents disruption

   • Clear processes enable growth

   • Documentation supports knowledge retention

Long-term Impact

• Sustainable organic growth framework

• Scalable marketing infrastructure

• Successful acquisition outcome

• Foundation for continued expansion

Conclusion

The transformation of Keen's digital marketing infrastructure and SEO strategy demonstrated the importance of systematic approach to technical marketing challenges. The successful outcome, culminating in acquisition by Chargify, validates the effectiveness of the implemented strategies and provides a blueprint for similar organizations seeking growth and optimization.