Glue Up Work Case Portfolio.

Competitors.

Our marketing stack.

Growth Strategy.

Glue Up’s target audience are often times local organizations and associations that boast a very interpersonal relationship with their members and host events often for those members. Therefore it was paramount that Glue Up have sales staff attend as many local org events as possible to make inroads with local communities. To scale up Glue Up’s ability to touch as many organizations as possible, a layer of digital marketing would serve as the discovery point for many organizations looking for quick wins in event management.

This one-two punch of digital discovery leading to a face-to-face meeting at events often led to quick sales turnover and plants the seed for future upsells at organizations with upcoming events (which is almost all of them).

Marketing Cadence.

Content ethos.

Competitors should be your guiding light in the beginning of any content strategy. Competitors, especially larger ones, have already done the research for what keywords or what content works. With tools like Ahrefs and SEMRush, you can spy on their work and identify articles to tackle from top-to-bottom. Once you have an idea of the content you need to write, simply write content that emulates what your competitors have, and once this is complete, now you need to think how you can improve the content so that it beats your competitors.

Content process.

SEO ethos.

Search Engine Optimization is not a clear-cut formula that can be copied or “figured out”. SEO is a set of best practices that when used appropriately, improves the user’s experience which can result in exponential growth in traffic, lead generation, and engagement. SEO is a long term strategy that must be taken seriously, with patience, and probably more patience.

SEO growth.

At Glue Up we discovered that a lot of our customers had an immediate need for event management more so than membership management. Therefore, the SEO strategy revolved around providing event management content as a discovery point, then further supporting our client’s event management web pages so that our clients’ events stay competitive on the web with the likes of our competitors, and to a smaller extent our content would include a collection of membership management content. We also provided an optional subdomain under our domain to clients, which provided a healthy backlink growth, albeit with abundant broken URL risks.

Results.

SEO Today.

(as of June 29, 2024)

Top keywords.

Majority of our content is centered around event management, which while events are only a small piece of the entire Glue Up platform, was the easiest conversion point for our audience to accept a solution. Generally this is because events become more urgent to plan as the date gets closer, and the event management portion of the Glue Up platform is quick to deliver to customers.

Keyword Rankings.

Top 3 SERP ~664

Top 10 SERP ~1,764

Top 20 SERP ~2,037

Time for a refresh.

Online-to-offline marketing and sales.

After rebranding to Glue Up and focusing on a new target audience, membership-based organizations like associations and chambers of commerce, it was discovered that while this was a niche that was ready for digital transformation, their staff or board members were not savvy enough to take the plunge. Glue Up made a change to its sales and marketing strategy to ensure we expand our sales team so that we can place our sales staff at local regions to ensure we can network with, sell, and train clients in-person. Glue Up would use digital marketing to increase the amount of ways customers can discover our platform, but the rest of the pipeline would be physical meetings and events, which proved to be the most direct way to close deals.

Global workshops.

Another part of the user acquisition campaign is training users on the platform. Many of Glue Up’s customers required in-person training to both expedite the training and trial the platform at one of their events. While most SaaS platforms would prefer a an online-only onboarding process, even better if it was self-served, Glue Up’s success was based on local networking and regional sales staff, we had the presence necessary to give onboardings in person, which ensured further good relationships with clients.

Meet the dream team.

That being said, meet the growth team at Glue Up.
(when I was there)

Thanks for reading.

This was just a few examples and explanations of our methodology at Glue Up. Of course, there was a lot more involved like running marketing automations, email campaigns, social media management, and other typical marketing responsibilities. I see growth marketing as a summation of solid long term strategy and leadership, rather than a string of high-performance campaigns, and I hope that this portfolio shows this clearly.

Let’s get in touch.