Context
I led marketing at Trackier, a performance marketing SaaS, where I ran a 15-member team. This was an in-house role: I owned the demand number and the people who delivered it from inside the company. The product served a global market, but the site and content were not pulling international demand the way they could.
The constraint
The website and content were not built to rank or to convert international buyers. Organic visibility was limited, so the funnel leaned on channels that did not compound, and international markets were underweight relative to the opportunity. Growth needed a foundation that would keep paying off, not another short-lived push.
What I built
I led an SEO-first site and content overhaul and wrapped an international demand program around it:
- An SEO-first site and content overhaul: rebuilding the site and content around the searches that mattered, so organic traffic could compound rather than spike and fade.
- An international demand program aimed at the markets where Trackier could win, lifting international lead contribution 30% year over year.
- A 15-member team I led to deliver the overhaul and run the program at pace across content, SEO, and demand.
- AI across research and content: keyword research, content drafting, and reporting ran with AI tooling, so the team shipped more of the overhaul in less time.
The overhaul was the engine and the international program was the steering. SEO supplied compounding traffic; the international focus made sure that traffic turned into qualified demand in the markets that counted.
The numbers
The SEO-first overhaul drove 378% traffic growth. MQLs rose 61% and international SQLs rose 72%. International lead contribution grew 30% year over year, delivered by the 15-member team I led.
What transfers to your company
SEO is the slowest channel to start and the one that compounds hardest, which is why it pays to build the site and content around it before chasing faster wins. The traffic number only mattered because it converted: 378% more visits became 61% more MQLs and 72% more international SQLs. If you are expanding internationally, treat it as its own program with its own targets, not as a side effect of overall growth, and make sure traffic and qualified pipeline move together rather than one without the other.