Decusoft is a B2B software company with a compensation management platform built for mid-market HR and finance teams. They came to 20North with a one-person internal marketing team and a crowded, well-funded competitive set working against them.

Their organic presence was 94% branded at kickoff, meaning almost every click came from people already searching for Decusoft by name. The HR and finance buyers comparing compensation platforms were landing on competitors instead, many of whom sell workforce management suites that include compensation as one feature of many rather than tools built specifically for the job.

Key opportunities included:

• Growing non-branded organic clicks against a 10% three-month goal
• Outranking generalist workforce suites that treat compensation as one feature of many
• Building topical authority around the problems compensation managers search, including pay compression, LTIP, variable comp and incentive plan design
• Modernizing the homepage and feature pages so the sales team could show them in demos
• Improving on-page conversion through CTA and form placement
• Earning citations in AI answer engines as those tools become part of the buyer journey

The program grew organic visibility and moved the metrics that matter to the business.

Non-Branded Visibility (First 3 Months)

• Non-branded clicks up 61% against a 10% kickoff goal
• Total ranked keywords up 30%
• Keywords on page 1 up 150%
• Impressions up 81%

Organic Rankings (First 6 Months)

• Total ranked keywords up 40%
• Keywords on page 1 up 206%
• Non-branded average position up 38%
• Non-branded clicks up 45% quarter over quarter

Business Impact

• Organic form conversions up 175% in the first 3 months
• Organic form conversions up 75% quarter over quarter at month 6
• Demo requests nearly doubled across the 6-month window

AI Search Visibility (May 2026)

• Citation rank #1 across the tracked competitor set
• Citation share 16%
• Overall visibility score 27%
• Visibility on the prompt "What are the benefits of using predictive compensation tools?" grew 27 points, reaching 58%

Search Foundation

• Rebuilt topical authority around compensation, not workforce management
• Published a blog library tied to the real questions compensation managers search
• Modernized the homepage and feature pages
• Earned AI citation share ahead of a well-funded, well-known competitor set

The keyword and ranking gains show the organic visibility Decusoft built. The non-branded click, conversion and AI citation growth show that visibility turning into pipeline.

FastBound, a leading firearms compliance software provider, wanted to increase brand awareness and attract high-quality leads through organic growth. Their organic traffic had stalled, and they needed a strategy to reach new customers. After partnering with 20North, FastBound achieved a 150% increase in total keyword rankings, a 124% lift in organic traffic, and a 102% increase in free trials within one year.

Initial Challenges

• Stagnant organic traffic growth
• Low visibility for high-value keywords
• Limited top-of-funnel content to capture new audiences
• Need for improved on-site engagement and lead conversion

Over the past year, 20North drove measurable results for FastBound’s digital presence:

• 150% increase in total keywords
• 124% in organic traffic
• 102% increase in free trials

Today, the modern B2B buyer is digital-first and self-guided, flipping the traditional sales funnel and leaving fewer opportunities for sales teams to engage directly with prospects.

The Folloze Buyer Experience Platform provides the collaboration tools sales and marketing teams need to target and engage buyers effectively. Folloze solves challenges created by digital transformation by empowering frontline marketers, strengthening the partnership between sales and marketing, and measuring engagement at every step of the journey to inform future campaigns. Folloze is the most innovative and powerful buyer experience platform on the market. With their innovative technology and a primary focus on empowering B2B marketers to easily create engaging, content-rich experiences, ABM and demand-gen campaigns have never been more effective and personalized. Folloze has and will continue to pioneer the future of marketing.

The marketing industry had never seen a buyer experience platform as advanced and innovative as Folloze to help marketers maximize their ABM, demand-gen campaigns, and more., But Google was not working in their favor. Before partnering with 20North, Folloze did not focus on SEO initiatives and the marketing content produced was held on a subdomain. 20North knew the potential Folloze had on Google and how to progress their traffic and keyword rankings with targeted SEO efforts.

After over a year of working together, Folloze has seen an impressive increase in organic traffic, new users, and relevant keywords. With the help of 20North’s valuable strategy and hard work, Folloze has become a marketing powerhouse with the consistent production of industry-leading content and SEO approaches. Search engine optimization is critical for making your company win on Google, and Folloze is a primary example of how 20North’s work is an advantageous investment.

• 392% Increase in Keywords
• 70.78% in New Users
• 69.72% Increase in Organic Traffic