Haiilo

Organic boost for a successful go-to-market strategy in DACH: This is how Haiilo has grown sustainably with our support.

Industry

Employee Communications

Headquarters

Hamburg, Germany; London, United Kingdom; Atlanta, Georgia (USA); Helsinki, Finland; Paris, France

Company size

250 FTE

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3x Increase in Organic Traffic and 25% More Opportunities

Executive Summary

At the beginning of 2022, three companies, COYO (Germany), Smarp (Finland), and Jubiwee (France), merged to form the joint Haiilo brand. In the process, the B2B software company also brought YOYABA's Organic Growth team on board. The goal was to strengthen the brand's organic growth in the DACH region and establish itself as a thought leader in the field of internal communication.

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The plan worked: within two years, Haiilo tripled its organic traffic and significantly increased the quality of organic opportunities. Thus, we have set an important lever in motion to write many more joint success stories in the future.

25 % Increase

in the number of organic opportunities in DACH.

42 % more

direct request (leads) via organic search.

16 %

of all keywords take positions in the top 10 in DACH

Challenge

After the merger to form Haiilo, the primary challenge was to ensure a successful go-to-market in DACH while maintaining brand awareness and reliable lead generation via organic search channel.

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The next step was to continue driving growth, build a strong pipeline of high-quality leads, generate conversions and create further business opportunities.

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This requires a well-performing website focused on product-led content, and an SEO strategy that puts users and customers at the center - taking Haiilo's thought leadership to a new level.

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Main areas of collaboration

At the core of our strategic collaboration was and remains the creation of high-quality content pieces for Haiilo. Over two years, our content experts have created over 100 carefully researched articles for the Haiilo blog. In addition, we have specifically revised existing content on landing pages and adapted "low-hanging fruits" to boost visibility in organic search.

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Our continuous content efforts resulted in the growing organic search visibility, more conversions and, of course, boost for our demand generation strategy. The BOFU articles are regular contributors to the pipeline.

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The second important pillar of our strategy is the continuous improvement of website performance and health. For example, in summer 2023 we defined a systemic problem with imagery use as well as misuse on the website. By establishing a good best practice for the Haiilo team and fixing technical issues, we significantly improved user experience and page speed on the desktop. We continuously deepen our technical SEO efforts to align and improve users' touchpoints on their buyer journey.

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Last but not least, our strategy is also based on trusting, transparent and committed strategic sparring with the Haiilo team. Joining forces and a result-oriented hands-on mentality allow us to react quickly to current market challenges and create sustainable impact with effective optimisations.

Results

In the first two years of its collaboration with YOYABA, Haiilo has tripled its organic traffic in Germany.
16% of all keywords take positions in the top 10 in DACH.
The content created by the YOYABA team regularly achieves top rankings and serves the entire demand generation funnel.
In 2023, we were able to increase the number of direct requests (leads) generated via organic search in DACH by 42%.
At the same time, we increased the number of organic opportunities in DACH by 25 %, while their value increased by 15 %.
Our work on the Core Web Vitals optimization from July 2023 to January 2024 resulted in the Haiilo domain passing the assessment on all devices.

"For our GTM strategy in DACH, we needed an ambitious sparring partner. And we certainly found one in YOYABA. The energetic and professional support of the Organic Growth team has enabled us to increase the number of opportunities generated via organic search in DACH by 25%."

Sarah

Stott-Taylor

CMO

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