Project Details

Client

Fieldnote

Location

San Francisco, CA, US

Engagement

Brand positioning + Content + SEO

Duration

9 months

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SaaS and Technology

AEO / GEO & Organic Search Dominance

How a B2B SaaS company escaped category noise and tripled organic pipeline in 9 months

Client names are fictional. An anonymity clause applies to all engagements on request.

The Situation

Fieldnote, a project management tool built specifically for construction and facilities teams, had a genuinely useful product solving a real problem. Their challenge was that their marketing made them look identical to every other project management tool in the market. Their website copy was full of phrases like 'streamline your workflow' and 'built for teams who move fast.' Their blog produced content that ranked but didn't convert. And in a market increasingly crowded with generic SaaS messaging, they were invisible to the buyers who should have been their easiest wins.

What We Did

We started with a positioning rebuild. The first time the Fieldnote team had formally pressure-tested what made them different from Procore, Autodesk, and the other players in their space. What emerged was a clear, defensible position. We rewrote the website around that, rebuilt their content strategy around the search terms construction managers and facilities directors were actually using, and created a thought leadership program on LinkedIn that got the founders in front of their exact ICP. We also ran an AEO audit to ensure Fieldnote appeared in AI-generated answers for the category terms their buyers were searching. The content shift was significant: from generic SaaS topics to highly specific, operationally grounded articles that only someone who understood construction workflows could credibly write. That specificity was the differentiator.

Full positioning rebuild centred on Fieldnote's differentiator
Website copy rewrite anchored in the new positioning framework
Content strategy shift from generic SaaS topics to operationally specific articles
AEO audit to ensure Fieldnote appeared in AI-generated answers

Results

Fieldnote stopped sounding like every other project management tool in the market and their organic pipeline tripled in nine months.

3.1x

organic pipeline growth in 9 months

218%

increase in organic search traffic

1st page rankings for high-intent terms

The Outcome

Fieldnote's sales team reported a measurable improvement in lead quality within three months. Inbound leads were arriving with a much clearer understanding of the product and a higher propensity to convert. The repositioning became the foundation for their Series B pitch narrative. The VP of Marketing credited the content program with generating more attributable pipeline than any other marketing investment they'd made to that point.

“

We knew our positioning was weak but we didn't know how to fix it without losing the things that were working. Adah came in, found the thing that actually made us different, and built an entire content and SEO engine around it. The inbound quality is night and day from what it was a year ago.

— VP Marketing, Fieldnote

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