2018, Singapore 🇸🇬
MarTech
Andrei Țiț
Product Marketing Manager, Ahrefs
Results
Broadened market positioning to expand on demand gen
Optimized website and content presence
Clearer competitive differentiation from emerging players
Overview
Ahrefs is a , leading tool suite that caters to digital marketers, content creators, and SEOs who want to improve their organic growth strategy and performance.
Ahrefs is a $100M+ ARR, bootstrapped marketing intelligence software suite dedicated to helping online marketers and SEOs grow organic traffic and optimize their search visibility with relevant, accurate search intent and technical SEO data.
Despite being self-funded and fully bootstrapped — an uncommon path in an industry dominated by VC-backed competitors like SEMRush and Moz — Ahrefs has grown rapidly by offering in-depth keyword research, backlink analysis, and comprehensive site auditing tools. Ahrefs stands out with their proprietary data and advanced tools, making it a go-to solution for businesses looking to bolster organic traffic.
With powerful tools like Site Explorer, Keyword Research, and Backlink Analytics and a robust web crawler, Ahrefs delivers in-depth competitive and organic search data that help businesses of all sizes optimize their SEO, partnerships, and content marketing strategies.
When their product marketing team approached me, they were on the verge of repositioning their messaging to appeal to a broader market beyond just SEOs. This was a critical opportunity to capture demand from a broader SOM and set up the company for long-term success in a competitive MarTech industry.
Scope
During my collaboration with Ahrefs, I delivered a comprehensive scope of work to enhance their market positioning, refine their digital presence, and broaden their messaging to position them as a leading marketing intelligence platform beyond just SEO.
Month 1: Website Audit and Messaging
Conducted an in-depth critique of existing landing pages and the website to identify areas for optimization and growth.
Developed a robust messaging and positioning framework to expand Ahrefs’ narrative as a marketing intelligence platform.
Focused on aligning the messaging with broader marketing intelligence TAM while maintaining Ahrefs’ strengths in SEO tools.
Month 2-3: Website Wireframes and Content
Designed new wireframes for the homepage and key product pages such as Keyword Explorer and Site Explorer, ensuring alignment with the updated positioning.
Delivered ready-to-use copy for the revamped website, incorporating the refined messaging and positioning.
Performed a detailed competitor analysis to uncover gaps in positioning and opportunities to differentiate Ahrefs from tools like SERankings and Ubersuggest.
Created comparison pages to emphasize Ahrefs’ advantages over competitors, including SERankings and Ubersuggest, highlighting new features and use cases.
This strategic engagement provided Ahrefs with a refined market narrative, enhanced website structure, and compelling content, solidifying their position as a comprehensive marketing intelligence platform and driving stronger audience engagement in the competitive B2B SaaS space.
Matteo was the right person at the right moment. As we worked to reshape our narrative, he served as a knowledgeable sounding board, offering valuable outside perspectives about potential marketing verticals and personas to target with our core landing pages. Quite valuable feedback if you're stuck in our own bubble.
Andrei Țiț
Impact
These efforts solidified Ahrefs’ competitive edge, broadened its appeal to a wider marketing audience, and strengthened its engagement in the B2B SaaS landscape.
Enhanced market positioning: Developed a messaging framework that positioned Ahrefs as a marketing intelligence platform while maintaining its strengths in SEO tools.
Optimized website and content: Designed wireframes for the homepage and key product pages, delivering ready-to-use copy that highlighted Ahrefs’ differentiation and new use cases.
Improved competitive differentiation: Created comparison pages showcasing Ahrefs’ advantages over competitors like SERankings and Ubersuggest, emphasizing its expanded feature set.
