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How Northwind grew organic pipeline 312% in 9 months.
The challenge
Northwind ranked for its brand but was invisible for the non-branded questions buyers actually ask — and increasingly, those questions were being answered by AI assistants that never mentioned them. Leads that did arrive weren’t attributed, so marketing couldn’t prove impact.
The goal
Own the non-branded category — on Google and inside AI answers — and tie every resulting lead to pipeline in the CRM.
The approach
Technical + SEO foundation
Fixed crawlability and Core Web Vitals, then rebuilt the content architecture around high-intent, non-branded clusters.
GEO / AI visibility
Structured content and entity authority so ChatGPT and Perplexity began citing Northwind for category questions.
CRM attribution
Wired every organic and AI-sourced lead into HubSpot with automated routing and follow-up — making pipeline traceable to source.
The results
“For the first time we can see a straight line from an AI citation to a closed deal.”
— VP Marketing, Northwind
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