Opportunity
Brand awareness and organic traffic fit for an industry leader
When he joined Abnormal as Senior Director of Digital Marketing, Abdallah Al-Hakim had his work cut out for him. Abnormal was getting a decent amount of organic web traffic: 200,000 unique visitors per month. But as a large enterprise with strong product-market fit, Abdallah knew they could do better.
Abnormal's existing SEO agency wasn't delivering ROI. "All they did was edit five articles a month, which had to be written by our in-house team," recalls Abdallah. "Our entire budget was going towards hitting branded keywords, meaning searchers who already knew about our company. It wasn't increasing brand awareness at all.
Abnormal has a strong enough brand and product that I knew we had to go for it with SEO. I was already optimistic, but after working with GrowthX, we saw results way faster than expected." — Abdallah Al-Hakim
Goal
Explode traffic with high-quality content at scale
Abdallah saw a golden opportunity. Abnormal had come this far with almost no investment into brand awareness; with consistent effort and strategy, he knew he could drive impressive results.
By increasing organic traffic, he'd skyrocket how many people discovered Abnormal's site, exploding brand awareness and lead generation. The best way to do that? Investing in SEO discoverability by publishing high-quality, useful content to target relevant keywords.
But to drive the results Abnormal wanted, they'd have to do so at an unprecedented scale. Abdallah knew AI was the best way to do that—the only challenge was finding the right partner.
Organic awareness is the best awareness, and I'd rather spend my money there to get leads. By multiplying website traffic, we build awareness with people we can target with ads, so they're likely to convert later." — Abdallah Al-Hakim
Solution
AI-powered, human-guided content at scale
Abnormal's in-house content team was focused on in-depth MOFU and BOFU projects, like thought leadership and podcasts. It would be impossible for them to publish at the volume Abdallah was looking for.
The play for organic traffic was best outsourced to an agency that could run on autopilot. But at first, the content team was hesitant. As a security firm, Abnormal has rigorous accuracy standards and a highly technical product, so they were concerned about quality.
GrowthX was the answer. With AI-powered, human-guided workflows, GrowthX was built to publish at a volume that drives exponential traffic increases.
To maintain quality, Abnormal's workflows are built around its brand and quality standards, such as positioning, voice, and target personas. Content becomes more accurate and tailored over time with less oversight, as the team's feedback is used to keep improving its AI-powered workflows.
GrowthX's team is always finding topics, publishing articles, and refreshing them to keep ranking high. It's all done through AI flows, with little effort on my part. I see no reason to build an SEO team in-house." — Abdallah Al-Hakim
Results
The results: Tripled organic traffic and record-breaking lead generation
With GrowthX, Abnormal Security now publishes 15-25 content assets every week across hundreds of topic clusters. After a few weeks of optimizing workflows, content production runs nearly autonomously—there's almost no lift from Abnormal's internal team.
That's led to impressive results like:
• 3x increase in organic website traffic
• Record-high demo and meeting requests, 3 quarters in a row
• Steady increase in clicks and impressions, even after domain change and re-indexing
• 20x more content published without compromising quality
Abdallah appreciates how the partnership has created a resilient, compounding growth channel. For example, website impressions and clicks kept climbing even after Abnormal changed its domain and re-indexed its entire site, creating a temporary hit.
For the foreseeable future, Abnormal AI looks forward to using AI-powered, human-guided content to get their products in front of as many potential users as possible.
Since starting with GrowthX, we're enjoying the highest level of demo requests we've ever received through the website. In the first quarter, demo requests doubled, and in the next quarter, they tripled." — Abdallah Al-Hakim
