Inbound Marketing

YAMU has built a service uniquely tailored to crush demand generation for our niche.

YAMU’s Unique Approach to Demand Generation

Demand generation is a creative, data-driven, and psychological effort.

Channel Specific Services

By partnering with our world-class team of specialists, boasting 10+ years of experience in technical SEO, Ads, and CRO. You’ll be harnessing talent equivalent to that found in the top 1% of firms at a fraction of the cost. This collaboration will empower your business to achieve outstanding results, drive growth, and stay ahead of the competition.

Our approach encompasses in-depth keyword research, website page and content optimization, high-quality backlink acquisition, technical website enhancements, and ongoing monitoring for improved performance. This holistic strategy aims to boost visibility and attract high- quality leads.

SEO requires catering to both search algorithms and your customers, each demanding distinct tactics. We prioritize understanding monthly and yearly search volume growth within your business categories to help you ride the shifting SEO waves. By developing strategies to capitalize on this increasing demand and targeted keywords, we systematically outperform competitors and position your company for success.

YAMU’s approach involves identifying your target audience and objectives, selecting appropriate platforms and ad formats, crafting high-quality ad content and landing pages, and continuously testing and refining campaigns for optimal performance. We meticulously monitor every interaction, adjusting messaging, placement, creativity, and timing as needed.

In SaaS, a prospect’s intent to purchase is influenced by their comprehension of the problem, urgency of the pain, and awareness of the solution. We create a funnel that serves ads for all stages of the journey, optimizing for retargeting at the peak of intent. This strategy allows us to achieve the lowest possible customer acquisition cost.

Optimizing your website for increased conversions and revenue involves enhancing user experience, messaging, trust, and credibility through data-driven testing and the application of buyer psychology principles. There are five critical sources of data relevant to CRO efforts: Marketing, Sales, Product, Customer Success teams, and direct customer input.

Beyond standard A/B testing methodologies, our human-centric approach establishes feedback loops from all five sources to inform and influence CRO projects. As a data-driven process, we construct custom reports using attribution tools like GA4, Mouseflow, and Hotjar to discern patterns, pinpoint key friction points, and devise effective solutions.

6 Fundamental Strategies That Make Us an Industry Leader

Below we outline the strategies that we use when providing our SEO, Ads, and Conversion Rate Optimization services. Regardless of which service(s) you choose, we always start with these fundamentals. By applying these strategies, you receive both our technical expertise and a unique competitive advantage that stems from our comprehensive and innovative approach.

By leveraging tools such as SEMrush, Meta Ads Library, Linkedin, Google Trends and many others, as well as doing customer journey, messaging, content, flow and positioning analysis on their live campaigns and website, we can learn key benchmark data. What funnels are they using, how much they’re spending on MoM, what keywords they have been historically ranking/bidding for, how much traffic they have, how long it took them to get it, which blogs drive the most traffic etc.

This thorough process saves us months of time and money. Instead of starting campaigns with assumptions, we are able to start with things that have worked for your competitors and adjacent companies selling to the same customer profile.

We can draw complete pictures of the funnels that drive demand in your market and general buyer trends in your space. Typically, with SaaS products, the buyer does not recognize that there’s a software solution in the market, so the majority of their keyword search is around solving for the pain points. This gives us a very clear indication of market growth and allows us to decide our strategies accordingly.

There are many methods for defining customer profiles. Some are behavior specific like the Jobs-to-be-Done framework. Others can be based on emotions, like the customer empathy map framework, and some are more psychographic or demographical. Some are stakeholder-focused, while others focus on a singular buyer journey. Any of these methods can be valuable depending on the type of business and focus of the projects.

We review all available documentation and update/evolve those documents to reflect the key insights and assumptions that those documents highlights and use that to define the impact of our goals. By assigning a degree of confidence to each of these assumptions, we get a strong starting point for our Unique Selling Proposition (USP), our offers, and the objections we need to solve with our content.

We love talking to real customers and building feedback loops between them and the marketing process. This could be doing customer interviews but also could be building automations that collect feedback from them throughout their experience through the funnel.

As part of our engagement with our clients, we help and encourage them to have a healthier relationship with the ICP documentation/updating process. It is a regularly underrated and, by default, an under resourced process in all the organizations we work with.

This is the most CRITICAL part of this process. Even if we do everything poorly but do this really well, we will guarantee that the business will do better in the future.There are two parts to this. First, recover and organize as much historical data as possible. Second, set up everything so everything is tracked and reported accurately going forward.

There is a plethora of tools that enforce a good attribution ecosystem. We often see a combination of many tools like HubSpot, GA4, Google Ads, and many others.

Good attribution systems track and measure the multiple steps and interactions someone has with your business before taking any conversion action. It is important to measure and track these interactions using the various reporting tools accessible. Once we have defined these interactions, we can meticulously test the effect that altering each interaction has on the overall objective of that customer journey.

Google, Facebook, LinkedIn, and Bing have their own ecosystems with attribution specific to their funnels. We need to custom-build the attribution so that each party we’re working with only gets credit for conversions they’re responsible for driving.

We then feed Google, Meta, and LinkedIn’s algorithms and AI with real-time, evolving data that accurately reflects the true customer journey users go through after engaging with your business. We can ask the AI to optimize for lead volume, but that might not mean the same as optimizing for quality leads. By defining what “quality” is and being able to measure, track, and report back to the advertising platforms, we can further enhance their learning. This may require installing custom scripts outside of the platforms so they are informed when a “purchase” is made and can optimize for leads and paying customers.

Lastly, we need to be uncompromising about setting up attribution because one small mistake could skew all the data and lead to disastrous outcomes.

There are valuable learnings made in all channels. Working in silos will lead to cannibalizing efforts and wasted resources. We believe that your marketing, sales, customer success and product strategy shouldn’t be independent of each other and even within marketing, your SEO, ads, content marketing, conference, email marketing and outbound shouldn’t be separated.

Instead, the best way to optimize for performance is by constantly communicating about the ongoing learnings found throughout the day-to-day of all channels. Your customer success information can help influence how you are positioned during marketing efforts. Marketing efforts can give your sales team the information they need to know who they are talking to. All of these create feedback loops that support the scale of your business.

We prioritize being good at communication to ensure you recognize the value of the data you see. Maybe the past agency got a lot of information and built great campaigns but failed to inform you with the right context and supporting evidence to help make your decision quickly enough to take advantage of an opportunity or prepare for risk.

By understanding exactly how each channel is affecting your bottom line, you can make better marketing decisions that are right for your business. The end goal is the success and growth of your business and we are experts that see things that might need to be clarified for you. It is our job to take what we see out of a black box and explain it to you clearly enough for you to understand risks and opportunities and make more informed decisions.

We recognize the market, technology, and tools we use are changing rapidly. The most relevant strategy or tool today can be useless in 3 months. Our mindset allows us to research new tools and plan for the ever-evolving market consistently. When ChatGPT came out, by day 3 we were using it efficiently to increase work output. We use AI tools and all kinds of software tools to extend our talent capabilities.

There are shifts in how platform algorithms reward strategies multiple times a year. We are never behind on these shifts. We spend time on forums of early adopters learning and preparing for change, so when it comes, we are the first to take advantage and beat out your competition.

YAMU’s Execution System & Operating Model

We use the Entrepreneurial Operating System framework to efficiently operate and grow our clients’ businesses.

Execution System

Strategy, technical skills, and experience are only as powerful as the execution. We’ve worked diligently to create and deploy a battle-tested execution process that guarantees that our efforts are maximized and that all resources are utilized as effectively as possible.

YAMU is a user of the EOS (Entrepreneurial Operating System) framework introduced in Gino Wickman’s book, Traction. We have adapted that framework, which is built to efficiently operate and grow businesses, to be used to efficiently operate and grow our client’s companies.

Here are some of the processes utilized in EOS and our spin on it:

The client needs to do this or already have a similar process that gives us this information:

  1. Start with a clarifying Vision, Values, and Mission
  2. Identify and document the 3-5 year revenue goal
  3. Identify and document the key activities and 1-year revenue goal that needs to be achieved to be on track for the 3-5 year goal


This is where we step in:

  1. During our scoping process, we identify clear goals that make it clear what % of that Year 1 revenue needs to be driven and supported by YAMU’s effort
  2. We build a Scorecard (KPI tracker) to define the key metrics that need to be influenced to achieve the goals
  3. We build 3-month Rocks (quarterly SMART initiatives), that, if achieved, ensure we’re on the right track
  4. Iterate the Scorecard, Rocks, and Goals until the client and YAMU feels they are attainable


  1. During the project, YAMU uses tools and processes for effective asynchronous communication and project management
  2. We use the EOS issue management system. When any individual working on the project is blocked for any reason, they document it on the PM tool as an issue with context
  3. YAMU uses the EOS Level 10 Meeting process to run effective projects. These are 60-90 minute weekly or bi-weekly calls that follow a clear agenda. During these meetings, we allow 7 minutes per issue. We use this space to tackle them efficiently and quickly. If the issue needs more than 7 minutes, we will schedule additional calls to address it
  4. YAMU practices agile project management, which means we focus on iterations and high- frequency feedback loops
  5. YAMU leverages high-caliber attribution tools to produce extremely accurate and custom reporting with qualitative and quantitative insights. The reports are presented monthly or quarterly. One-page versions are created to be forwarded to investors or other stakeholders.


This is a battle-tested process that is highly effective.


The value of this process is also compounded by YAMU’s strict adherence to our own Core Values. We hire, fire, and promote employees that reflect these values

  1. Truth and transparency
  2. Curiously pursuing Innovation
  3. Obsessed with providing a world-class experience
  4. Courageous action followed with extreme ownership
  5. Creative decisions backed by data
  6. Passionate about learning and growth
  7. Leadership, collaboration, and high-functioning teamwork

Operating Model

YAMU’s business model is uniquely tailored to solve the pain points of our customers.

This creates two unique advantages for our customers.

  1. The roles and expertise required to do marketing at the level we require are hard to find. Being fully remote, we are not limited by local talent. We find people with 10 years+ of experience in highly specific roles.
  2. A large percentage of our hires are in Latin America and Asia. This allows us to pay them extremely well, increasing their commitment and job fulfillment. Even after that, the rate is still significantly cheaper than the cost of similar talent caliber in America. The savings we make from this are directly passed on to you. Agencies with comparable talent in America charge $350-$500/h. Our rate is $100-$115/h.

We create contracts for long-term projects. Our growth is dependent on having a few customers that grow REALLY BIG. However, we recognize that there’s no value in being forced to be in a relationship that isn’t working. You can walk away with 15 days written notice, no strings attached.

Common Pains That Would Lead a SaaS Company to Hire Us

Do you identify with any of these? If so, we can help.

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