Case study · Enterprise SaaS
Salesforce — "Agility in Uncertainty"
Despite being a global CRM leader, Salesforce's organic traffic growth in the APAC region had stalled, losing ground to major competitors. Earned Media was tasked with increasing YoY organic traffic by 70%, with a mandate to "put Salesforce in the conversation before the conversation begins".
The challenge
Navigating the AI Disruption. The campaign faced relentless market volatility. First, a sudden strategy shift required pivoting focus from APAC/India to ANZ overnight.
Then, the single biggest disruption in search history hit: Google rolled out AI Overviews (AIOs) in March 2025, which replaced many organic listings and caused an immediate 39% drop in organic traffic across non-optimised pages.
The approach
Earned Media proved that enterprise SEO could operate with startup-level agility by executing an immediate two-pronged pivot.
- Global-to-Local Acceleration: Adapted top-performing global assets for the local market by injecting regional case studies, unique data, and local expert commentary to boost E-E-A-T.
- The AI Pivot: Shifted content strategy lower down the funnel to target transactional queries AIOs couldn't satisfy, and introduced a brand new KPI: growing Large Language Model (LLM) traffic.
- High-Velocity Output: Refreshed and published over 300 pieces of local content within 12 months without relying on costly new content creation.
The results
Thriving Through Disruption. While competitors struggled with AI-driven volatility, Earned Media unlocked the code for AI visibility, making Salesforce a consistently cited source in LLM responses — and delivering compounding non-branded growth in a contracting market.
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